Trump Sparks a Crisis for His Business Empire Just Before Returning to It

It’s right there in the first few pages of “Trump University Branding 101”: “The truth is, everything you say and do is important,” he wrote in the 2008 book’s foreword. “Actions matter.”

After egging on a mob that rioted inside the U.S. Capitol last week, the brand that’s at the heart of President Donald Trump’s career and fortune is in crisis. He is being shunned by some of the political donors who fuel him, the tech companies that amplify his voice, the banks handling his finances, the American golf industry that brings business to his clubs, and even the Canadian company behind his online stores.

It took all four years of Trump’s presidency for most of those corporate allies to turn on him. Now, they’re standing up to him when their pressure can’t change much about an administration that’s in its final days. But they do have the power to hurt his return to the business world.

“As he’s walking out of the palace gates he’s torching the kingdom, but in doing so he’s permanently damaging his own brand,” said Sally Hogshead, a branding specialist. “There’s a shame factor with being associated with the Trump brand for a larger percentage of the population than before.”

The Trump Organization didn’t immediately respond to requests for comment.

In a span of a few days, Trump has been rejected by Wall Street, Silicon Valley, and Washington. Internet giants took away his social media megaphone after his posts encouraged violence, with Twitter Inc. suspending his personal account and Facebook Inc. extending a ban indefinitely. Shopify Inc. said it shut down his e-commerce stores, impacting the Trump Organization’s official store and a campaign shop. The firm “does not tolerate actions that incite violence,” a spokeswoman said.

Some of the banks that Trump and his family have worked with for years are distancing themselves.