Caught in a Big Storm

How did the company manage that? MARC has organized an emergency response task force that looks at three things: people, technology, and client service. The organization's leaders focus on the safety and wellbeing of employees first -- making Red Cross and other emergency information readily available. And the firm has strived for technological backups. "Our technology is designed to mirror our business structure of one agency with multiple offices," Fabrizi says. " We can support any client from any office. Nothing is ever at risk."

Practicing emotional sensitivity
Brands connect through emotions and confirm through logic. Times of trouble and crisis elevate everyone's emotions. The brand stewards and brand buyers are all in a high-stress and low-patience mindset. Managing this time with an extra layer of sensitivity can add to your brand's life. Ignoring the psychological state will kill off loyalists faster than you can say, "I'm cranky."

Basic crisis responses include:

1) Consider changing your phone messaging system to acknowledge the current situation.

2) Provide employee sensitivity training before a bad situation, and then at the time of the event revisit with your front-line service folks and make sure they understand what your customers are feeling.

3) If your communication or advertising is usually "in their face" and bold, soften your tone, speak in a more compassionate voice, or consider halting your normal selling communication until the recovery process is over.

4) Create time-sensitive products that meet heightened crisis needs. When flooding hit Pennsylvania hard after Hurricane Ivan, within a week PNC Financial Services Group launched a $150-million low-market interest loan program. They also visited homeowners and businesses in hardest hit communities, provided $250,000 in assistance grants for most needy victims, and implemented the PNC Bank Flood Relief Program.

When buyers are experiencing life pains that come with tragic events, a friendly, compassionate, human-faced brand can create a lasting bond of loyalty.

Being resilient
OK, so the sky opens up. It's bad in business land. 95% of your employees can't get to work, you have no electricity, and your office roof was blown off. How fast can you bounce back?

While many consumers understand the consequences of a bad event, they never lose their demanding attitude and want life back to normal ASAP. Organizations that can demonstrate resiliency and rapid back-to-business behavior earn major brand points.

AutoZone, a retailer with some 3,400 stores throughout the United States, was ready. After Hurricane Charley was forecast, they staged an inventory program (i.e., portable generators, batteries, flashlights, water) at a safe nearby location. The day after the storm, merchandise was rushed into stores in the affected areas. All but one of their stores were open the day after the storm. The company also donated water to relief efforts.

Every brand should be ready
If there's one thing we can all count on, it's that stressful stuff and tragedy will continue to happen. Every brand should have a "what if" contingency plan. Do the right things. Your brand presence will naturally follow.

Your brand is the face of your offering, organization, product, or yourself. It's the sum of all you do in your market. It's how you handle and communicate through all your touch points -- when times are great and when times stink.

Brand on!

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