Caught in a Big Storm

I'm a Florida girl. I love the sun, beaches, and tennis year round. When I moved here three years ago, I never even thought about hurricanes -- I live on the west coast -- most hurricanes I'd heard about didn't even know there's a city named Tampa.

How things change
This year the family of evil storms amped up its aggression and certainly its reach. The well-known Sunshine State now has a new brand, "Hurricane Hell." The entire state has felt this devastating blow.

Hurricanes, terrorism, wildfires, war, or any catastrophic occurrence can hit any place, any brand, any time -- that's a given. Sure, we've got better technology, intelligence, and forecasting methods than even a few years ago, but the reality is that most tragedies are not considerate and come unannounced.

In times of crisis, brands can suffer the same damaging pain as people. And depending on how they respond to the ordeal, they can earn either lifetimes of loyalty or permanent scars of brand defection.

Many brands become an even more vital part of our lives during a crisis. Depending on the nature of the brand, they can take on several significant roles in the community's experience -- from a humanitarian friend who contributes supplies or volunteers to trusted information experts like "Barry, the Bug Guy" of Truly Nolen, who provides advice on keeping pests out of your home after bad weather, or the news networks providing minute-by-minute updates on the grim situation.

Survival brands stand out
Basic human need brands supercede everything else. Providers of power, information, communication, shelter, food, and essential supplies become God-like in the chain of importance. They also become a living symbol of security, comfort, and community.

If your brand falls in this "survival need" category, during crisis time you may receive added brand attention, along with hostile brand scrutiny due to the high emotions of the market.

Shortly after Hurricane Jeanne, Publix, a Florida-based grocery store chain, ran radio spots asking for customer patience and apologized for their stores being out of some products. The human side of their brand was consoling and the timely dialogue was reassuring. "Where shopping is a pleasure" still holds true for them.

While no one wishes to brand during a crisis, it's part of life and doing business. Good brands are about market presence, distinction, filling a need, and delivering on a promise. Great brands are that and much more. They sustain brand equity by earned trust, solid relationships, resiliency, and emotional sensitivity, especially when life's waters get rough.

Earning trust
Earning trust starts the day you launch your brand. It's about keeping promises, having integrity, and being authentic. When crisis hits, it's paramount to maintain this same degree of honorable activity. Price gouging, taking advantage of distressed people, or prolonged down service will wipe out years of brand goodwill.

You can do it; we can help -- Home Depot promises and delivers. "Shortly after tragedy hits, our customers expect us to be open and in stock. They trust that we will be there for them, and we do everything to live up to these expectations," says David Sandor, director of public relations for the retailer. "That is why at great cost we pulled product from as far away as California Home Depot store shelves and shipped it to Florida during the hurricanes. It was more important to us that we take care of the customer."

The disastrous San Diego wildfires of 2003 created a situation that tested the brand of BRE, a real estate investment trust. Almost 700 apartments were endangered and had to be evacuated immediately. Key actions included immediate setup of an 800-number crisis hotline, moving residents into temporary housing and providing aftermath housing options with reduced prices and waved security deposits. Food vouchers and cash funds were dispersed from a donation fund by BRE staff and other residents, and the CEO sent a letter advising of a 100% concession on that month's rent.

Building solid relationships
Enduring brands understand their existence is more about the relationship than the transaction. Maintaining solid relationships with not only your customers but your employees and their families is essential when disaster strikes.

MARC USA, a national advertising agency, was in the midst of a major new business pitch and also about to launch a new campaign for a client, all out of its Florida office. Hurricanes were hovering; business and employee safety were on the line.

"We didn't miss a beat," said, Michele Fabrizi, MARC USA CEO. "Everything went without a hitch. We quickly moved people to other offices. Business was never interrupted."