I think we can all agree that these are divisive times we’re living in. And when you, as a brand, take a stand on a political or moral issue you run the risk of losing customers. Sharing your views on contentious issues will no doubt turn some people off. But it can actually boost your brand loyalty—if you know what you’re getting into.

When Brands Take a Stand

A friend of mine owns a brick-and-mortar business here in downtown Cincinnati. He’s done an amazing job of building his brand over the years. He has a successful niche with a large following of devoted fans. He doesn’t post on social media about politics or religion, or any other controversial subjects because he knows he is the face and voice of his brand. And his brand isn’t about taking sides.

But when he recently shared his opinion on a hot political topic on Facebook, some of those devoted fans turned angry. One of the comments in particular caught my attention. One of his friends said, “Half the population doesn’t agree with you. You still want those people as customers correct?”

I thought about that for a minute. What happens when you make your deep-seeded values and beliefs public? How does this affect your business? Does it ultimately hurt your brand or help it? What if you don’t want those people as customers?

Taking a Stand Will Cost You Customers

Donald Miller built his reputation as an acclaimed author of books about Christianity. He grew a following of devoted Christian readers who looked at life, and Christianity, the way he did. A few years ago he ventured into the marketing business and started StoryBrand. The StoryBrand Workshops aren’t about religion, they’re about communicating your brand. He wasn’t marketing his brand as “Communication Workshops for Christians.”

But he still has this tribe of devoted Christian fans who tend to look at the world through a more conservative lens.

So when he recently Tweeted his thoughts about the Trump administration he caused a bit of a kerfuffle among his Christian followers.

One of his recent tweets:

The closer Mueller gets to Trump, the more the president will ramp up war with North Korea. He will cause a deadly distraction. Congress should impose temporary boundaries given this presidents temperment and mounting evidence.

— Donald Miller (@donaldmiller) December 4, 2017

Conservative Christians lashed out:

Please no @donaldmiller I know you're about story, but don't stick your nose where it hasn't been asked to go…

— RA Ahnen (@R_Ahnen) December 6, 2017

Why do you alienate your followers?

— Kevin Haun (@TheHaunestTruth) December 5, 2017

Mr. Miller. I think you should stick to helping businesses and stay out of politics. Last time I check the President isn’t launching missiles, NK is. Stick to what you know. Or be ready to lose followers

— Derek Gruell (@derekgg1) December 5, 2017

There was a common theme to the replies—that Donald Miller should keep his opinions to himself or risk losing customers.

Another example is Jeni’s Splendid Ice Creams.