Imagine this: your favourite local café is struggling during a recession. Instead of cutting corners, they post a heartfelt message online explaining the challenges they face and how they’re committed to keeping quality high. They also promise to support the community by donating leftover food to local charities. That honesty makes you want to support them even more, right? This is the power of authentic branding during tough times.
When uncertainty strikes, customers want brands they can trust. Honest, value-driven messaging reassures them. Some of the most respected companies—like Patagonia—build loyalty by staying true to their values, even during crises. You can do the same by aligning your brand’s messages with what customers genuinely care about.
In this article, you’ll learn:
- How brands like Patagonia build trust through value-driven messaging.
- Practical strategies for creating honest, relatable messages in challenging times.
- How to align your brand values with current customer needs effectively.
Let’s dive into how authenticity can transform challenges into opportunities.
Why Authenticity Matters in Tough Times
When times are tough, people crave certainty. They seek brands they can trust. Authentic branding—sticking to your values and being honest—creates that trust. It reassures customers that you’re dependable, even when the world feels unpredictable.
What is Authentic Branding?
Authentic branding means delivering messages that reflect your values and actions. It’s about showing, not just saying, who you are. Customers quickly spot empty promises. Authenticity builds credibility by proving your brand stands for something meaningful.
Example: Patagonia’s commitment to sustainability goes beyond words. In 2011, they launched a campaign urging customers to “Buy Less, Demand More” to reduce waste. They’ve also donated 1% of their annual sales to environmental causes for decades. These actions resonate because they align with their message, even if it means lower profits short-term.
Why Customers Value Honesty
Trust becomes priceless during uncertainty. If your brand’s messaging feels genuine, customers are more likely to stay loyal. Honesty also sets you apart. Many companies scramble to say what they think people want to hear, but customers remember brands that feel real.
Psychological Insight: People respond positively to vulnerability when it feels sincere. Acknowledging challenges openly creates an emotional connection. It tells customers, “We’re human too.”
The Cost of Inauthenticity
Failing to act authentically can damage your reputation. Performative gestures—like flashy campaigns without meaningful action—can backfire. Customers will call out hypocrisy faster than ever, especially on social media.
Example: Pepsi’s infamous 2017 advert featuring Kendall Jenner trivialised real social justice movements. It sparked global backlash because the message felt hollow. The brand didn’t align its actions with the cause it tried to champion, eroding trust.
Being authentic is more than good PR—it’s about maintaining genuine connections.
The Role of Brand Values in Challenging Times
Your brand values are more than words on a website—they’re the heart of your identity. In uncertain times, they become your compass, guiding decisions and messaging. When values are clear and consistent, they reassure customers that your brand stands for something real.
Why Values Matter in a Crisis
Customers notice how brands behave during difficult times. If your actions reflect your stated values, you’ll earn trust. People want to see businesses that act with integrity and empathy, not opportunism.
Example: During the COVID-19 pandemic, Pret A Manger lived up to its values of generosity and community. They offered free drinks to NHS workers and discounted meals for health professionals. This wasn’t just a marketing tactic—it was a reflection of their commitment to supporting people.
When customers see brands “walk the talk,” it creates loyalty. Shared values strengthen the emotional bond between you and your audience.
Values Drive Emotional Connection
Shared values aren’t just nice to have—they influence buying behaviour. People prefer to support companies they feel align with their beliefs. This is particularly true during crises when decisions feel more personal.
Example: Ben & Jerry’s has built a reputation for standing up for social justice. Their public support for movements like Black Lives Matter wasn’t performative—it was grounded in decades of activism. Customers who share these values feel a stronger connection to the brand.
Psychologically, people are wired to seek belonging. When your values resonate with theirs, customers feel part of a like-minded community. This sense of belonging makes them more likely to stay loyal.
Stay True, Even Under Pressure
Resisting the temptation to abandon your values can be hard during tough times. You might face pressure to cut corners or appease everyone. However, compromising your values can damage your brand in the long run.
Example: In 2020, BrewDog stood by its sustainability values by launching their “Lost Lager” made with surplus bread, despite increased production costs. Their commitment paid off, earning respect and media attention.
Consistency is key. When your values remain steady, even in adversity, you show customers they can trust you.
Strong values are a foundation for authentic branding.
Crafting Messaging That Resonates
Creating messages that resonate during challenging times requires empathy, clarity, and a deep understanding of your audience. Your words must reflect their current reality while staying true to your brand values.
