When a crisis breaks you should think immediately about protecting your brand. Before creating your fact sheet and writing talking points you should review your branding themes in your mind. What differentiates us from our competition? And most especially, which of our branding themes define our culture and values? Now think, how will I reinforce these themes through the crisis talking points I choose?
Consistency of message, product, and distribution is the lifeblood of brand stability. Once defined, the key to brand effectiveness is to always deliver the same experience, and the same quality. One bad meal in a restaurant and the business can lose a customer forever. And what’s more, the word-of-mouth of that one customer can literally destroy that brand for a huge number of people. You can either be admired because the way you handled a crisis is compatible with perceptions of brand expectations, or you can destroy all trust in your organization with a disappointing level of performance.
Once the crisis moment fades you should launch a “post crisis” initiative. Your purpose should be to re-build and reinforce your fundamental brand themes, with special emphasis on those that articulate your culture and values. State the themes, and then find and tell stories that reinforce them. Repeat the themes often to remind employees and constituents what your organization is all about. And don’t forget to continue your new-found relationships with the news media so that you have journalists who know your values when other crises strike.