Brand reputation: How to navigate it in today’s world

Last week, our country experienced one of the most explosive challenges to our democracy in history from a violent assault on our Capitol, our lawmakers and our Capitol police force. The prevalence of symbols of hate on display, along with shocking evidence of serious crimes being committed, streamed live on social feeds and media platforms while we watched in disbelief. Collective feelings of shock, fear, and powerlessness were evident in posts across social media during the breach of the Capitol and in the days since. As a country, we have been shaken to our core. 

As business owners, leaders, consumers, and Americans, the insurrection against our democracy has propelled many of us to ask, what is our side of right? Largely, this is a personal decision. But for the many businesses and organizations facing — or that may soon face — decisions about how to address allegations of involvement in the riot or out-and-out illegal acts committed at the Capitol by their employees and executives, this is uncharted territory. 

How to respond well at this moment is of critical importance. Every communications and marketing leader should pay close attention. This is a wake-up call on so many levels. We can all learn from this moment. 

Here is our counsel:

Start monitoring NOW

Knowing what is unfolding in the news and on social media as it happens is essential to forming your plan of action, as well as your messaging. Context is key. Observe and analyze how other companies are responding – both the good and the bad examples are instructive in these cases. If you don’t have a means to monitor media by keywords via tools such as Cision or Vocus, set up Google alerts for phrases like “Capitol riot arrests.” Sift through the information to zero in on what words are being used by organizations and the response to those statements.  

Your values are your true north

Refer to your organization’s own core values and brand attributes as the basis for building a response that is consistent with your brand and voice. For example, if respect is one of your values, that would be a logical basis for denouncing what took place in Washington, D.C. on January 6. Cite these values and your mission in any response to make it clear why your organization is taking the stance described in your statement. 

Examine, but don’t equivocate

While we all have a right to protest in this country, our Constitutional rights do not provide carte blanche to behave however we personally see fit. Freedom of speech and the right to peaceably assemble are protected by the First Amendment, but that obviously doesn’t mean Americans can engage in insurrection and the violent overthrow of the government. Don’t make the mistake of conflating issues – public opinion will likely not support you if you do. Images of hate and violence dominated the rally and the ensuing riot. Make no mistake that perception and image influence this situation. Bear all of this in mind in your decision making. Remember that your long-term brand reputation is at stake.

Know the law

Know your state laws regarding the termination of employment. In some states, employees of private businesses have protections from termination in cases of free speech, such as participating in a protest. Be aware that evidence of an employee being present at the event may not be grounds for dismissal from a legal perspective and may in fact be protected by the First Amendment. 

Much of what took place at the Capitol, however, like the breach of the building itself, was illegal activity. If an employee is charged for illegal activity, suspension pending investigation or termination are options to explore. You will need to consult your legal team before making decisions about the termination of employment.

In any event, be prepared for any potential financial and legal repercussions from the involvement of an employee and the response by your organization. There will be those who agree with the response and those who disagree, and both sides can significantly impact your business. Twitter and Facebook took drastic measures by removing President Trump from their platforms, which they clearly felt was necessary, supported by legal counsel, and the right thing to do. The financial impact of the move is obvious – indicating their leadership teams concluded the necessity of their choices outweighed the impact of revenue loss.

Evaluate your side of right

In a crisis, we often have to decide where we stand on an issue. If you find yourself or your company embroiled in this due to the activities of an executive or employee, ask yourself and your leaders, what is the side of right for your organization? 

Does your culture support this? 

Do you want to be associated with these symbols as a business owner and consumer? 

Don’t get caught on your back foot

These events are a stark reminder of how important core values and brand reputation are to an organization’s resilience. Every organization should define, articulate and communicate core values widely as a matter of course. Clear definition and frequent internal communication of core values and a code of conduct are requirements of every modern organization. Doing so authentically builds credibility and brand reputation over time, which can be of huge import during times of scrutiny. Putting advanced effort into architecting a strong brand can determine whether a company will survive brand reputational damage from employees being associated with events like the Capitol riot. 

Strengthen your brand reputation

In summary, companies that follow their true north based on their core values will be able to respond best to any crisis, including the one many are facing right now. If you haven’t already: 

• Work with your leadership team to define core values
• Articulate and build your corporate brand and CEO brand 
• Focus on brand reputation management 
• Communicate and live your values through actions and support

Our job as communications counselors is to help organizations plan for the unexpected. Our work with clients over nearly two decades has taught us how crucial it is for a company and its leadership to be prepared, to put in the thinking, and do the hard work in advance of a crisis.

If your business is ready to define your core values and CEO brand reputation or needs communications counsel, contact The Harbinger Group. We’re ready to help.