How to maintain your brand voice in a crisis

Jul 22

Let’s be honest, every business, at some point, faces a wobble.

Maybe it’s a supply chain meltdown, a well-intentioned post gone sideways, a product recall, or just a relentless economic forecast making everyone feel like they’ve swallowed a lead balloon. Crisis communications? Not fun, but utterly unavoidable. The difference between a brand that weathers the storm and one that sinks quietly to the bottom of the Google abyss? It’s not just the slick apology or the official statement, it’s your brand voice.

And here’s the bit most people miss: your brand voice matters more in a crisis than it does on your best day. When things go wrong, people notice how you say things just as much as what you say.

What is “crisis communications”?

Crisis comms isn’t about PR gymnastics or spamming your list with statements drafted by an anxious legal team. It’s the art (and science) of staying true to your values, holding your nerve, and showing up for your customers, even (especially!) when you’re not sure what’s coming next.

But there’s a catch: Most crisis comms advice out there boils down to “be sincere”, “be transparent”, or “show empathy”.
Thanks, Captain Obvious.
The real trick? Making those things sound like you—not like an HR handbook.

Let’s dig deeper.

Why brand voice matters most when everything is going wrong

Consistency breeds trust: When the going gets tough, people crave familiarity. A crisis is not the time to suddenly turn into the corporate equivalent of a robot reading from a script. If your brand is usually warm, wry, or unapologetically direct, stick with it. Abruptly switching to “We apologise for any inconvenience caused” is like your fun uncle suddenly showing up in a judge’s wig.
People want to hear from a human, not a logo: Studies show we process brand personality and tone in the same part of our brain that handles real human relationships. If your crisis response sounds genuine, people are far more forgiving, even loyal. If it sounds like it was written by committee? Good luck.
Authenticity cuts through the noise: Every brand says they “care.” The ones who show it in a way that’s unmistakably theirs, those are the brands people remember long after the dust settles.

The most common mistakes (and how not to make them)

Let’s start by busting a few classics:

The panic pivot: Suddenly adopting a completely new tone (“As a responsible industry leader, we wish to convey…”)
Result: You sound like a stranger. Nobody buys it.
The black hole: Saying nothing, because you’re terrified of saying the wrong thing.
Result: Silence gets filled with rumours. You lose control of the story.
The soggy blanket: Dousing everything in generic “We value your business” language.
Result: Comforting? No. Memorable? Also no.
The overexplanation: Sharing too much, too soon, too often.
Result: You overwhelm your audience and look like you’re scrambling.
The blame game: Throwing anyone and everyone under the bus (suppliers, staff, “the global situation”).
Result: Erodes trust. You look shifty.

So, how do you maintain brand voice in a crisis? (without sounding flippant, or tone-deaf)

1. Audit Your Voice Before You Need It

You can’t show up authentically in a crisis if you don’t know what “authentic” sounds like for your brand. Take the time before the crisis hits to clarify your voice. Are you the reassuring guide, the witty straight-talker, the compassionate neighbour? If you’re not sure, ask your customers how they’d describe you in three words. (Bonus: It’s usually not “friendly, professional, and reliable.”)

2. Set the Boundaries

Empathy is essential, but so are boundaries. You can acknowledge what’s happening without promising things you can’t deliver. Don’t overcommit, don’t overexplain , just be clear about what you know, what you don’t, and what happens next.

3. Don’t Be Afraid to Show Your (Real) Face

When possible, put a name and a face to your communications. A signed note from your founder, a quick video update, or a staff story, these small touches remind people there are humans behind the brand. And humans make mistakes, own up to them, and fix them.

4. Adapt Without Abandoning Who You Are

If your brand is known for wit or a bit of irreverence, you don’t need to go sombre overnight, just recalibrate. Acknowledge the seriousness, but don’t lose your edge. (“We know right now isn’t the time for jokes about lost parcels, but here’s what we are doing to fix it…”)

5. Use Plain, Honest Language

Drop the corporate jargon, legalese, and empty adjectives. If you wouldn’t say it in a real conversation, don’t write it. Be specific, be concise, and above all, be human.

6. Invite Conversation (And Actually Listen)

A crisis is a two-way street. Open the door for feedback, questions, or complaints and respond to them, publicly when it makes sense. There’s nothing more brand-building than being seen listening and responding in real time.

What Not to Do:

The nameless apology: “We apologise for any inconvenience.” Nobody believes a ghost.
Excuses, not updates: “Due to circumstances beyond our control…”—fine, but what are you controlling?
Going radio silent: No one trusts the brand that hides during hard times.

Next step? Build your crisis brand voice toolkit

Draft sample responses before you need them. Make sure they sound like you, not the competition.
Create a tone guide for different scenarios (serious, urgent, disappointing, hopeful).
Keep a list of “never use” phrases that don’t fit your brand voice, even in a panic.
Train your team. Consistency isn’t just for the founder; everyone who touches customer comms needs to know the voice playbook.
Review and debrief after a crisis. What worked? What landed flat? Refine for next time.

The unexpected silver lining

Handled well, a crisis is a chance to show what you’re made of. Businesses that communicate with honesty, personality, and consistency, who stick to their true voice, don’t just survive hard times. They build loyal fans who remember, “That’s the brand that showed up.”

So the next time you find yourself writing a message you never wanted to write, remember:
Your brand voice isn’t a luxury or a frill. It’s your anchor. Use it.

Need help defining your brand voice (before the storm hits)?

If you’re not sure how you’d show up under pressure, or want a crisis toolkit ready for whatever the world throws your way, let’s chat. My Brand Voice Strategy service is designed to make sure you sound unmistakably you, on the good days, and the tough ones too.

Kate Higham