Building a strong brand reputation is essential for weathering crises effectively. Proactive measures should be taken long before a crisis emerges, with executive leadership playing a critical role. Communicating and demonstrating company values through storytelling and consistent behavior creates a solid foundation. Reputation acts like a bank account; deposits of trust and transparency allow for withdrawals of goodwill during tough times. Establishing third-party narratives can signal competence and values in advance, ensuring organizations are not starting from scratch when trouble arises.
Consistent, clearly communicated values are among a company's strongest defenses in a crisis. But values can't just live in a motto. They need to show up in leadership behavior, brand voice and what the company spotlights far in advance of a crisis scenario.
The more deposits you make by being transparent, trustworthy and dependable, the greater your balance will be when a crisis hits and you need to make withdrawals of forgiveness, patience and second-chances.
Build a credible third-party narrative before you ever need it. That means investing early in thought leadership, media relationships and strategic visibility—not to sell, but to signal trust, competence and values.
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