How to successfully rebrand after a painful company PR crisis

by | Feb 8, 2019 | Analysis, Public Relations

Did you know that the first 60 minutes of a crisis defines its outcome? That first hour can make a huge difference between control and chaos.

If you managed to survive the golden hour, now you are probably thinking about rebranding as a way out. When brand image is tarnished, rebranding is an excellent way to start fresh, but also to grow more powerful.

However, the right strategy and its execution is the key to successfully reposition on the market. Read on to discover some valuable rebranding tactics that will ensure your company comes out the other side.

Take responsibility

In the case of severe crisis when your brand is clearly at fault, it is recommended that management accepts responsibility and takes necessary steps depending on the situation. For instance, apologizing sincerely and expressing honest sympathy with the affected parties or providing clear instructions on how to replace a product.

All these negative communications should come from the top management, as additional proof that they take the problem seriously and acknowledge it. Besides, to tackle the inconveniences as soon as possible, all the negative news should be delivered quickly and at once.

Prepare responses carefully

In the times of brand crisis, it isn’t wise to jump into press conferences if you aren’t able to address all the questions from the media. It is vital to gather all the necessary data and facts calmly so that you can issue a clear statement about past events and what your future steps are.

If you need help with the research and collecting data, professionals from Xpertwriters.com, Assignment Holic, or Superior Papers can give you a hand so you can focus on preparing a strategy to handle the crisis.

Remove all the guilty parties

Rebranding after a PR crisis won’t be successful if you keep the same structure and involved parties that are responsible for the debacle. After acknowledging the fault of the brand, it is crucial to establish who or what is accountable for the damage.

Once the guilty parties are identified, you need to take necessary actions—i.e., to remove them and dissociate them from your brand. That way, your company can have a fresh start and a chance to change its public image for better.

How to successfully rebrand after a painful company PR

Rely on friends

According to 1:9:90 rule, one person can influence another nine persons, who have an impact on ninety other individuals. Basically, you need to find nine people to help you spread the word about your side of the story.

Look for business contacts, professional connections or friends who can give you a hand with sharing your perspective across various media and news platforms. They will become your brand ambassadors who will interact with the community, so make sure you provide them with the right information and talking points.

Change your audience’s perception

In moments of crisis, your target audience normally changes the way they perceive and interact with your brand. The more severe the damage is, the more drastic consumers’ reaction and behavior are. Therefore, depending on the gravity of the situation, take the necessary actions to change public opinion.

Introducing a new logo or message, including different leaders, admitting mistakes, sharing the steps you are going to take to remedy the crisis, and insights on how your company has improved, are some of the possible options.

Establish empathy

Loss of trust is one of the most severe consequences of negative news. Establishing trust and nurturing the relationship with your customers requires a lot of time and dedication, but unfortunately, it can be shaken easily, especially when something goes wrong. In the moments of crisis, it is crucial to establish empathy and regain trust.

Put yourself in your customers’ shoes and think about what it takes to forget the inconvenience and start over. Do whatever it takes to make up for the damage and loss.

How to successfully rebrand after a painful company PR

Recommit to your brand mission

After a PR crisis, it is recommended to rebrand in order to shed costly negative and lasting associations with your company. However, it is not a bad time to communicate the brand’s founding mission and remind your audience why they decided to give you their trust and money in the first place.

Pointing out company core values will help you connect with your customers again, given that people tend to bond based on their values and beliefs. Honestly recommitting to your brand mission is a chance to go back to basics and regain trust.

Final thoughts

Rebranding may seem daunting at first, but with the appropriate strategies, it can be a chance to erase negative impressions and bring your company to a new level.

Scott Mathews
Scott Mathews is a communication specialist and a blogger at Rush Essay. Scott is also a part-time content contributor at Best Essay Tips and Bestdissertation. He usually discusses topics like PR and marketing, but he enjoys writing about personal development and self-improvement, too. Scott is a passionate runner and spends most of his spare time training for long-distance races.


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