When headlines turn negative, social media erupts with criticism, or a lawsuit is filed, companies often find themselves caught off guard. In those moments, companies that weather the storm best aren’t the ones with the flashiest statements—they’re the ones who already know who they are.
That’s where your brand narrative comes in.
A brand story isn’t just a marketing tool—it’s your North Star and that’s why it is vital for organizations to clearly define what they stand for and how they’re different. To arrive at this, the first place to start is having solid messaging in place because this gives you consistency i.e., everyone singing from the same song sheet. At rbb, we achieve this through our Brand Footprint process, which incorporates executive interviews, competitive analysis and other research to arrive at a messaging outline with three clear outcomes:
- Who are you
- Why should I care
- What do you want me to do about it
This foundational work gives companies the ability to quickly and confidently respond to issues and/or a crisis in a way that builds trust and credibility. Of course, just having these messages isn’t enough. Companies need to ensure they are communicating with consistency across every audience touchpoint. How you talk about your brand should be the same across any medium – social media, newsletters, media interviews and internal corporate communications.
Message consistency doesn’t mean being rigid—it means being rooted. As this messaging ladders up to your narrative it allows brands to adapt their tone to the moment while staying aligned with their purpose and values. That clarity reassures employees, stakeholders, and the public alike.
In today’s fast-moving environment, every brand will face a rough patch. The difference lies in preparation.
And the brands that truly know who they are? They come out stronger on the other side.
Do you have a strong brand narrative and messaging? Is this being clearly communicated across your organization? Let us know show you the impact this can have for your company.