Brand Management In Times of Crisis

By Amy Colbourn, Managing Director, Business Strategist at MONOGRAM

As brand managers, marketers, and business leaders, we don’t always know what to do in times of crisis.

Since January 7 of this year, Southern California has been contending with severe wildfires, most notably the Palisades and Eaton fires. As of today, when I sit down to write our latest Insights blog, it’s now estimated that the wildfires have collectively scorched over 37,000 acres, resulting in at least 25 fatalities, destruction of more than 12,000 structures, and displacement of over 200,000 residents around Los Angeles. And sadly, it’s not over yet.

Times like this leave families devastated and businesses perplexed. As their marketing partners, our clients in and around Los Angeles have contacted us for guidance on managing their advertising. It’s easy to see how a crisis can take a business from “business as usual” to marketing paralysis.

When this happens, we get the call asking, “What do we do?”

What do brands do?

For brands, being a good neighbor and business partner is essential in times of crisis. There is no one-size-fits-all approach to marketing, but there are some guidelines that can be followed in times of crisis. In the simplest terms, here’s what we recommend.

Adjust. Promotional marketing should shift to informational messaging.

Express. Acknowledge and express concern.

Act. Demonstrate contribution and support.

Share. Communicate about relevant updates and efforts.

Change. Shift messaging to social media and email for more time-sensitive information delivered in real time.

Preempt. Be sure to communicate with customers proactively.

Recovery planning

Managing a crisis “in the moment” is one thing. Preparing to re-engage audiences when things are back to normal is another. It’s essential to prepare a recovery plan so that you’re ready to get back to business when it’s appropriate. There are a few tried and true elements to consider when developing a recovery plan:

Seek Collaboration: Partner with neighboring businesses to support the local community through shared relief efforts.

Craft a Campaign: Reintroduce marketing efforts using a theme to unite the message.

Monitor and Manage Public Sentiment: Pay attention to how your audience responds to messaging and be ready to adjust plans.

Last but not least

As a final note, we’d like to express that our hearts go out to everyone affected by the California fires. Our friends in Los Angeles remain in our thoughts during this incredibly difficult time.