We all know the line: “We are living in a digital age.” 🙄 Heard it a thousand times, right? But let’s pause for a second – have you actually thought about what that really means?

We’re online pretty much 24/7. Scrolling. Posting. Commenting. Sharing. It feels endless. And with all this constant activity, a big question pops up:

👉 Who really owns the stuff we put online?

Once It’s Out There, It’s Out There

Here’s the truth bomb: once you post something, it’s not fully yours anymore. Even if you hit delete, it’s not really gone. Someone could’ve already saved it, screenshotted it, or shared it. The internet has a long memory.

Which makes me wonder: why do people act so differently online? You’ve seen it too: bold comments, hot takes, things people would never say face-to-face. That keyboard confidence is real, but so are the receipts. 👀

Why This Matters for Branding

If you’re a small business or building a personal brand, this isn’t just internet drama, it’s your reputation. One poorly worded post or misunderstood campaign can tank your credibility fast.

And trust me, it happens a lot.

• American Eagle’s “Great Jeans” campaign was meant to be playful. Instead, people slammed it as tone-deaf and insensitive, given how loaded the word “genes” can be.
• Cracker Barrel’s recent rebrand tried to modernize their logo and vibe – but instead of winning new fans, it confused (and irritated) their loyal customer base. The internet roasted them for fixing something that wasn’t broken.
• Even Bud Light’s 2023 partnership with Dylan Mulvaney showed how fast divided public opinion can spiral into boycotts and real financial damage.

So, should brands play it safe? Or roll the dice and take risks?

Safe vs. Risky: The Big Debate

Here’s my hot take: risks are worth it. 🚀

Playing it safe keeps you out of trouble, sure – but it can also make you forgettable. Risks, on the other hand, get people talking. They make you stand out. But yeah, they also come with a bigger chance of backlash (hi, cancel culture 👋).

So how do you play the game without losing?

How to Stay Relevant and Avoid Getting Canceled

Here’s the playbook:

✨ Know your audience. Really know them. What they love, what they hate, what they’ll rally behind. American Eagle missed this mark; the wordplay didn’t land with the people they were trying to reach.

✨ Stay true to your values. If you take a risk, make sure it lines up with your mission. Nike’s campaign with Colin Kaepernick worked because it tied directly to their “Just Do It” ethos.

✨ Don’t chase every trend. Cracker Barrel’s rebrand looked like a desperate attempt to “keep up” rather than leaning into what their audience already loved about them.

✨ Own your mistakes. If you mess up, don’t disappear. A sincere apology and a clear path forward go a long way.

✨ Build long-term trust. Brands like Wendy’s can get away with savage roasts on Twitter because they’ve built years of consistency and authenticity. Their audience knows that’s who they are.

What This Means for Small Businesses

Okay, so you’re not Nike or Bud Light; you’re a small business owner, freelancer, or creator. Does all this still apply? 100%. Here’s how to make it work for you:

💡 Be intentional, not impulsive. Don’t post just to “fill the feed.” Make sure every piece of content connects back to your brand’s story.

💡 Show personality (but with boundaries). People love authenticity, but know where your “line” is so you don’t regret crossing it later.

💡 Engage, don’t just broadcast. Talk with your audience, not at them. Reply to comments, answer DMs, and use feedback to guide your content.

💡 Document, don’t delete. If you make a mistake, acknowledge it and move forward – don’t try to erase history. People value honesty over perfection.

💡 Stay consistent. Consistency builds trust. Even if you’re small, showing up regularly with a clear voice makes you memorable.

Remember: the internet is a stage, whether you’re running a billion-dollar brand or baking cookies in your kitchen. How you show up matters – and the risks you take can either make you blend in, or help you stand out.

The Bottom Line

The internet is the wild west. Unpredictable. Messy. Divided. But it’s also where brands – big or small – can make the biggest impact.

The goal isn’t to avoid risk altogether—it’s to take smart, intentional risks that align with who you are. Because in this digital age, fading into the background is just as dangerous as being canceled.

So, next time you’re about to hit “post,” ask yourself: Is this worth the risk?

Sometimes the answer is no. Sometimes the answer is absolutely yes. 😉