An image crisis can befall any brand - regardless of its size or industry. Experts believe that the basis is not only to react quickly, but also to prepare timely tools to minimize the negative effects and restore customer confidence.
How to deal effectively with a brand crisis? In addition to speed and flair, you also need structured knowledge to draw from, and experience to gain with each successive micro-crisis. Data shows that in some brands, image problems of this smallest scale even happen daily! What to do before the fire spreads? How do you react so as not to cause yourself even more problems?
Is the brand crisis really that scary?
What is brand crisis? To put it simply, it’s a… situation. Particularly a situation where a company’s reputation is significantly damaged due to negative events, scandals, or public backlash. The most challenging part is that it can happen anytime: it can arise from poor customer service, product failures, ethical issues, social media controversies, or even misinformation (yes, fake news are a big issue nowadays!).
So: is it scary? Well, both yes and no. Yes, because it can lead to a loss of consumer trust, declining sales, and long-term harm to a company’s image. No, because you’re not defenceless against it – there are many steps you can take before you give up and call it a day. But treat the crises – even the minor ones – with seriousness, as the customers remember more than you expect, even after years, and associations made with your brand during the crisis may stick with you forever.
One conclusion we can draw from this is that some things just don’t disappear from the Internet, which is why it’s so important to prevent crises and, when they do happen, to respond efficiently.
Brand crisis versus data. Do you know the 5P rule?
Do you remember what was the biggest crisis in 2023? Probably not. Some time has passed, emotions have subsided, and it’s hard to recall the details from the march at this point – but I guarantee that if you read the news snippet, you’d immediately recall the voices from the time of the affair. How you perceive the image of the brands and people in question has changed over time, hasn’t it?
In words of Beata Łaszyn from Alert Media Communications:
Celebrity and influencer crises are not only their personal problem, but also a challenge for the brands they work with, as questions automatically arise about whether the company knew about the controversy and how it responds to allegations against these celebrities.
There is a reason why brands are afraid of such situations, and the cooperation of big influencers with even bigger brands often stirs up a lot of controversy. At one of the editions of I Love Marketing 2024, during a presentation by brand representatives who referred to the success behind the collaboration with Robert Lewandowski, a question was raised from the audience about what about the rumors that Lewandowski used the brand’s phone only for promotion, and in fact…. used his iPhone on a daily basis. As you can see, many inconspicuous rumors or innocent faux-pas stay in the minds of consumers for a long time.
Well, then, do you have something to be afraid of?
Not necessarily.
We started this paragraph from mentioning the 5P rule, useful when you ask yourself how to save your brand in the face of crisis.
The 5 P’s of crisis management are: Predict, Prevent, Prepare, Perform, Post-Action and Assessment
And trust us – it makes a lot of sense to stick with what others have learned already instead of painfully finding the hard truth yourself.
How to deal with a brand reputation crisis – and what causes it?
When it comes to the sources of brand crises, in the first place, we have online crises – that is, what happens when a controversy erupts online. And it can be a flood of negative comments, fake news, data leaks, cyber-attacks…. and much more. Interestingly, deepfakes have joined this group unnoticed.
What other conclusions can be drawn from the online threat data? Some of them may still have a source within the company – let’s mention here, for example, employees’ incompetent use of social media. Yes, ineffective replying to negative reviews or inappropriate behavior toward customers can create conflict.
You need to keep your hand on the pulse because crises are… standard – the fact that they happen is absolutely normative; you just need to know how to react.
What else can we infer from the reports? For example, the world has begun to fear so-called “black swans” – these are significant crises that are impossible to predict at the time of year or strategy planning. This trend probably stems from the fact that the last few years have shown us that we can expect many things. Still, something will surprise us – whether it’s a global epidemic, armed conflicts, or even political crises that translate into consumer sentiment and reflect on brands.
Brand reputation crisis management from A to Z
It’s always good to get a sneak peek at professionals and people who have had to contend with bigger things than you have so far – and they’ve coped!
1. Newsletters in internal communication
Effective internal communication is the basis of crisis management. Employees need to be informed about the current situation – this avoids misinformation and speculation, and employees are often the brand’s first line of defense. They should know how to respond to customers and what steps the company is taking!
2. Update or create crisis manuals
A well-prepared crisis manual is a kind of manual for difficult times. It defines the procedures for acting in the event of a crisis situation. What should be inside? Potential crisis scenarios, a response plan, a list of responsible persons and communication strategies. Well, and make sure it’s not a ten-year-old document: updating it allows you to adapt it to the changing market environment.
3. Online/traditional crisis communication training
Why not take advantage of training to help your company prepare for possible conflagrations? Simulations of crisis situations, complex cases or workshops on properly formulating messages. Thanks to them, employees can better understand their role during a crisis and not create messages like: “We’re sorry, even though you’re wrong.” Customers won’t go for that – not in 2025.
4. Develop Q&A documents for current issues
Q&A documents based on questions and answers, or rather, difficult questions and even more difficult answers, help unify the message and avoid conflicting information. Everyone in the company with a customer contact/social media presence should have the same position and be prepared to answer questions. Preparing clear explanations will allow the company to respond faster and more effectively to inquiries from the media, customers or business partners.
