What are some strategies for managing a brand crisis of purpose or identity?

To understand the root cause of a brand crisis of purpose or identity can actually start within ourselves as a brand. We look back into our own brand guidelines and essences to find out whether we have acted accordingly or whether our brand has implemented everything right. After checking out internally, we can also look externally to see whether people actually perceived us as we wanted them to and find out the inconsistencies. This is one way to kickstart your journey in improving how your brand purpose or identity is actually aligned with the market point of view.

Learn from the Crisis. It is important to use the brand crisis as an opportunity to learn and grow. Most importantly, identify any underlying issues that may have contributed to the crisis and take steps to prevent similar situations from occurring in the future.

Effectively communicating the brand story is essential in managing a brand crisis. When faced with challenges, transparent and authentic storytelling helps to provide context, address concerns, and maintain trust with stakeholders. Open and timely communication through various channels allows the brand to regain control of the narrative, minimizing reputational damage and fostering understanding among consumers, employees, and the wider community. A well-communicated brand story acts as a guiding light, helping the brand navigate through the crisis while preserving its long-term reputation.

Além de potencializar o Share of Mind e trazer diversos benefícios para os negócios, o storytelling também é extremamente necessário para a humaniza??o da marca. Ter uma marca humanizada pode ser um fator decisivo para mitigar impactos durante uma crise de imagem, já que uma marca que é percebida pelo público dessa forma tem muito mais espa?o para assumir erros e se posicionar de maneira transparente com sua audiência.

During a brand crisis of purpose or identity, a Brand Manager can employ Influencer Marketing and brand ambassadors strategically. Engaging these influencers aligned with the brand's repurposed values can amplify the new narrative, leveraging their authenticity and audience trust. Simultaneously, utilizing social media as a platform for transparent communication helps convey the brand's commitment to change. Employing brand journalism to highlight positive initiatives or impactful stories reinforces the brand's genuine efforts. By harnessing these tools collectively, the Brand Manager can steer the brand towards a refreshed identity and regain consumer trust.

During a crisis of purpose, I've found that redefining the brand's purpose involves not just a statement but a tangible commitment. For instance, if the crisis revolves around a disconnect between stated values and actions, initiating internal workshops or training programs focused on aligning behaviors with the brand's purpose can be impactful. This realignment needs to permeate throughout the organization, from leadership to every employee's daily actions, showcasing a united commitment to the brand's ethos.