ExactDrive is excited to be included in a recently article posted on Forbes.com. This post was written by Tim Nichols of ExactDrive Inc.
The fallout from a PR crisis may drive a business to try to reinvent itself in the eyes of the public. In such a case, rebranding is about more than simply changing the look and feel of the company’s marketing and advertising. A crisis-driven rebrand must be authentic if it is to achieve the purpose of rehabilitating a brand below the surface.
If consumers sense a rebranding effort is not genuine but merely a stunt intended to help the company escape public censure, they’re less likely to be on board with it going forward. In the long run, this could impact business significantly if loyal customers are disappointed by the brand’s efforts.
So how can a company ensure the success of a rebrand driven by a PR crisis without risking further damage to its reputation? Below, nine experts from Forbes Agency Council look at vital steps involved in the process of rebranding to ensure that customers will see it as a true change in the business’s values.
4. Respond Immediately
A PR crisis is bound to hit, and when it does, don’t hide or ignore the situation. Rather, take responsibility and face the crisis head-on while making immediate, action-based decisions, no excuses or denial. With the immediate response in place, make sure not to make promises you cannot keep. - Timothy Nichols, ExactDrive, Inc