Crises are inevitable. Every brand, no matter how revered or popular, will face a moment of truth — a crisis that tests its reputation and the loyalty of its audience. The key to surviving such a crisis starts with solidifying support for your brand before the crisis hits.
People are naturally skeptical and quick to point out faults. This skepticism is why brands need to build trust long before any crisis occurs. When the inevitable happens, you’ll need to draw from that account of goodwill, asking your audience to stand by you.
What’s the best way to foster this support and loyalty? Engaging your audience in a meaningful and authentic way, and you do that through effective brand storytelling. Brand storytelling has gone through an evolution, especially for PR professionals. So, let’s look at how authentic, consistent brand storytelling can build a supportive community that will have your back when times get tough.
Building trust when trust is at an all-time low
You may want to sit down for this, but trust is at an all-time low. Recent polls, including the latest Edelman Trust Barometer, show that public trust continues to decline. This environment of mistrust means that brands must work harder to earn and maintain the confidence of their audiences.
For PR professionals, this presents both a challenge and an opportunity. The challenge is obvious — how do you build trust when the baseline is so low? The opportunity, however, lies in the fact that trust is more valuable than ever. Brands that successfully cultivate trust are not just better positioned to weather crises, they are also likely to see stronger customer loyalty and advocacy.
Building that trust is an ongoing process that requires consistent, authentic engagement.
Building trust through people-first brand storytelling
Fostering trust and loyalty starts with engaging your audience in a people-first approach. This doesn’t mean piling on promotional content or pushing cute puppy photos daily. It means connecting with them on a deeper level through storytelling that drives brand values and connects emotionally with audiences.
Consider the brands that you trust most. Chances are, they have done a good job at brand storytelling and finding ways to engage you in ways that matter to you. They don’t just sell products; they engage you with a vision and a set of values.
When you tell your brand story in a way that resonates, audiences see your brand as more than just a company; they see it as something they can relate to in a personal way, and as something that reflects their own values and beliefs. This is the foundation of trust, and it’s what you’ll need to rely on when a crisis inevitably comes.
Building your community with consistency and authenticity
Consistency and authenticity are at the heart of effective brand storytelling. Audiences need to see that your brand is reliable, that it stands for something, and that it will continue to stand for that even when the going gets tough.
To build that community, you need to set the expectation and meet it consistently. This means being honest about who you are and what you stand for, and then living up to those values in everything you do.
When you’re consistent and authentic in your storytelling, you begin to build a community of supporters who are invested in your brand. They don’t just buy your products; they buy into your brand’s vision and values. And because they feel this connection, they are more likely to stand by you when a crisis hits.
Engaging your community, and becoming a part of it
I often distinguish between talking with someone and talking to someone. I go out of my way to say that I look forward to “talking with” someone instead of “talking to” them. I want them to know I’m listening as much as I’m talking. The same is true for brands.
Engaging with your audience isn’t just about talking to them, it’s about talking with them. People want to feel like they are part of something bigger, something meaningful. This means that brands need to actively engage with their audience. This also means brands need to be a part of the community they’ve created and show they are invested in the community.
It means supporting the causes that matter to them, being there for them in times of need, and showing that you’re in it for the long haul. Audiences will see you as a partner and someone who is in it for them.
Making your community feel good about supporting you
The goal is to make your community feel good about supporting your brand, even in the face of a crisis. When you’ve built a strong foundation of trust, authenticity and community, your audience is more likely to stand by you when things go wrong.
But remember, it’s not just about asking for support. This is about making your audience feel good about giving it. This means continuing to provide value, even in the middle of a crisis. It means being transparent and honest about what’s happening.
Your community needs to know that their support is not just appreciated, it’s essential. They want to feel the loyalty and like they are a part of the brand. They need to see that they are a crucial part of your brand’s success, and that their loyalty is something you don’t take for granted.
By fostering this sense of community and loyalty, you create a buffer that can help protect your brand in times of crisis. Yes, you still must manage the crisis effectively and avoid destroying the trust you’ve built, but it all starts with that foundation of community, and brand storytelling is the key.
Travis Claytor, APR, is a strategic communications professional with over two decades of experience, specializing in crafting PR campaigns that engage audiences and deliver results. As the founder of TCSC, Clayor is known for his expertise in integrated strategic communications, brand and reputation management, and crisis communication.
[Illustration credit: acouslcara]
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