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Building Brand Strength to Prevent Crisis

Penn State, Chick-fil-A, and Johnson & Johnson have all been through the tunnel of crisis. Whether their setback was caused by values, actions, or mistakes, all three organizations were able to rebound because of a strong brand name and reputation. A great deal of time goes into developing a respectable brand, and it needs to be protected from crisis. Here are five tips for building your brand to conquer crisis:

1) Find Brand Ambassadors

Behind every great organization is an army of loyalists who believe in the brand. Find clients and customers who believe in your mission and your product, and who will stand behind you when the going gets tough.

2) Project Your Vision and Mission

Determine what you want your business to accomplish and make it known company wide. Defining your purpose and positioning it as the key driver throughout your team will keep your company on track.

3) Build Relationships

Build relationships and partnerships with businesses and organizations who support your mission. Building a professional network that will stand behind you can be great for developing beneficial partnerships both inside and outside times of crisis.

4) Inspire Your Employees

It’s important to make sure that every day does not feel like a Monday. Get to know your employees and their interests, while finding a way to interject their passions into their jobs. An inspired employee cares about the company’s brand and how they can protect it.

5) Let Google Work in Your Favor

Invest in Google search terms that are relevant to your company, brand, and product. While it’s nice to have the top search result, there are still 9 other results on the front page. Taking control of online conversation can be a great way to effectively communicate with your clients/customers in times of peace and a great firewall if crisis arises.

For more information regarding crisis management or leadership, do not hesitate to contact the Fallston Group at 410.420.2001 or by email at info@fallstongroup.com.

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