How to Restore Your Business’s Brand Reputation Online After a Crisis

Posted on January 22, 2025 | Updated on January 22, 2025

One mistake could undo a company’s brand reputation in the blink of an eye. With much of the business landscape online, the virality of such incidents and subsequent backlash can worsen the situation. As such, brands must take rapid action to save face and emerge stronger than before.

Consequences of a Damaged Brand Reputation

As of October 2024, there were 5.52 billion internet users, of which 5.22 billion used social media. This amounts to 67.5% and 63.8% of the global population, respectively. Likewise, more customers are buying goods online, with retail e-commerce sales amounting to over $4.1 trillion in 2024. 

Unsurprisingly, with so many people online, a crisis can prove detrimental to a business’s brand reputation in the digital realm. Companies often face the following consequences during these unfortunate times:

  • Loss of investor and customer trust 
  • Tarnished public perception
  • Lower sales and market shares
  • Legal implications and fines
  • Strained partnership relationships
  • Inability to attract, hire and retain top talent

The long-term outcomes of a damaged brand reputation could especially hinder business success. Therefore, it’s vital to get ahead of the problem immediately. 

7 Steps to Save Online Brand Reputation 

A damaged brand reputation is every business’s worst nightmare, especially with how widespread crises become online. The last thing any company wants is to have to save face in the public eye after a severe faux pas. Here are seven steps companies can take to restore their reputation among the online community.

1. Assess the Damage

woman frustrated at her computer

The first step in restoring a business’s brand reputation online is to assess the damage. Professionals must analyze how much harm was caused, from the effects on customers to people’s perception of the brand following the incident. 

It’s essential to check for shifts in online reviews, social media comments and partnership changes to understand the scope and develop a strategy. This type of assessment helps brands collect data and other insights to aid decisions and focus on specific recovery areas first.

2. Acknowledge the Problem Publicly

Among the worst things a brand can do in the aftermath of a crisis is to wait too long to issue a public statement through a press release. Companies should acknowledge the problem immediately and take responsibility for what went wrong. By admitting their mistakes, holding themselves accountable and being transparent, they can begin rebuilding their brand reputation from the start.

Businesses should apologize and empathize with their customers in public statements, especially those affected. The statement should also outline what the company is doing in response, the lessons learned and how it will prevent it from happening again. 

Volkswagon’s “Dieselgate” is a well-recognized scandal in which the company was accused of planting illegal software in its vehicles to emit more nitrogen oxides than federal standards allow. The U.S. Environmental Protection Agency estimated that Volkswagon installed the software in 600,000 diesel vehicles in the U.S. alone.

Although the car manufacturer later admitted to wrongdoing, it initially issued a press release immediately after the accusations were made. The statement discussed how the company was handling the crisis, such as authorizing a third-party investigation of its vehicles, suspending involved employees and replacing the CEO for a fresh start. The Deputy Chair of the Supervisory Board, Berthold Huber, also expressed shock and outrage over the situation and asked the public to give them a chance to make things right.  

3. Outline a Strategic Recovery Plan

It’s always best to plan for the worst — many companies have a strategic plan for unforeseen circumstances and crisis recovery. Regardless of whether one exists, brands should evaluate the situation thoroughly and develop one on the spot for effective management. 

A recovery plan should outline brand objectives, messaging, the target audience, and how to restore credibility and confidence. It should also prioritize areas needing immediate attention and set realistic goals for the brand to reach. Additionally, a timeline and monitoring strategy will inform all involved on deploying specific resources or making adjustments along the way.

4. Track Online Conversations

Updating social media on laptop and holding smartphone

Following a crisis, brands can expect excessive online chatter as customers air their concerns, thoughts and critiques. Therefore, engagement is critical when restoring a brand’s reputation. Consider that 16% of customers expect a business reply within minutes, while 69% want a company to address them in under 24 hours.

Tracking these conversations requires around-the-clock monitoring, including through social media channels, forums, online reviews and blogs. Some companies hire someone to manage engagements. However, hearing directly from management — such as through replies to online reviews — goes a long way in rebuilding customer relationships. Demonstrating a brand’s willingness to receive user feedback and make improvements is equally important.

5. Communicate Transparently

Being transparent with users is crucial when rebuilding a brand reputation online. Customer trust may already be severely compromised, and companies won’t want to worsen the situation. 

The Domino’s Pizza YouTube scandal from 2009 is a prime example of communicating transparently to restore a brand’s reputation. After two employees uploaded videos of themselves to YouTube that clearly violated health and safety regulations, Domino’s asked the site to remove the video and put out their own. Then-president Patrick Doyle apologized to customers in the video, explaining the steps the brand was taking to correct the issue and reassuring customers it was a one-time incident. They also created other social media websites to address customer concerns directly. 

6. Deliver High-Quality Content

The best way for brands to get ahead of their damaged reputations is to create positive, high-quality content across their website, social media, blogs and press releases. Doing so allows them to take control of the narrative and demonstrate their values as a company. 

Positive content can negate the effects of every negative comment posted about a brand, underscoring how the company intends to address and resolve the crisis. This should ease customers’ concerns. 

Brands should focus on humanizing themselves to emotionally connect with their customers and stakeholders. Techniques include case studies, testimonials, real stories and a glimpse of what goes on behind the scenes. After all, real people are the machines behind operations.

7. Hire a Specialist

orange notebook next to laptop and keyboard

Hiring a professional PR specialist can help a brand regain its positive reputation and rebuild its following when all else fails. PR professionals are adept at navigating the complexities of damaged reputations, including online viral moments. Another option is to hire a reputation management agency in the aftermath. 

These resources provide a wealth of knowledge about reputation tactics, crisis communication and best practices for each industry. Their expertise proves instrumental in ensuing trust with customers and stakeholders, helping brands restore business better and more resilient for future setbacks.

Transform Your Brand After a Disaster

A crisis is not exactly the end of the world. However, it depends on a business’s approach to rebuilding its brand reputation. Turn a disaster into an opportunity to learn and grow your business back better and stronger. This will help restore customer trust and improve public perception of your brand.

About The Author

Coraline (Cora) Steiner is the Senior Editor of Designerly Magazine, as well as a freelance developer. Coraline particularly enjoys discussing the tech side of design, including IoT and web hosting topics. In her free time, Coraline enjoys creating digital art and is an amateur photographer.

Leave a Comment