Brand reputation is a valuable asset for any business, but occasionally, companies may face a branding backlash that can harm their image and reputation.
However, with effective strategies and proactive measures, it is possible to rebuild a brand’s reputation and regain the trust of consumers and stakeholders.
Key strategies that can help companies navigate through branding challenges and successfully rebuild their brand reputation.
1. Address the Issue Head-On:
When facing a brand crisis or branding backlash, it is crucial to address the issue directly and promptly. Ignoring or downplaying the problem can exacerbate the situation.
Acknowledge the concerns, take responsibility, and communicate openly with transparency. This approach demonstrates accountability and shows that you are committed to resolving the issue.
Case Study: Johnson & Johnson’s Tylenol Crisis
In 1982, Johnson & Johnson faced a significant brand backlash when several people died after consuming cyanide-laced Tylenol capsules.
Instead of downplaying the issue, Johnson & Johnson acted swiftly, recalling all Tylenol products, cooperating with authorities, and introducing tamper-resistant packaging.
Their transparent and responsible approach not only rebuilt trust but also set a benchmark for crisis management.
2. Conduct a Thorough Brand Audit:
Perform a comprehensive evaluation of your brand to identify areas that may have contributed to the crisis.
Analyze your brand messaging, visual identity, product/service quality, customer experience, and overall brand perception.
This brand crisis management example will help pinpoint specific weaknesses that need to be addressed and allow you to make informed decisions for brand recovery.
Case Study: Volkswagen’s Emissions Scandal
Volkswagen faced a severe brand backlash in 2015 when it was revealed that they had installed software to manipulate emission tests in their vehicles.
To rebuild their reputation, Volkswagen conducted a comprehensive brand audit, identifying areas that needed improvement.
They focused on improving their environmental practices, investing in electric vehicles, and implementing stricter governance measures to regain consumer trust.
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3. Engage in Transparent Communication:
Perform a comprehensive evaluation of your brand to identify areas that may have contributed to the crisis. Analyze your brand messaging, visual identity, product/service quality, customer experience, and overall brand perception.
This brand crisis management example will help pinpoint specific weaknesses that need to be addressed and allow you to make informed decisions for brand recovery.
Case Study: United Airlines’ Passenger Incident
In 2017, United Airlines faced a significant backlash when a video showing a passenger being forcibly removed from a flight went viral.
United Airlines responded by publicly acknowledging the incident, issuing an apology, and implementing policy changes to ensure such incidents would not occur again.
Their transparent communication helped rebuild trust among passengers and showcased their commitment to customer satisfaction.
4. Revisit and Refine Brand Values:
Revisit your brand values and ensure they align with the expectations and values of your target audience.
Consider whether your brand messaging, actions, and overall brand experience reflect these values consistently.
Engage in purpose-driven marketing and emphasize your commitment to delivering on your brand promises.
Aligning your brand with social and environmental causes can also help recover your reputation and rebuild a positive reputation.
Case Study: Starbucks’ Racial Bias Incident
In 2018, Starbucks faced a branding backlash when an incident of racial bias occurred in one of their stores. To rebuild their reputation, Starbucks closed thousands of stores for a day to conduct racial bias training for employees.
They also announced their commitment to diversity, inclusion, and community engagement, aligning their brand values with the expectations of their customers.
5. Focus on Customer Experience:
Prioritize improving the customer experience to manage reputation risk and regain trust and loyalty.
Implement measures to enhance product/service quality, streamline processes, and address customer feedback and complaints promptly.
Invest in training your staff to provide exceptional customer service. By delivering a positive customer experience consistently, you can rebuild a positive brand reputation over time.
Case Study: Wells Fargo’s Fake Accounts Scandal
Wells Fargo faced a significant reputation crisis when it was revealed that their employees had opened fake accounts without customers’ consent.
To rebuild trust, Wells Fargo took measures to improve their customer experience.
They eliminated sales targets, implemented rigorous ethical practices, and launched a marketing campaign to communicate their commitment to customer satisfaction and rebuilding trust.
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6. Leverage Influencers and Brand Advocates:
Collaborate with influencers and brand advocates who align with your brand values and have a positive reputation.
Engage them in campaigns or initiatives to help amplify your brand message and reach a wider audience. Their endorsement and support can significantly contribute to rebuilding trust and credibility.
Case Study: Nike’s Colin Kaepernick Campaign
Nike faced a branding backlash when they featured Colin Kaepernick, a former NFL player known for his protests against racial injustice, in their advertising campaign.
Despite the backlash, Nike stood by their decision, leveraging Kaepernick’s influence and aligning with their brand values of standing up for social issues.
The campaign not only resonated with their target audience but also attracted new customers who appreciated their bold stance.
7. Monitor and Respond to Online Reputation:
Keep a close eye on your online reputation through social media monitoring and online review platforms. Respond promptly and professionally to both positive and negative feedback.
Addressing customer concerns and resolving issues publicly can demonstrate your commitment to customer satisfaction and brand improvement.
Case Study: Domino’s Pizza’s Social Media Crisis
In 2009, two Domino’s Pizza employees posted a video on YouTube showing them tampering with food. The video went viral, causing a significant branding backlash.
Domino’s Pizza responded by immediately addressing the issue, apologizing to customers, and implementing new quality assurance measures.
They actively monitored social media, promptly responding to customer feedback, and engaging in ongoing communication to rebuild their reputation.
8. Continuously Evaluate and Adapt:
Rebuilding brand reputation is an ongoing process. Continuously evaluate the effectiveness of your strategies and adapt as needed.
Monitor consumer sentiment, conduct brand perception surveys, and analyze key metrics to gauge progress. Stay attuned to market trends and consumer expectations to ensure your brand remains relevant and resilient.
Case Study: Facebook’s Data Privacy Scandal
Facebook faced a massive brand backlash in 2018 due to the Cambridge Analytica scandal, where user data was improperly accessed.
To rebuild trust, Facebook made significant changes to their data policies, implemented stricter privacy controls, and increased transparency.
They continuously evaluate and adapt their platform to address user concerns and regain trust in their commitment to user privacy.
Closing Thoughts:
Rebuilding a brand reputation after a branding backlash requires a strategic and proactive approach. Remember, consistency, authenticity, and a commitment to improvement are key to successfully navigating through branding challenges and rebuilding a brand reputation.
