Brand Damage Control – A Skill You Never Want To Need!
One mistake and your business can go up in flames around you – if you’re Samsung quite literally, which lost billions after its phones began to explode. Knowing the ins and outs of brand damage control now could help save your company from bankruptcy and devastating losses. Here are 4 points on what to do when everything goes wrong.
1. The Five W’s
Who? What happened? Where did it take place? When did it take place? Why did that happen? These are the five essential questions you need to ask yourself the second something goes wrong. It’s impossible to plan a response to an incident without this essential information. You can’t contact affected customers if you don’t know who is affected! In order to complete the steps required in brand damage control the ‘Why?’ is important – but often can’t be found immediately and will require further investigation, so make sure you take action as soon as sufficient information is available.
2. Take Action ASAP (As Soon As Possible)
The longer you wait, the worse it gets. Your business should immediately publish a response to any incidents so customers know you are aware of the issues. Immediately, begin reaching out to affected customers letting them know what you are doing to fix the problem. Waiting too long only gives negative impressions, such as that your business isn’t able to deal with the issue or doesn’t care about the customer. Never try and cover up the situation – if you can’t fix the problem quickly don’t make false promises.
Listen to the reports of the incident in detail, respond and make note of customer complaints/feedback and gauge the responses of the general public. Pay attention to customer feedback and reviews, this is often where you are first alerted to a problem. The best way to know once you have appropriately dealt with an issue is to monitor customers and the general public. At all times during an incident there should be a conversation between your business and everyone else involved.
4. Take Meaningful Action
Take meaningful action in response to the situation and maintain it. Don’t make a token gesture and then move on. Long term actions build customers’ trust and faith in your business which is essential after an incident. Remember, actions speak louder than words.
When everything goes to plan you will never need to go through the process of brand damage control – but if you do, hopefully these tips are of use! If you’re still seeking more information it can be found in a great info-graphic here.
If you would like to read about more ways to transform your brand, check out our other blogs here.