Rebuilding Your Brand After Crisis Occurs: The KAPTIV Way

Every brand goes through ups and downs. When crisis strikes, how does a brand make the best possible recovery? There are many steps that go into recovering a brand’s image ethically and in the stakeholder’s best interest.

What’s the Sitch?

Being open and honest about the situation at hand will always be the best start to communicating after crisis. Not only is being honest necessary, if a brand doesn’t communicate in a respectable timely matter then your customers will become concerned.

The act of communicating can be done over any platform, as long as the message is clear and public. Whether it’s a tweet, a Facebook post or a graphic, just get the message out!

The “We’re Sorry”

After a message is put out about the issue, it’s important for a brand to connect with their audiences on a more personal level. An apology is always needed, whether it’s in the form of an email, a phone call or a postcard.

The simplest message can do the greatest of repairs. For example, “We’re sorry for any inconvenience this may have caused you,” it’s not too short to be taken insincerely, but it’s simple enough to get across to those who really care for the brand.

sorry pizza

Answering Questions

Once an apology is issued, there are some stakeholders who will be content and others who will want more answers. When those questions come through, a brand has to maintain complete honesty, just as they did when explaining the situation.

If stakeholders see that honesty is a trend for the brand throughout a crisis, then they are more apt to not only stick around through the aftermath, but also referring to the honesty in future situations with other brands. Set the standard!

Internal Communication

The outside audience is very important, but so is the group of hard workers on the inside. When crisis occurs, effective internal communication is key to keeping the organization running smoothly.

If employees aren’t 100% sure of the organizations plan of action throughout a crisis, messaging may get mixed up and confused amongst external and internal audiences.

Fixing It and Learning From It

When going through the steps to fix the problem, it’s important for a brand to let the public know how it’s being fixed and what the brand has learned from it. Key takeaways can be presented in many forms, such as an infographic, a case study, and more.

Displaying what went wrong and how a brand will apply that knowledge going forward is a great way to build trust and loyalty. Stakeholders will find reassurance in their choice to invest in what the brand stands for.


If your brand is suffering through a crisis or needs some inspiration and creativity when it comes to recovering, contact KAPTIV!