A crisis can strike at any stage of a company’s growth. Whether a new business is building its brand from the ground up or an established business is refining or overhauling its brand, when a crisis hits while a company is in the midst of creating its brand, there are some important considerations to keep in mind.
Here, members of Forbes Agency Council share critical things marketers must be mindful of when branding during a crisis. See their tips below to ensure branding efforts in times of crisis won’t lead to unanticipated issues regarding a brand’s story, reputation or image. With a solid strategy and a little foresight, a growing brand can continue to evolve and emerge from a crisis even stronger than it was before.
Forbes Agency Council members share things to keep in mind when branding during a crisis.
Photos courtesy of the individual members.1. The Brand Must Continue To Reflect What The Company Stands For
Remember, a company’s brand must be a reflection of what the company stands for. It’s not a one-time action item. The same is true in the middle of a crisis. What the brand stands for must be reflected during a crisis. Be mindful of how responses are communicated. Monitoring everything carefully and being thoughtful in how the action plan is carried out will set the stage for surviving any crisis. - Leeza Hoyt, The Hoyt Organization, Inc.
2. Overreacting Can Create Another Crisis
Understand the crisis; don’t overreact and create one. Know what you are dealing with—is it a threat that can be managed, or is it an outrage? Be transparent about the crisis and your response. Go directly to your key audiences (don’t rely on the media or others). This means you must know each audience and have a plan to reach them. A crisis plan—no matter how basic—is essential. Get it done. - John Davies, Davies Public Affairs
3. The Customer Belongs At The Heart Of Your Communications Strategy
Always consider the customer and put them at the heart of the communications strategy. Go so far as to have an empty seat at the workshop table for the customer so that their needs and point of view are always considered and never overlooked. Doing this promotes empathy, which is critical when navigating a crisis. - Sarah Tourville, Media Frenzy Global
4. Focusing On The Customers Will Put You In The Right Mindset
Focus on the customers. When your focus is on them, you will have the right mindset to fix the problem and grow from it. Don’t make the crisis synonymous with your brand or company; look at it as a challenge that you can weather and come out stronger on the other side of. - Chris Siebeneck, SEO Werkz
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5. A Brand Built Around A Crisis Won’t Stand The Test Of Time
Determine whether you want your brand to continue after the current crisis is over. If you brand your company around a crisis, it will not stand the test of time and will become irrelevant once the crisis is over. Imagine having a technology company called Y2K Protect in 2022. - Darrell Keezer, Candybox Marketing
6. You Must Resist The Temptation To Become Invisible
Don’t stop brand building. It can be tempting to pause all advertising, marketing and brand investments during a crisis—to become invisible. But that too is a choice, and one that involves letting go of the discourse that surrounds you. Not only must crisis communications be transparent, reflective and tonally on-point, but they must be visible too. - Chris Martin, FlexMR
7. Humane Brands Are More Easily Forgiven
Humans make mistakes, and humane brands are more easily forgiven. Believe in the integrity of your brand. Be forthright in your actions. Communicate accordingly. Never forget that anger is incremental. Broken brands keep insulting the sensibilities of their customers. Over time, frustration builds and backlash worsens. That means the next crisis will be worse—perhaps fatal. Fix your brand and culture now. - Stephen Rosa, (add)ventures
8. Things Are Not The Normal Status Quo (So Don’t Pretend They Are)
Don’t be tone-deaf. When a crisis hits, the brand team needs to evaluate the appropriateness of their messaging and communications activities in this new, hopefully short-lived, environment. Don’t act as if things are the normal status quo; they aren’t. People and/or your reputation have been hurt, and you need to demonstrate empathy and make smart decisions. - Jim Heininger, Dixon|James & Rebranding Experts
9. Consistency And Communication Are Key
Be proactive, not reactive, in these situations. Be strategic and ensure your team is on the same page regarding how you’re addressing the situation. Be honest with your team. Crisis matters range, so there’s not really a one-size-fits-all answer. Consistency and communication are key. Be sure you’re communicating well with your customers and employees in a respectful manner. - Jessica Kopach, The JKO Agency
10. All Of Your Audiences Need To Receive Targeted Communications
When a crisis strikes, you must first think of all your audiences: customers, prospects, employees and so forth. It’s important to rapidly develop targeted communications for all of these constituents, including letters, emails, social posts and even press releases. The media can play a key role in helping you deploy your messaging to a larger audience beyond your address book. - Michelle Abdow, Market Mentors, LLC
11. A New Brand Can Be Built Upon Your Core Brand Values
To successfully mitigate a crisis through branding, ensure your entire workforce is on board, practice total transparency and respond immediately. Make sure to get your message heard, incessantly measure the impact of your statements and posts as you go, and know when to stop. Build your new brand upon your core brand values and show real change. - Dejan Popovic, PopArt Studio
12. A Crisis Can Be An Opportunity To Nail Your Branding
Think of a crisis as an opportunity to really nail your branding by digging deep. Now, more than ever, you are required to know your story and your purpose—the “why” behind the “what” you offer. Remove the frills, keep it simple and be deliberate with all outward-facing copy (even after a crisis!). - Samantha Reynolds, ECHO Storytelling Agency
13. You’ll Receive Questions That Have Nothing To Do With Your Brand
Companies need to be prepared to have questions coming in about the crisis that have nothing to do with their brand. It is important to have a plan and messaging in place to deal with that. That means having a place to send those queries as soon as possible. - Jon James, Ignited Results
14. Every Crisis Can Be A Catalyst For Positive Change
When branding at any stage of a company’s growth, it is important to keep the messaging consistent and accurate. During a crisis, the company’s core values should be the foundation of any communication to maintain public trust. Every crisis has the potential to be a catalyst for positive change; the key is to lean into your values and communicate with honesty. - Katie Schibler Conn, KSA Marketing