5. Sending out press releases and information
Clear, transparent and well-prepared press releases allow you to control the narrative in the media – and this is where the battle for the brand’s to be or not to be is often played out. What we consider absolutely crucial is monitoring the media and reacting quickly to any misinformation. What if your content writer is just on vacation, and you need good content right now? Maybe last-minute content service will be suited just for you?
7. Prevention – track brand mentions and monitor audience satisfaction
Some brand behavior will be met with immediate backlash, for others, dissatisfaction will gradually grow. It is possible to get out of any situation with a face, but in the latter case quick, efficient and consistent action will actually nip the problem in the bud. Do you know what will be useful in this case? Monitoring brand mentions – read more about it.
Brand reputation crisis management: what to do so it doesn’t defeat you?
A brand crisis is quite a challenge, sure, but a well-planned communications strategy helps limit its impact. On the one hand, we have the above, i.e. regular training, updating manuals and proper information management; but what could a checklist of what to do when you’re already on fire, and don’t have time for training, look like? First – remember that every crisis passes, but it’s up to you how quickly and with what echo.
So let’s try to imagine what to do in the face of a branding crisis.
Identify the problem – what is the source of the crisis and what are the consequences? Is it a roll posted on social media, or a statement, or maybe a product problem?
Assemble a crisis team – if you don’t have internal experts, use external specialists, such as content creators.
Check current information – analyze what has already been said in the media, and what customer feedback is, and address it internally first.
Develop a consistent message – prepare a clear, transparent statement and Q&A document for employees and the media.
Implement a communication strategy – send press releases, post information on social media and the website – remember to keep a reasonable tone and address the issue transparently.
Monitor the situation – keep track of feedback, comments and adjust communication accordingly. If you make a mistake somewhere, don’t be afraid to admit it or back down – customers will respect that.
Summarize and draw conclusions – After the crisis is over, analyze your actions so you can act even more efficiently in the future.
And for the dessert: brand crisis management examples
Let’s dive into three different crisis situations.
Pepsi’s controversial ad with Kendall Jenner (2017)
The crisis. Pepsi released an advertisement featuring Kendall Jenner, portraying her handing a can of Pepsi to a police officer during a protest. The ad was widely criticized for trivializing social justice movements, especially Black Lives Matter.
The response. After a massive backlash, Pepsi quickly pulled the ad and issued a public apology, acknowledging their mistake and stating that they had “missed the mark.”
Lesson learned. Brands must be sensitive to social issues and avoid commercializing activism without genuine involvement.
Unilever’s greenwashing investigation (2023)
The crisis. Unilever faced an investigation by the UK’s Competition and Markets Authority (CMA) over potentially misleading environmental claims on its products. The probe centered on whether the company exaggerated the environmental benefits of its goods, a practice known as greenwashing.
The response. Unilever cooperated with the investigation and emphasized its commitment to sustainability. The company faced increased pressure to substantiate its environmental claims and improve transparency in its marketing practices.
Lesson learned. Companies must ensure that their environmental claims are accurate and verifiable to avoid regulatory scrutiny and maintain consumer trust.
Gucci’s brand reinvention (2024)
The crisis. This is an interesting one! Because it showcases how much a great crisis management can do for you. Facing declining sales and a diluted brand image, Gucci recognized the need for a strategic overhaul to restore its position in the luxury market.
The response. Under the leadership of François-Henri Pinault, Gucci adopted a more timeless aesthetic, reduced product availability to enhance exclusivity, and overhauled its executive team. The brand also focused on high-profile acquisitions and optimized its distribution networks.
Lesson learned. Strategic reinvention, including leadership changes and a return to core brand values, can revitalize a brand’s image and market position.
Brand crisis – strategies and solutions. Let’s recap
I wrote it at the beginning and will repeat it again: an image crisis can happen to any brand. That’s why proper preparation and quick response are so crucial. Among the most effective and popular methods of crisis management are:
Internal newsletters – help maintain consistency of communication within the company.
Crisis manuals – define procedures for acting in crises.
Crisis communication training courses – both online and traditional – prepare teams to respond appropriately.
Q&A documents – facilitate consistent and clear communication with the media and customers.
Press releases – help control the narrative and limit the negative impact of the crisis.
In the event of a crisis, it is crucial to quickly identify the problem, develop a consistent communications strategy and monitor the response. If you don’t have enough inhouse resources, reach out for support from external specialists, such as content specialists. Proper management of a crisis not only makes it manageable, but can also strengthen trust in the brand.
Contact us if you need support – whether it’s about content, link building, or fighting with spam content on your site. We got you!
An editor by profession. She has been working in marketing for the past 5 years — first in the social media teams of Krakow publishing houses, then in SEO and copywriting, until she finally decided to excel in content marketing and combine her organizational skills with her extraordinary linguistic sense of style. She works on content projects at Delante, conducting content audits, arranging content plans, and creating content for the most demanding clients. Privately, a cat behaviorist, future dog trainer, and a lover of tattoos and RPG games.
An editor by profession. She has been working in marketing for the past 5 years — first in the social media teams of Krakow publishing houses, then in SEO and copywriting, until she finally decided to excel in content marketing and combine her organizational skills with her extraordinary linguistic sense of style. She works on content projects at Delante, conducting content audits, arranging content plans, and creating content for the most demanding clients. Privately, a cat behaviorist, future dog trainer, and a lover of tattoos and RPG games.
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