Reading the Room

However, what marketing and communications specialist hasn’t been fascinated at how the world has reacted? Not just here in the UK, but worldwide. And wider than just the Royals Brand Inc itself but all brands and their reaction to the news.

Ever since the first news that William and Harry were heading up to Balmoral, comms departments went into overdrive – should we add a statement onto our socials and website? What do we say to staff/clients/customers? Some were natural leaders – those who had a link with the Queen through a Royal warrant, or patronage. Others came out of the woodwork with their photos of the Queen taken during her 70 years’ worth of service – some with themselves, family members or those in their organisations. Others floundered between ‘Is this right for my brand? Is there a direct connection? What should I do?’ Many waited to see what competitors and those in their sector looked to do.

And this is where you needed to read the room. It was very much around who your target audience are, what values they uphold and where your brand sits. With the majority of us in business in the UK never having experienced a death of a monarch, let alone such a long serving one, there was no rule book to follow. Although we all knew it would come, and the Palace and HRH’s Comms office would have been preparing for this for years, there was definitely a sense of waiting for public reaction. And the public did react. From 15-hour queues to see The Queen’s coffin lying in state to the 4 billion that watched the funeral worldwide.

So, what were brands to do? And moreover, what about those working for brands? Some organisations stopped their social media during this period of time, as a mark of respect. Some told their staff to also stop posting during the mourning period. Some felt offended when they saw life going on as normal, some with more Republican leanings, felt aggrieved that life wasn’t going on as normal.

Of course, it goes back to authenticity. If your brand held up the values of Britishness, of British heritage and all that stands for, it was right to metaphorically stand in silence. It is likely that your target audience -regardless of age, gender and background as as we saw the outpouring crossed the divide – would have felt that was appropriate. For those whose brand values are more unconventional, irreverent, then maybe a nod to the news would seem right, but more than that possibly feel like exploitation.

It's back to not jumping on the b(r)and wagon but ensuring that your brand values remain strong – which of course is what the monarchy’s showed in true colours throughout the news of the death and mourning period of Her Majesty.