Over the past year or so, we have all become familiar with the idea of “fake news.” Outlandish stories are popping up in our social media feeds, from disreputable sources, and clouding our view of what is true and false. However, while the content of these stories is often fabricated or embellished, the impact that it has on consumer perceptions is real, and can be incredibly damaging. Some of the few remaining strongholds in this onslaught of misinformation are brands. Strong brands occupy this privileged space because they are built on recognizable and specific messages, which are well known to a vast majority of the population. How people feel about Coca-Cola, Nike, BMW, Tim Horton’s, and Roots, is driven by the agency work put into building those top brands. Let’s take a look at how brands can use their power to help fight fake news.

Legitimacy Over Fake News

It’s everyone’s responsibility to be diligent in separating genuine news from click bait, propaganda, and lies, but brands have a legitimacy that can be used to this end. It is very rare that something posted by a strong brand is accused of being fake news, because strong brands put forth an identity that people immediately recognize, and anything that clashes with this brand identity can be easily sniffed out. These brands understand this, and act accordingly.

• One way of doing this is by avoiding political stances, which allows them to claim an objectivity that is rare in today’s media climate.
• In the best-case scenario, this means that any content put out by a brand is met without resistance from most readers or viewers, which can help to encourage constructive discussion.
• An example of the worst case can be seen with the Pepsi/Kendall Jenner fiasco, where Pepsi tried to take politics and make it apolitical, which offended almost everyone.

This balancing act of strong brand messaging and political objectivity can help media consumers weed out fake news more easily.

Control Your Message By Creating Your Own Content

Another way brands can combat fake news is to be proactive in making their message available to the public. Two of the main sources of misinformation in the fake news age are hearsay and people repeating headlines for articles that they didn’t read. Being unfairly labeled as fake news can be devastating to the credibility your brand has built up, so you can’t leave it up to the discernment of the public or other media outlets. Controlling your own message, by creating your own content and having an active online presence, will allow the authenticity of your message to shine through. This way, people will be more likely to pick up on inconsistencies that appear from other sources, protecting your brand’s credibility. 

Leveraging Brand Visibility

Brands are some of the most prominent entities in our society, and they can use this visibility to drive public opinion and social engagement.

• Whether through more traditional ad campaigns on TV or billboards, or through more innovative digital and social media work, all of the channels brands have access to are powerful tools.
• Using this space to show positive images and messages is an excellent way to inspire consumer confidence in tough times.
• In this way, brands can leverage their visibility to bring people together, as opposed to being yet another cultural divider.