How Do You Rebrand After a PR Crisis?

What does it mean to rebrand?

Rebranding is the process of overhauling your entire marketing strategy from the ground up, replacing everything from your business name, your logo, slogans, design theme, marketing collateral… everything. The idea behind rebranding is to completely change your identity in the eyes of the public and potential customers.

Sounds like a pretty big headache, right?

So exactly why would an established business want to go through all of this resource-intensive work and unnecessary trouble?

First things first, rebranding is not always related to some sort of PR crisis. Some of the other reasons ^[1] why a small business or large corporation may choose to rebrand include a move into a new country or market, an outdated image or reputation, company growth through acquisitions or mergers, and a change in the market or industry of a certain business.

In the case of our expert panelists, though, we specifically asked about rebranding in the face of negative press and/or a public relations issue. And even then, many of our experts noted that a complete rebranding may be too large a response depending on the issue.

“Choosing to rebrand is an extreme response. Assuming this is necessary, make sure the change is from the inside out. A good brand needs a good origin story, so you’ll need something better than trying to put a major reputational crisis behind you! Look to the future and what you want your business to stand for. Maybe part of that story is that you’ve learned from your past and are leaning into your new vision and renewed commitment to your guiding values and principles. Don’t rush this process as a reaction, overreaction, or avoidance strategy. Be honest, mindful, and inclusive on your rebranding journey.” -Julie Wright, President of (W)right On Communications

How should small businesses respond to a PR crisis?

If you do find your small business in the midst of a PR or brand crisis^[2], the very first piece of advice that our experts offered was this – do not panic. Decisions made rashly or in a rush are usually bad decisions, and you could end up doing more damage to your company and alienating your target audience even further by implementing a poorly conceived plan or rebrand.

“Never make any impulsive decisions. One decision that is not thought through can make the situation 10 times worse. Instead, take a deep breath. Think through the pros and cons of each action with trusted team members. Then, make and execute a decision that is based on your company’s values and keeps your target audience in mind.” -Ann Marie Stephens, Marketing Content Manager at Clear Winds Technologies

In the course of those discussions with your team, be sure to regularly ask yourselves whether a rebrand is absolutely necessary. Breaking this question down into additional considerations is also a great step. Ask whether a rebrand can accomplish your goals, whether there may be other ways to achieve the same results, and whether it is worth discarding your existing brand in order to move past the crisis.

“Do you absolutely need to rebrand? Rebranding isn’t always the best choice. It’s expensive and takes time to transition into this new brand experience, and it doesn’t guarantee your PR crisis will blow over. Sometimes it’s better to put out a statement and work on a plan to make amends and keep building on top of your existing brand equity.” -Francis Mariela Flores, CEO of Francis Mariela Communications

While developing an approach and strategy for implementing your crisis management plan, there are short-term and immediate actions that you should take as well to help your company weather the issue, from press releases to engaging with content creators and influencers on social media^[3].

“If you are experiencing a PR crisis, it is extremely important to counteract the negative content and address the negative content head on. In terms of counteracting the negative content, start producing more positive content that can fill up social feeds and search engine results.” -Robb Fahrion, Partner and Co-Founder at Flying V Group

Regardless of the specifics of the particular crisis you are dealing with, there are some general rules to keep in mind.

“In any PR crisis, the key is to stay proactive, transparent, and empathetic. Acknowledge the situation, commit to figuring out what happened, offer a solution or remedy, and communicate these actions effectively to your stakeholders. And remember, the way you handle a crisis can either erode trust further or start rebuilding it. The way a business responds to a crisis says a lot about its values, and whether or not it truly puts its customers first.” -Bill Schick, Founder and FCMO at MESH Interactive Agency

Being true to yourself and your company values, and being honest with your customers, provide the solid foundation that any business or brand needs to successfully recover from a crisis.

