Let’s be real. Today’s consumers can smell inauthenticity from a mile away. The other words I’d use to describe “inauthenticity?” Fake. Phony.

In a digital-first, feedback-in-seconds world, brands that attempt to appeal to everyone wind up resonating with no one. It’s like Alexander Hamilton famously said, “if you stand for nothing, you'll fall for anything.” Yet so many brands are still clinging to neutrality and tiptoeing around politics to avoid ruffling feathers. Or worse, brands are swaying in the direction that social media or pop culture tells them to sway. The irony? Playing it safe is now the riskiest move you can make.

For example, outdoor recreation giant Patagonia doesn’t just sell outdoor gear. Focused on environmentally conscious clothing, equipment, and food, they sell a movement. Since the 1980s, the brand has donated 1% of sales to environmental causes, contributing more than $89 million to grassroots organizations. In 2022, they took it further when founder Yvon Chouinard transferred ownership of the company, then valued at $3 billion, to a trust and nonprofit to ensure all future profits are used to fight climate change. That’s a value-based decision. And it’s clearly not fake.

This wasn’t just a PR stunt. It reinforced Patagonia’s long-standing ethos and deepened loyalty among its core audience: those who care about sustainability. In the Axios Harris surveys for 2023 and 2024, Patagonia ranked as one of the most reputable brands in America, scoring high on trust, ethics, and citizenship.

On the opposite side of the political spectrum is Black Rifle Coffee Company (BRCC). Founded by a U.S. Army Green Beret, BRCC proudly aligns itself with pro-military and pro-Second Amendment values. The brand has never shied away from taking stances on American patriotism, gun rights, and veteran support.

And guess what? That clarity hasn’t shrunk their audience. It supercharged it. After going public via SPAC in 2022, BRCC was valued at $3.7 billion. Their merchandise flies off the shelves. Their content often goes viral. And their customer base is fiercely loyal.

For both Patagonia and BRCC, you can agree or disagree with their political viewpoints. That’s not the point. The takeaway is this: companies like these are case studies in the power of consistency. People know exactly what these brands stand for. That allows customers to not just buy products, but to buy into a belief system. When people buy based on values, you become more valuable to them. And they’re willing to spend more. It takes you out of the red ocean and into a blue one.

Conversely, brands like Target are struggling under the weight of an inconsistent identity. Target spent years supporting LGBTQIA+, BIPOC, AAPI, and other marginalized communities, which drove a wedge between the retailer and conservative customers. Then, in 2023 and 2024, Target scaled back its Pride displays in response to backlash. The result? Alienation on both sides.

In 2025, Target rolled back DEI initiatives in response to Executive Orders signed by President Trump, further alienating its left-leaning base. Foot traffic was down 4.7% year-over-year the week of February 24, marking the fifth straight week of decline. Meanwhile, competitors like Costco, who maintained their DEI stance, saw foot traffic rise by 6.7%.

In late 2024, Target’s stock dropped 22%, wiping out $15.7 billion in market value. Shareholders have since filed lawsuits, accusing the company of misrepresenting the risks of its inconsistent DEI policies. This is more than reputational damage. It’s real dollars lost. What does Target believe? You can’t tell me. And that’s why they’re losing clout.

Ben & Jerry’s, a longtime poster child for progressive activism, may soon find themselves in similar trouble. The brand has famously stood for causes like criminal justice reform and climate change. They’ve been loud, proud, and unapologetically political. But recently, parent company Unilever removed their CEO, reportedly due to concerns that the brand’s activism had become too polarizing and risky.

It’s a reminder that values-based branding works best when it’s aligned from the top down. When your brand voice and corporate structure are misaligned, backlash follows.

Importantly, this strategy isn’t just for billion-dollar brands.

PublicSquare, a conservative-friendly e-commerce platform, has grown by curating vendors who align with “pro-America” values. Sausan Molthen, owner of Bitchin' Baklava in San Francisco, joined the platform after facing criticism for her Christian beliefs. Taking a visible stand brought a surge in support and boosted online orders.

On the flip side, Beauty Bakerie, a Black-owned, women-led cosmetics brand, has grown a cult following for centering Black culture and values in its products and messaging. Founder Cashmere Nicole has used her platform to speak out on racial justice, and the brand continues to grow, landing major retail partnerships and expanding globally.

Both of these small-to-midsize businesses made bold choices, and gained not just attention, but traction.

At the end of the day, people don’t just buy products anymore. They buy what you stand for. They buy a value system. But it has to be real.

In 2025 and beyond, building a brand with backbone is no longer a luxury. It’s a necessity. If you’re a DTC brand trying to blend in, you’re already falling behind. Clarity creates loyalty. Vagueness breeds confusion.

This doesn’t mean every company needs to take a political stand. But it does mean you need to stand for something. Know who you’re for. Know what you’re about. Say it. Show it. And stick to it.

Natalie Micale is a revered branding strategist and the founder of Oh Hello Agency, which is a national branding firm with deep roots in the Midwest.

Opinions expressed by columnists in The Daily Record are not necessarily those of its management or staff, and do not constitute an endorsement or recommendation. Any errors or omissions should be called to our attention so that they may be corrected. Contact us at news@omahadailyrecord.com.