Speak with Empathy and Understanding
Start by acknowledging the challenges your audience is facing. This shows that you’re paying attention and genuinely care. Avoid generic statements that feel insincere or overly polished—your tone should be human and relatable.
Example: During the early days of the pandemic, Tesco’s ads featured the line, “Every Little Helps,” with messages focused on community support and safety measures. This simple, empathetic approach showed Tesco understood what mattered to customers at that moment.
Empathy creates a connection. By speaking their language and reflecting their concerns, your audience feels seen and valued.
Focus on Their Needs, Not Yours
Reframe your messaging to highlight how your product or service addresses their current challenges. Customers are more likely to engage when your message provides a direct benefit or solution to their problem.
Example: Zoom shifted its messaging during lockdowns to highlight its ability to keep people connected—from work meetings to family gatherings. By showing how they addressed isolation, they became essential to customers during a difficult time.
Always frame the conversation around how you can help, not what you want to sell.
Be Honest and Transparent
Transparency builds trust. Share what your company is doing behind the scenes to adapt or improve. If there are delays or limitations, be upfront. People appreciate honesty, even if the news isn’t ideal.
Example: When Lush faced supply chain issues during the pandemic, they openly communicated the challenges on social media. Their transparency not only prevented frustration but also strengthened loyalty, as customers admired their honesty.
Being transparent shows customers you respect them enough to share the truth.
Avoid Over-Promising or Pandering
Resist the urge to make grandiose claims or empty promises. People can spot pandering a mile away, and it undermines credibility.
Example of Failure: During the early stages of COVID-19, some companies added “We’re all in this together” to marketing materials without making real contributions. These empty gestures were met with scepticism and criticism.
Authenticity means only saying what you can back up with real actions.
Creating messaging that resonates is about empathy, relevance, and authenticity.
Common Pitfalls to Avoid
Even the best intentions can backfire if your approach lacks thought or authenticity. Avoid these common mistakes to ensure your brand remains trustworthy and credible.
Avoid Empty Gestures
Customers are quick to see through performative actions. If your brand makes a bold statement but doesn’t follow through, it will damage your credibility. Customers value genuine contributions over superficial efforts.
Example of Failure: In 2017, Pepsi released an advert with Kendall Jenner seemingly solving social justice issues by handing a police officer a can of Pepsi. The ad trivialised real struggles and sparked widespread criticism. It became a textbook case of performative marketing gone wrong.
If you want to engage with an issue, ensure your actions back up your messaging. Otherwise, it’s better to remain silent.
Don’t Exploit Crisis Situations
Nothing alienates customers faster than being seen as opportunistic during a crisis. Overly aggressive marketing during sensitive times can make your brand appear tone-deaf or greedy.
Example: Some companies dramatically raised prices for essentials like hand sanitiser during the COVID-19 pandemic. This blatant profiteering damaged their reputation and drove customers away.
Instead of chasing short-term gains, focus on building long-term trust by supporting your audience in meaningful ways.
Avoid Overcomplicated or Vague Messaging
Clear communication is critical, especially during challenging times. Overloading your messaging with jargon or vague promises can confuse your audience and weaken trust.
Example of Success: IKEA kept their COVID-era messaging simple and action-focused, encouraging customers to “stay home” while sharing useful DIY projects. This clarity reinforced their role as a helpful and practical brand.
Keep your messaging concise, relatable, and directly relevant to your audience’s concerns.
Don’t Ignore Feedback
Customers will voice their opinions, especially online. Ignoring criticism or failing to respond thoughtfully can escalate negative sentiment. Acknowledging feedback—whether positive or negative—shows customers you value their voice.
Example of Failure: When United Airlines forcibly removed a passenger from an overbooked flight in 2017, their initial response ignored customer outrage. A belated apology couldn’t undo the reputational damage caused by the delay.
Listening and responding promptly to feedback helps prevent small issues from becoming major crises.
Avoiding these pitfalls ensures your messaging remains authentic and effective.
How to Keep Messaging Consistent
Consistency in messaging is vital for building trust and credibility. When your audience sees uniformity across your communication, they feel reassured about your brand’s reliability. Here’s how to achieve it, even during challenging times.
Align Internally Before Speaking Externally
Your messaging should start with your internal team. Employees are your first ambassadors, and their understanding of your values is key to maintaining consistency. Ensure everyone understands your brand’s stance, tone, and message.
Example: Patagonia involves employees in its environmental campaigns, reinforcing their shared mission. Staff can confidently communicate the brand’s values because they’re engaged and aligned with them.
