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How to save your brand in a crisis

Companies suffer with negative press, issues and product recalls all the time, but it takes a significant crisis to bury a brand. With that in mind, here are some strategies that can help keep a brand intact, even during a crisis.

  1. Think like a consumer

If you are in the position of your customer, what do you want to hear? Focus on solving their problems and overcoming their fears, rather than just focusing on your interests. Customers must always take precedence.

  1. Hold that thought

Often companies want to interfere too quickly to present the world with their side of the case. Wait until you have all the facts. Taking all the blame and admitting to mistakes too quickly can backfire.

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  1. Use what you have

Use your core principles to your advantage. If you are a company that is 100 years old, chances are that you will have a rich history to share. Or, maybe your business is family owned, and you can talk about the roots of your small business.

  1. Sorry

When that makes sense, a sincere apology will make your company feel more human while giving trust when it’s needed. For help in a PR crisis, call on a PR Cheltenham company like https://www.targetgroup.co.uk/

  1. Exceeds expectations through full transparency

One of the best things you can do to maintain your relationship with customers is to fully reveal the root of the problem and the steps you take to overcome it. Customers want the company where they do business to fix it. Even when nothing seems to help, that effort will be appreciated.

  1. Overcome problems with empathy

We’ve all seen this before; a company does something wrong and overcomes the problem. Whether you are a big or small business, your public wants an explanation, and recognition of your actions towards customers is important. Everyone makes mistakes. All that matters is how you fix it.

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  1. Keep promises and be honest

Whatever you promise your customers, send it and give it well. As simple as that. It’s better to promise a little and deliver a lot than the opposite. Don’t offer more than you can provide, and never give false information because of negligence; it will be found in the end.

  1. Have a plan

If you don’t have a crisis plan, now is the time to get it. And while the hope is that you will never need it, preparation is the key. Also consider getting a third party perspective because someone from the outside will be a calming force in the flow of chaos.

  1. Take it to social channels

It is important to have a crisis communication plan before you start communicating, but the most important thing to remember is being quiet can work against you just as much. Don’t let your customers wonder and speculate as to what happened. That will only make them even more upset. Remember, your customers live in the world of instant information. The more ready you are, the better.


Whether you realize it or not, at some point, every company experiences a crisis. Even though I hope you don’t need to use these tips, being prepared is the key to overcoming problems and maintaining the brand you have worked hard to get up.

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