Rebranding During a Crisis

By: Danielle Iuliani, Account Supervisor

When it comes to branding, a working strategy is not always the best strategy. If a branding strategy has worked in the past, that does not mean it cannot be changed and improved. As companies’ reputations change, their brands should follow.

Branding is more than creating a combination of colors and fonts, it is about creating relationships with customers. A company’s brand should reflect the relationships they have with customers and, while this can take years, trust can make or break a consumer’s decision to buy from a company. Reputation management is essential, especially in branding. 

When a crisis hits, companies’ reputations are put at stake. Depending on the crisis, a brand could gain or lose credibility. Consumers do not blame brands for crisis situations outside of their control, but often times they do blame companies for not having and executing a crisis management strategy. 

Rebranding can help a company reach new audiences, increase engagement, and build a narrative. Rebranding during a crisis requires quick thinking, research, and evaluation of what your brand stands for. Many brands learned this during the COVID-19 pandemic, as many stores had to close their doors to the public and switch to remote work.

There are a variety of things companies should consider when going through a rebranding process – starting with the purpose.

 

Purpose

Rebranding can be proactive or reactive. A company may choose to rebrand because there is an opportunity for growth or there have been changes to an essential part of the company’s brand. During the COVID-19 pandemic, many stores were faced with these opportunities. When trying to decide if it is the right time to rebrand, companies should ask the following questions:

  • Does my brand stand out?
  • How can I make my brand stand out?
  • Do we come across as tone-deaf?
  • Has our mission or audience changed?
  • Do we want to change our mission or audience?

If the answer to these questions is “yes,” it may be time for a company to rebrand. Rebranding is costly and difficult to reverse, so companies should consider all options.

 

Steps

 

  • Do research: Companies should research their current audience, market, and competitors when considering rebranding. How does your brand compare to your competitors’ brands? Will you change the way you engage with your audience? Will rebranding affect how consumers view your business? 
  • Start with a strategy: Every brand has a mission. If your mission is changing, there needs to be a substantial reason for the change. During the COVID-19 pandemic, many businesses had to move small storefronts completely online, which required significant rebranding. Before this could happen, companies needed a plan of how they were going to operate during the pandemic and how this could affect their business after the pandemic. Without specific strategies and tactics, companies will not be able to successfully rebrand. 
  • Communicate with your audience: To keep your audience engaged, you need to keep loyal customers informed about any brand changes within the company. Many consumers develop loyalty to aspects of a brand, and changing these aspects could change consumers’ perception about your brand. Listen to your audience’s concerns.
  • Keep it consistent and relevant: The best way to reach your audience is to be transparent. Companies should disclose all the information they can about any issues going on, while staying consistent. To do this, companies should not disclose incomplete information until they have all the details and answers that audiences want.

 

 

In a Crisis…

 

  • Address the issue immediately: The best way to control your company’s message is to act quickly. Companies should address any rumors about their company, providing as much information as possible. This will enhance your audience’s trust in the company.
  • Don’t move on too quickly: You audience will want to see that you are giving any crisis the attention it deserves. Show your audiences that you care about what is going on and resolve any issues before you turn to rebranding options.
  • Identify immediate action: Resolving a crisis, if possible, should be your first priority. By having a proper crisis management plan, you will be able to quickly identify what needs to be done in each situation.
  • Decide whether rebranding is right: Rebranding can be useful to reach new audiences, but is not always necessary. In each situation, a company needs to decide if your audience and company are ready for a rebranding. The best way to do this is to communicate with and listen to your audience.
  • Create an action plan: After you have given each option thoughtful consideration, it is ultimately up to the company to choose what is right at the time. Create a detailed plan identifying each of the company’s next steps.

 

Companies should avoid making sweeping changes in the heat of the moment. Rebranding during a crisis takes careful consideration, and companies should consider all possible outcomes before making this decision.

 

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