Brand trust is the foundation of every good business. But no one is immune to a setback. No matter how blue-chip a company is, things can go wrong, resulting in failed products, company data breaks, insider trading, and bad customer service. Businesses that have had their trust broken should act quickly and with strategic intent. Here’s how brands can take the proper steps to repair trust after a setback.
1. Acknowledge the Issue Transparently
The first step to regaining trust is to admit the problem sincerely. Easy detractors will hit you when you focus on attempting to minimize or cover up mistakes. Instead, brands should explain what happened, who it impacted, and how they plan to right the wrong. Transparency shows accountability and commitment to ethical business practices.
2. Offer a Sincere Apology
A sincere apology can help restore consumer confidence. It should be genuine, devoid of bellicose language, and with an intention to repair damage. A meaningful apology acknowledges the harm done, proposes regret, and states a proposed way forward. Brands should also offer material remedies, whether it be refunds, replacements, or better policies, wherever appropriate.
3. Take Immediate Corrective Action
Words need to be supported by action. Businesses must take corrective action to avoid repeating the same mistake. Such steps may involve bolstering quality control, improving cyber security protocols, or revisiting ethical standards. Taking preventative measures against the future can make the brand seem genuinely concerned about the industry. It is imperative that this step is implemented and trackable to show that you have made “true” course corrections from your learnings and not simply stated.
4. Engage with Stakeholders
Rebuilding trust requires ongoing dialogue with customers, employees, and other stakeholders. Businesses should leverage multiple communication channels, such as social media, press releases, and customer service, to provide updates on their recovery efforts. Engaging with stakeholders fosters a sense of inclusion and demonstrates that the brand values public concerns.
5. Demonstrate Consistency Over Time
Establishing trust is not a one-time effort, as continuous conversations must be held with customers, employees, and other stakeholders. Similar to number 4 above, businesses must use various communication channels consistently over time, including social media, press releases, and customer service, to inform the public of their recovery efforts. Involving stakeholders builds inclusivity and shows that the brand is mindful of public apprehension.
6. Leverage Third-Party Endorsements
Diversity in their endorsements, such as finding others to validate a brand’s work, can add credibility. Teaming with industry experts, regulators, or consumer advocacy groups to review and approve emerging practices can help maintain customer confidence. You can also use customer testimonials and influencer endorsements to help sway public perception in the brand’s favor.
7. Reinforce Core Values
A crisis can be a chance to reconnect with the foundations of the brand. However, the organizations should highlight that they are not perfectionists, but deeply care about the customer experience, and are socially responsible. Participating in purpose-driven programs, like CSR initiatives, ethical sourcing efforts, or philanthropy, can assist in rebuilding goodwill and show that a brand is committed to positive change.
A reputational injury can be overcome, but not always easily. However, businesses can help restore consumer confidence and rebound from the crisis by embracing transparency, accountability, and continued improvement. An adequately managed crisis can even become a springboard for long-term growth and a more profound customer commitment. When in doubt, stay true to ethical principles and a genuine connection to customers at all stages.