“Our advice and strategy is to remain authentic, confident and realistic. Be aware of the situation, and don’t deny it; but if you’re doing the right thing, act with confidence. Anything you say or claim can become the subject of mockery by your competition or critics, but if your message comes from a good place, it will give your brand the integrity it deserves.” -Carlos Tribino, CEO at The Machine

How should SMBs approach a complete rebrand?

Rebranding should begin in the same way that any other brand strategy or marketing strategy does – with research and a plan.

“Let’s go back to the drawing board and start at the HEART of your brand, and work our way from there. Maybe a new approach to humanizing the brand and changing the brand messaging results in a more authentic and genuine approach. It’s not about sales anymore, it’s about stories and connection. How can we CONNECT with the target market? Once we start doing that, any PR crisis will blow away.” -Vanessa Castillo, Founder of VCV Agency

Another key is the same as with marketing – the more options the better. Ensure that your rebranding strategy and plan makes use of all the communication channels and options available to your company in order to connect with customers and the public.

“There are so many opportunities for your clientele to connect with you these days across web, social media channels (including LinkedIn), email, and other options. A successful rebrand is one that is cohesive and responsive across every possible channel. Though this might seem difficult, it is actually beneficial, because your clients will understand the rebrand the more ways they have to connect with it. Don’t shy away from media attention, but use it to show how your newly changed branding is different rather than brushing it under the rug.” -Lobban Erwin, Media Relations Specialist at seoplus+

And again, a full rebrand may not be the best choice for you and your business. It’s impossible to ask that question too many times, because there is a cost in doing away with your old brand to implement a new one that your customers may not be familiar with.

“The first step would be to analyze if we can salvage the brand name and equity. If that is possible, then we can create a strategy to rebuild the brand, but with lessons learned. If the crisis requires a complete rebrand, then you have to go back to the drawing board and restart with all new elements so that there is a clearly identifiable disassociation between your old brand and the new one.” – Kunal Desai, CEO of Branding And Promo

Why is it important to get outside input during a rebrand?

Finally, we asked our panel of experts whether they believed there was a significant benefit in calling on external advisers to assist with a rebrand. And every one of them recommended seeking outside resources to help drive a rebranding process.

Whether through their ability to provide significant resources and research, or because of a fresh perspective on your brand and organization, PR and branding providers can be extremely valuable in helping your small business navigate a crisis situation and a rebrand.

“Let’s face it, in a crisis we need someone knowledgeable with a clear head to lead us to the light and hopefully to brilliant new beginnings. Experienced PR or marketing/branding agents often have a proven process, with objective and optimistic solutions. Do your research, ask for references, look at the portfolio of previous work, and make an educated decision as to which firm you engage.” -Mel Lara, Director of Operations at e’ContentSuite

There are some organizations with the resources in-house to handle a crisis situation, but even in these cases it can be beneficial to get additional advice from external experts who have worked with companies from a variety of industries. From understanding your current brand identity to helping identify a brand promise, core values, and the best approach, there are numerous upsides to working with an external team.

“If a company has clearly defined goals and a deep understanding of their target audience, then they can likely handle the strategic aspects of the rebranding effort internally and outsource the design work. But it’s most often the case that companies need an outsourced agency to objectively look at their company’s strengths, weaknesses, and target audience, and map out a strategy that aligns company goals with audience desires.” -Adolfo Marquez, Marketing Manager at MBS Accountancy

Rebranding done right

The amount of time, money, and energy that you have invested in your current brand is no small consideration. But the consequences of a PR crisis on future earnings, partnerships, and growth can be massively detrimental to your company’s future as well. And the question of whether or not to rebrand your small business is never a black-and-white issue as a result.

No matter what type of crisis your company is facing, though, expert services in branding and public relations are available to work with you from the very beginning. They can help determine if a rebrand makes sense, what you can leverage from your existing brand, and even whether a crisis communication plan can keep your brand intact instead of starting over. Start your search here at UpCity with countless firms that are highly reviewed by small business owners like you and ready for a conversation.