Heritage

KIMONYE: Act fast to save a nation’s brand in the face of crisis

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Brand Kenya Chief Executive Officer Mary Kimonye speaks at a marketing event. FILE PHOTO | SALATON NJAU | NATION MEDIA GROUP

The reputation of a country is comparable to the brand images of companies and products and is key for its progress and prosperity.

The need to understand and embrace nation branding is critical. Subsequently, managing a country brand is about national, regional and international identity and the politics and economics of competitiveness.

But what happens when a nation brand goes through a crisis?

According to Simon Anholt, a branding expert, building the reputation of a country takes between five to 20 years. All countries have their brand images, and they get their brands from public opinion.

Hence France is about style, Japan about technology and Brazil about football. Whether these perceptions represent the countries try images or values does not matter. As they say, “perception is reality”.

Perceptions are developed over time through events and actions. Disastrous events often take place, which if not well managed can ruin a country’s reputation.

As Warren Buffet said, it takes five minutes to ruin a reputation. How nations manage these issues affects how the world views them.

Effective approach in managing a nation brand under a crisis:

Communication: In a time of crisis, internal communications takes precedence. Communicating early is often the best strategy for mitigating a brand crisis. Those impacted by the crisis want answers fast. Channels of communication include websites, social media platforms, media releases, testimonials and endorsements.

Dissemination of positive content: Dissemination and sharing of positive content with citizens is critical. This applies to traditional mass media and social media as well. Capitalising on the brand strengths helps to guard its status.

Harnessing the power of mass media: Media forms an integral part of nations. They have power as a trusted source of information and therefore ought to be viewed as allies. It’s important to harness this power. In a time of crisis, a variety of media outlets and tactics must be used to reach various audiences to maximise reach and frequency of the message.

A blended approach that incorporates digital and print ensures that audiences are reached strategically via their preferred channels of communication. In a crisis, citizens take their cue from the local media. Subsequently, the international media takes a cue from local media. Engaging the media is therefore not an option.

Social media strategy: Social media makes it easy for users to share and shape opinions. When a crisis occurs, it is human nature to want to connect, offer support and heal together. That’s the power of social media; it provides a place to congregate and share comfort, a virtual “community centre.” This provides the opportunity to react in real time to crises, correcting any reported mistruths and managing bad word of mouth.

Engaging the critics and encouraging positive dialogue: It is crucial to deal directly with critics. Lying low until the heat blows over is not an option. Today, the Internet gives visibility to critics— it’s much better to deal with criticism as it arises. Strong brands will always have defenders among its various stakeholders, including investors.

These supporters should be provided with platforms where they can express their views on what the brand means to them. Encouraging positive sources of information about the brand ensures that positive opinions are sustained.

Harnessing opportunities to rebuild the brand’s image: Looking for opportunities, locally, regionally and nationally to showcase the nation, helps to rebuild a reputation. Mega sporting events, business forums and cultural exhibitions offer classic platforms to engage the world.

Government’s role: Proactive strategies are the best solution to managing a nation brand under crisis. The role of political leadership during a crisis is to rally citizens together and unify them towards developing a solution for the challenge at hand. Leadership can come from political, economic or even social leaders.

Citizen’s role: As the Government plays its role, all citizens have an equally important part to play. Citizens are the most powerful ambassadors of a nation. Thanks to digital media, they can participate in the building and rebuilding of a nation brand. During a crisis, they should lend support to government’s efforts and spread goodwill across all communication platforms.

Crisis communication strategy: Planning ahead is critical. Crisis can’t always be predicted but by identifying potential risk areas and putting plans in place, it is possible to take control and manage an emergency efficiently. 

Developing a robust crisis management procedure prepares a nation before a crisis strikes, leaving it better able to deal with an emergency that might arise.

Successful crisis management depends largely on developing a planned, integrated solution and a sustained communications approach.

A crisis management team must be in place at all times. The more prepared a nation is, the easier it is to execute the strategy calmly and confidently when the need arises.

Mrs Kimonye is the Chief Executive Officer, Brand Kenya Board.