When it comes to branding, perception is everything. It’s what shapes the way customers think and feel about your brand, influencing their decisions and, ultimately, your business’s success. But what happens when that perception turns negative? If you’re a business dealing with public opinion, managing brand perception is crucial—especially when things go wrong.
A negative brand image can be a serious challenge, but it’s not the end of the road. With the right strategies, you can turn the tide and reshape how people see your brand. Here’s how.
Identifying the source of negative perception
One of the most important steps in managing a negative brand image is identifying the root cause. This involves listening to feedback, monitoring social media and conducting an internal audit of your brand.
1. Listening to feedback:
Customers are constantly talking about brands—whether it’s through social media, online reviews, or direct feedback. This feedback is a goldmine of information about how your brand is perceived. By actively monitoring these channels, you can identify common complaints, issues and areas where your brand might be falling short.
2. Common causes:
Negative perceptions often stem from specific issues such as poor product quality, inconsistent messaging, or bad customer experiences. It’s crucial to pinpoint these issues so you can address them directly.
3. Internal audit:
Sometimes the problem lies within. Conducting an internal audit can help you identify any inconsistencies in your branding, customer service, or overall strategy that might be contributing to a negative image. Look for areas where your brand’s messaging might be unclear, where your products or services may not be meeting expectations, or where your team may need additional support.
Strategies for overcoming negative brand images
Once you’ve identified the sources of negative perception, it’s time to take action. Here are some effective strategies for reshaping public perception and turning a negative image into a positive one.
1. Own the problem:
The first step in overcoming a negative brand image is to own the problem. This means acknowledging any mistakes publicly and transparently. Customers appreciate honesty and owning up to your shortcomings can go a long way in rebuilding trust. Consider brands like Toyota, which managed a major recall crisis by being upfront and taking responsibility, or KFC, which turned a supply chain disaster into a humorous, self-deprecating ad campaign.
2. Engage with your audience:
When your brand is facing criticism, silence is not an option. Engaging with your audience—especially on social media—shows that you care about their concerns and are committed to resolving them. Respond to negative feedback promptly and constructively. Apologise when necessary and offer solutions or compensation where appropriate. This not only helps to defuse negative situations but also demonstrates your brand’s commitment to customer satisfaction.
3. Rebuild trust:
Rebuilding trust is essential to improving brand perception. This involves consistently delivering on your promises and exceeding customer expectations. Whether it’s through high-quality products, excellent customer service, or ethical business practices, make sure your actions align with your brand’s values. Getting involved in community initiatives or causes that resonate with your audience can also help rebuild trust and improve your brand’s image.
4. Revamp your brand identity:
If your brand’s image has been significantly tarnished, a rebrand might be necessary. This doesn’t mean starting from scratch, but rather refreshing your brand identity to distance yourself from past issues. This could involve updating your logo, redesigning your website, or revamping your messaging. The key is to ensure that your new brand identity is consistent, positive and aligned with your values.
5. Showcase your positive stories:
One of the most effective ways to shift public perception is by sharing positive stories about your brand. Highlight customer testimonials, case studies and success stories that showcase your brand in a positive light. Partnering with influencers or industry thought leaders can also help to amplify these positive messages and reach a wider audience.
Maintaining a positive brand image
Once you’ve turned things around, the work isn’t over. Maintaining a positive brand image requires ongoing effort and vigilance.
1. Ongoing monitoring:
Continuous monitoring of brand perception is crucial. Use social listening tools to keep track of what people are saying about your brand online, and regularly review customer feedback. This will help you identify any emerging issues before they escalate.
2. Crisis management plan:
No matter how well you manage your brand, crises can still happen. That’s why it’s essential to have a crisis management plan in place. This plan should outline the steps your team will take in the event of a PR crisis, including who will be responsible for managing the situation, how you’ll communicate with the public, and what actions you’ll take to resolve the issue.
3. Employee training:
Your employees are the face of your brand, so it’s important that they’re trained to uphold your brand’s values and deliver a consistent, positive experience. Regular training on customer service, brand messaging and crisis management can help ensure that your team is equipped to represent your brand in the best possible light.
Examples of companies that have handled negative brand perception well
Managing and overcoming negative brand perception is a challenge many companies face. However, some brands have turned these crises into opportunities for growth and have emerged stronger. Here are a few examples:
1. Toyota: Owning up to product recalls
In 2009-2010, Toyota faced a significant crisis when it had to recall millions of vehicles due to safety concerns, including unintended acceleration issues. This situation could have severely damaged the brand’s reputation. However, Toyota's response was swift and transparent. The company took full responsibility, publicly apologised, and communicated openly with customers about the steps it was taking to fix the problems. Toyota also implemented new safety measures and increased quality control. This proactive approach helped the company rebuild trust and retain its position as a leader in the automotive industry.
2. KFC: Turning a supply chain crisis into a PR win
In 2018, KFC faced a major crisis in the UK when a supply chain issue caused a widespread chicken shortage, forcing many of its restaurants to close temporarily. This could have been disastrous for the brand, but KFC turned the situation around with a humorous and self-deprecating marketing campaign. The company ran ads apologising for the inconvenience, cleverly rearranging the letters of its logo to spell “FCK” on an empty chicken bucket. This honest and humorous approach resonated with customers, who appreciated the brand's willingness to acknowledge the mistake and make light of a difficult situation. KFC’s transparency and humour helped to mitigate the damage and even boosted the brand’s reputation.
3. Johnson & Johnson: Managing the Tylenol crisis
One of the most cited examples of effective crisis management is Johnson & Johnson’s handling of the Tylenol crisis in 1982. After it was discovered that several bottles of Tylenol had been tampered with and laced with cyanide, resulting in several deaths, Johnson & Johnson acted quickly. The company immediately recalled 31 million bottles of Tylenol, costing them millions of dollars, and introduced tamper-proof packaging—a first in the industry. Johnson & Johnson’s swift, decisive action and focus on customer safety helped the company maintain its reputation and even set new industry standards for product safety.
Turning challenges into opportunities
Managing brand perception is no easy task, especially when you’re dealing with a negative image. But with the right strategies, you can turn even the most challenging situations into opportunities for growth and improvement. By owning your mistakes, engaging with your audience, and consistently delivering on your promises, you can reshape public perception and build a stronger, more resilient brand. And if you need help reshaping your brand perception, we’d love to talk to you. Get in touch today.
Infographic checklist: Steps to overcome negative brand perception
Brand perception checklist: 7 steps to overcome a negative image
1. Listen & identify:
Monitor social media, reviews, and feedback.
Identify common complaints or issues.
2. Admit & own:
Publicly acknowledge any mistakes or issues.
Be transparent and sincere in your communication.
3. Engage & respond:
Actively engage with your audience, especially critics.
Address concerns promptly with empathy and solutions.
4. Rebuild trust:
Deliver consistently on your promises.
Get involved in positive community initiatives.
5. Revamp your image:
Consider rebranding or refreshing your brand identity.
Ensure your messaging is consistent and positive.
6. Share positives:
Highlight customer success stories and testimonials.
Collaborate with influencers to share your brand’s positive aspects.
7. Monitor & prepare:
Continuously monitor brand perception.
Have a crisis management plan ready for future challenges.
