Your brand values clash with an influencer's content. How will you maintain your marketing integrity?

1 Assess Impact

Before taking any action, evaluate the extent to which the influencer's content clashes with your brand values. This isn't about a difference in creative approach, but a fundamental mismatch that could affect your brand's reputation. Consider whether the content is a one-off mistake or part of a pattern that goes against what your brand stands for. It's crucial to weigh the potential impact on your audience's perception and trust in your brand. Only by fully understanding the situation can you make an informed decision on how to proceed.

3 Strategic Shift

If the influencer's content continues to clash with your brand values despite open dialogue, it may be time to consider a strategic shift. This doesn't necessarily mean ending the partnership immediately, but rather re-evaluating the terms and content guidelines. You might need to refocus the influencer's efforts on aspects of your brand that they resonate with more, or adjust the campaign to better reflect your brand's message. A strategic shift helps ensure that your marketing efforts remain consistent and true to your brand identity.

4 Contingency Plan

Always have a contingency plan in place for when partnerships don't go as expected. This plan should include steps for disassociating your brand from the influencer's content that clashes with your values, as well as strategies for communicating this change to your audience. Your contingency plan might also involve finding alternative influencers who align more closely with your brand or shifting resources to different marketing channels. Being prepared for such scenarios can help you maintain control over your brand's narrative.

5 Reflect and Learn

Use this experience as a learning opportunity. Reflect on how the clash occurred and what could have been done differently during the influencer selection process. Perhaps there's a need for more thorough vetting or clearer communication of your brand values upfront. Use these insights to refine your influencer marketing strategy and prevent similar issues in the future. By learning from these experiences, you can improve your approach and build stronger, more aligned partnerships.

6 Move Forward

Finally, it's important to move forward with a clear plan and renewed focus on your brand values. If a partnership ends, do so respectfully and professionally, keeping in mind the long-term reputation of your brand. Then, redirect your marketing efforts toward collaborations and content that truly reflect what your brand stands for. By consistently prioritizing your brand values in your marketing decisions, you build a strong, authentic brand that resonates with your audience.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?