84 Lumber got it wrong on Super Bowl Sunday. In fact, the brand got it really, really wrong.

For the first time in its history, 84 Lumber, a $2B building materials company, entered the Super Bowl ad competition to build brand awareness as it looks to expand its operations in the US. Their entry was a controversial but impactful commercial detailing the emotional immigration journey of a Hispanic mother and daughter looking for a new life in the US. At the conclusion of their long journey, they are momentarily devastated as they come face to face with a large wall separating the two countries. However, soon they are relieved as they spot a large door in the wall built by US workers allowing them entrance into the land of the free. As they push open the door, the tag line “The will to succeed will always be welcome here.” appears on the screen.

It just doesn’t get any more clear that that. Obviously, 84 Lumber set out to make a statement about who they are as a brand, what they believe in and what they stand for. Right?

Not so fast. Amid an onslaught of criticism from anti-immigration critics, the brand’s CEO Maggie Hardy Magerko now has publicly stated that the commercial was NOT intended to be pro-immigration. Indeed, she stressed that her brand is pro-Trump, pro-wall and anti-immigration. She has stated that the advertisement, at its core, “was meant to attract new, young employees” for her growing business and to generate new customers while “stimulating the housing market.”

Ad agency Brunner, which filmed the spot in Mexico, suggests that the commercial’s message is one of patriotism. Chief Creative Officer Rob Schapiro explained that “The intention is about opportunity.”

“Huh?” said every viewer watching the commercial However the brand chooses to spin it post-launch, this evocative commercial turned out to be one epic #BrandFail. It serves as a manual for all brands in how NOT to execute your brand voice. Spending millions of dollars on your first-ever Super Bowl ad which is a clear representation of exactly opposite of who you really are as a brand is just wrong.

It has left consumers wondering exactly who 84 Lumber really is. Is it the Super Bowl version that believes in the immigration experience where the will to succeed is rewarded? Or is it the fallout version where the brand’s CEO clearly states her beliefs are the exact opposite?

The brand did create a memorable ad but for all the wrong reasons. In one fell swoop, 84 Lumber succeeded in antagonizing both those for and against the immigration experience and leaving everyone wondering the same thing: “Who are you and what were you thinking?”

As the conversations and controversy continues to swirl, it is useful for all brands to be reminded of the lessons 84 Lumber unwittingly served up:

1. Know who you are.
Dust off those brand identity and voice PowerPoints and revisit who you say you are. What value attributes define you? What is your identity message for consumers?

2. Be clear about your goals for taking a political stand.
If you are going to rise up and take a stand for some social issue in this political climate, make sure it aligns with who you say you are. Be prepared for a backlash and the consequences that might mean for your business.

3. Be consistent.
Don’t do one thing and say another. Make sure your brand actions and communications in all channels are uniform and consistent with your brand identity.

4. Make sure everyone’s on the same page.
If you’re aiming to make a splash to garner some attention with a high-profile content message, make sure your entire team is in alignment in terms of messaging, execution and promotion.

5.  Define a clear point of view.
Whether it’s climate change or pay equity or diversity, make sure you have clearly defined your brand’s position on the issue. Craft messaging that effectively supports this position and do not stray from it if consumer response is not what you expected.

6.  Understand you can’t be everything to everyone.
When you choose to take a stand on a social or controversial issue, keep in mind that your efforts will attract both supporters and critics. Be prepared to respond to critics while maximizing opportunities for new brand advocates.

Increasingly, consumers will be looking to brands to demonstrate their ability to drive social change.  To do so in a meaningful way, brands must craft messaging and content that effectively communicates their values and beliefs.