Clear internal communication ensures your external messaging is unified, no matter who represents your brand.
Audit Your Past Messaging
Take a close look at previous campaigns, social posts, and customer communications. Ensure they align with your current messaging and values. If there’s a mismatch, address it directly to avoid confusion.
Example: LEGO responded to customer feedback by re-evaluating their representation of diversity in toy sets. By aligning their products with their messaging on inclusivity, they avoided mixed signals and built trust.
This kind of proactive audit prevents inconsistencies that could harm your reputation.
Involve Your Audience
Listening to your customers and incorporating their feedback into your messaging keeps it relevant and relatable. This not only ensures alignment with their concerns but also shows you value their input.
Example: Dove’s “Real Beauty” campaign was shaped by customer insights. The brand actively involved its audience, making the campaign feel personal and authentic.
By engaging directly with your audience, you create messaging that feels more human and grounded.
Use Clear Guidelines Across Channels
Develop clear communication guidelines for every channel, from social media to customer service. This ensures your tone and message remain consistent, regardless of the platform or audience.
Example: Nike’s messaging consistently reflects its commitment to social causes, whether in adverts, social media posts, or sponsorships. This uniformity strengthens their brand image and builds trust.
Your audience should experience the same values, whether they see an ad, tweet, or email.
Consistent messaging isn’t just about repetition; it’s about building trust through clarity and authenticity.
Turning Challenges into Opportunities with Authentic Branding
Tough times test everyone, including brands. However, challenges can also present opportunities to strengthen relationships with your audience. By staying true to your values and understanding your customers’ needs, you can turn difficult moments into defining ones.
Show You Understand Their Challenges
Think about the last time you faced a stressful situation. Did you feel more drawn to people who offered genuine support or to those who tried to “sell” solutions? Customers feel the same way during crises. They want empathy, not opportunism.
Example: During rising energy prices, Octopus Energy reframed their messaging to focus on helping customers save money. They offered transparent pricing, practical energy-saving tips, and personalised advice. Customers felt supported because the brand showed they understood the struggle.
This kind of messaging isn’t flashy—it’s helpful, honest, and deeply appreciated.
Use Challenges to Highlight Your Values
Tough times give you a chance to demonstrate what your brand stands for. Customers pay close attention to whether your actions match your promises. Living your values during challenges can cement your credibility.
Example: During the pandemic, Airbnb refunded customers for cancelled trips, even though it hurt their bottom line. They chose to prioritise trust over profit, and their actions aligned with their value of caring for their community. This transparency strengthened their relationship with both hosts and guests.
When your values guide your decisions, customers take notice.
Build Emotional Connections
Human connections thrive on shared experiences. Brands that acknowledge hardships and communicate authentically can create lasting emotional bonds with their audience. The key is to be relatable and real.
Example: BrewDog launched their “Make Your Own Lockdown Label” initiative, allowing customers to design beer labels while stuck at home. This lighthearted, interactive idea connected with customers facing isolation, showing BrewDog understood the mood without exploiting it.
Relatable gestures like this make brands feel approachable and human.
Seize Opportunities to Innovate
Crises often spark creativity. They push brands to rethink their products or services to meet new demands. Adapting to the moment can reveal new ways to connect with your audience.
Example: L’Oréal introduced touchless hand sanitiser dispensers in supermarkets during the pandemic. This small innovation addressed a pressing need while keeping the brand relevant in customers’ lives.
Look for simple ways to solve immediate problems without overcomplicating your message.
Tough times don’t have to mean lost opportunities. By showing empathy, staying consistent, and living your values, you can transform challenges into meaningful moments for your brand and audience.
Challenging times test a brand’s authenticity and commitment to its values. They also present an opportunity to build trust and deepen connections with your audience. By communicating with empathy, staying consistent, and aligning actions with promises, you can turn obstacles into defining moments for your brand.
Remember these key takeaways:
- Authenticity builds trust: Be genuine in your messaging and follow through with actions.
- Your values matter: Customers connect with brands that live their principles, especially during crises.
- Empathy resonates: Address your audience’s needs with understanding, not opportunism.
Taking these steps can help your brand emerge stronger and more connected to your audience than before. If you’d like to explore further, consider studying case studies of brands like Patagonia, Ben & Jerry’s, or Airbnb. They’ve proven time and time again how staying true to values builds loyalty, even during turbulent times.
Start today by auditing your brand messaging and identifying ways to bring your values to life. Remember, authenticity isn’t a tactic—it’s a mindset that pays off in the long run.
Sarah x
