How to Establish a Brand That People Trust in Times of Crisis

Understand the Situation

To establish a trusted brand during a crisis, you first need to understand the situation. Crises put people in vulnerable positions, and they react based on emotion, not logic. What they want from brands is not promises or sales tactics but reassurance. They want companies to show up in a way that demonstrates care, reliability, and stability.

Stay Calm and Transparent

Transparency is critical when things go south. Whether it’s a global pandemic, natural disaster, or economic downturn, your customers want to know what’s going on. Don’t hide behind vague statements. Be clear and honest about how the crisis affects your business. If something is delayed or unavailable, explain why. If you’re uncertain about something, say so.

When you share your challenges openly, people understand. They’re more likely to stick with a brand that doesn’t hide the truth than one that tries to cover things up.

Put Your Values First

Brands with strong values can weather tough times. If your company already stands for something that matters to people, now is the time to reinforce those values.

Think about what your brand believes in. Is it customer service, community, or reliability? In times of crisis, those values matter even more. Stick to them, even if it’s difficult. People will notice. They’ll recognize that your brand is not just about profits but about something bigger.

Be Human, Not Corporate

During a crisis, people need to feel like there are real people behind the brand, not just faceless corporate entities. If you’ve always used formal language, it might be time to shift gears. Use a tone that feels more personal and approachable.

You don’t need to be overly casual, but make sure your messaging feels like it’s coming from a real person who genuinely cares about the situation. Avoid corporate jargon and focus on clarity and empathy. If your company can show the human side, it builds a stronger, more emotional connection with your audience.

Offer Real Help, Not Just Marketing

This is not the time to push sales. Your customers are likely going through tough times themselves. Rather than trying to make a sale, consider how your brand can help.

Offering real solutions to people’s problems builds trust. For example, if your product can ease some burden during the crisis, show people how it works in that context. If you’re a tech company, maybe you can offer free tools or services to help people work from home. If you’re a restaurant, you could offer discounts to frontline workers or deliver food to those who can’t get out.

People won’t forget that kind of generosity. It creates goodwill that lasts far beyond the crisis.

Be Consistent with Your Actions

Trust isn’t built overnight. It takes consistency. If your brand says one thing but does another, you’ll lose credibility. Consistency shows that you’re reliable. It reassures your customers that you’re not just jumping on the latest trend for publicity’s sake.

When you make a promise, stick to it. If you say you’ll donate a portion of profits to a charity during the crisis, follow through. If you say you’ll extend deadlines, make sure those extensions are honored. Every time your brand keeps its word, it strengthens trust.

Communicate Frequently, But Don’t Overwhelm

During a crisis, people are looking for updates. They want to know how the situation is affecting you and your ability to deliver. Be sure to communicate regularly, but don’t bombard people with emails or messages. Keep your communication simple and to the point.

It’s important to let your audience know you’re there, but it’s equally important not to make them feel overwhelmed with too much information.

Be Clear About Your Availability

If you’re experiencing delays or difficulties, let people know. For example, if shipping times are longer than usual, explain the reasons clearly. If customer service might take longer to respond, inform people upfront. Customers are more likely to be patient if they know what to expect.

You can also provide alternative ways for people to reach out if they need help. Having clear options like chatbots, help center articles, or customer support lines can help reduce frustration.

Adapt to Change Quickly

Times of crisis often force change. To stay trusted, your brand needs to adapt quickly. This doesn’t mean you need to completely overhaul your operations, but small changes might be necessary to meet new demands.

Be ready to adjust your products or services to address people’s immediate needs. If you’re an online store, perhaps you can prioritize delivery for essential items. If you’re in entertainment, think about how your content can bring some comfort or distraction to people stuck at home.

The faster you can pivot, the more your customers will appreciate it.

Be a Source of Positivity, Not False Hope

When things are tough, people are drawn to hope. However, it’s essential to balance optimism with realism. Offering hope doesn’t mean making promises you can’t keep.

Instead of saying, “Everything will be fine soon,” focus on what’s within your control and your ability to help. Let your audience know that your team is doing everything they can to continue providing value, but also acknowledge the challenges.

Being honest about the difficulties ahead while staying hopeful about the future is a powerful way to build trust.

Leverage Social Media Responsibly

Social media is a great way to connect with your audience during a crisis, but it’s a double-edged sword. People expect real-time updates, but they also expect sensitivity. Now is not the time to post anything that feels out of touch or tone-deaf. Avoid anything that comes off as trying to profit from a crisis.

Instead, use your platforms to share relevant information, support others, and highlight ways your brand is helping. This could mean sharing resources, supporting your employees, or promoting charitable efforts. Let your audience know that your brand stands with them, not just during the good times but also when things get tough.

Lead with Empathy

One of the most powerful ways to build trust is by showing empathy. Put yourself in your customers' shoes. Listen to their concerns and respond with understanding. Make sure your brand’s messaging reflects the emotions people are feeling. It’s not about making everything sound perfect; it’s about letting people know that you see and understand what they’re going through.

You can show empathy by offering flexible payment options, supporting employees who are impacted, or simply acknowledging the strain the crisis has caused. When people feel understood, they’re more likely to stick with your brand.

Focus on Long-Term Relationships

Trust isn’t a quick fix; it’s about building a lasting relationship. In times of crisis, the brands that focus on relationships—not transactions—will thrive. Engage with your customers, get to know them, and offer them value. When the crisis is over, they’ll remember the way you treated them, and that memory will last far longer than any marketing campaign.

By focusing on the long-term, you’re showing that you care about your customers, not just in the moment, but for the future. That builds the foundation for trust that lasts beyond the crisis.

Conclusion

Building a trusted brand during a crisis is not about making flashy promises or quick fixes. It’s about showing your customers that you care. Be transparent, offer real help, and stay consistent in your actions. People will remember your honesty, your empathy, and your commitment. By leading with these qualities, you create a lasting relationship that goes beyond the current crisis, positioning your brand as one that’s built on trust.