A smart business would never take for granted the establishment and maintenance of its “brand,” that which defines its relationship with its customers and its place in the market. It is intangible, yet vital. However, few companies invest a fraction of the same energy and resources in the development and advancement of their public policy influence and reputation — in other words, their “Public Policy Brand.”
Why is this? Possibly because these companies don’t operate in heavily regulated industries or industries which have come under significant criticism by policymakers or the community-at-large…yet. Even businesses which have enjoyed relative quiet – the business model that supports their industries may have been fairly static – need to engage in some scenario-based planning. For example, would a shifting societal concern for the environment or a rapid unanticipated change in energy prices threaten your business? And as a result, could policymakers effectively demonize your very livelihood?
Our latest Point of View, What’s Your Policy Brand? (PDF), can help you understand your business interest in the policy-making process – even if you do not operate in a heavily regulated industry. There are great rewards to helping shape how your industry is viewed by influential politicians. The flip side (there’s always a flip side)? There are even greater risks in being passive.