Why Personal Branding and Crisis Management Are More Connected Than Most People Realise
A few years ago, I found myself advising a business owner who was dealing with what they described as a "social media disaster". A customer had posted a complaint online, the post had gained traction and before long strangers who had never interacted with the business were weighing in. The founder was understandably upset and were responding to comments individually, defending themselves across multiple platforms and becoming increasingly frustrated that people seemed determined to believe the worst.
Look businesses receive complaints every day but what stood out was how quickly the situation escalated because there was no strategy behind the response. Every reaction was driven by emotion rather than intention. The original issue could probably have been resolved relatively quickly but the reputational damage came from the way the business responded once the spotlight was on them.
Experiences like this are one of the reasons I spend so much time talking about personal branding. People often assume personal branding is only about visibility or social media content. Those things can be part of it, but at its core, personal branding is about reputation, it’s about what people associate with your name and how much trust they place in you. Once you start looking at it through that lens, it becomes clear that personal branding and crisis management are not separate conversations! They are deeply connected.
I touched on some of these themes during a conversation on the Puds & Co podcast although to be honest this issue deserves far more attention than a single podcast episode can provide. One of the biggest mistakes professionals and business owners make is assuming they can think about reputation after something has gone wrong and by then, you are already playing catch-up. I work with entrepreneurs, executives and professionals from a wide range of industries and one thing I have noticed is that many people still believe personal branding is optional. They think it is something for influencers, speakers or people actively seeking public attention. Meanwhile, they are building a reputation every single day whether they realise it or not.
Every email you send, every presentation you deliver, every LinkedIn post you publish and every interaction you have online and offline contributes to how people perceive you. The question is not whether you have a personal brand. The question is whether you are shaping it intentionally.
One thing I have learned after years working in PR is that the people with the strongest reputations are not always the most visible but people know exactly what they stand for, what they are good at and what they can be trusted to deliver. Their reputation has been built through consistency rather than volume.
Social media has changed crisis communications completely. Ten or fifteen years ago, organisations often had time to assess a situation before responding. Today, a single post can travel across multiple platforms within hours. Public opinion can form long before all the facts are available. What concerns me is that many small businesses and start-ups still operate as though crises only happen to major brands. They invest in marketing, content creation and business development but never stop to consider what they would do if they faced a reputational challenge and then something happens and panic takes over.
I have seen businesses delete posts without considering the consequences. I have seen founders argue with strangers online at midnight because they felt misunderstood. I have seen organisations issue statements that create more problems than the original issue ever did. The reality is that every platform has its own dynamics and understanding those dynamics matters.
Take X, for example. The introduction of Community Notes has fundamentally changed how information is challenged on the platform. Organisations can no longer assume they control the narrative simply by issuing a statement. Context can be added publicly and users can see competing interpretations of events side by side. Whether you agree with Community Notes or not, it has changed the communications landscape.
Instagram presents different challenges too. Businesses frequently underestimate how difficult it can be to resolve issues involving account restrictions, impersonation or content removals. Many only discover the appeal process after they find themselves locked out of an account or dealing with false reports. Having basic knowledge of these systems before you need them can save valuable time and stress.
Beyond social media, UK businesses also need to understand the wider regulatory environment. This is something that is often missing from crisis communications advice because much of the content available online is written from a US perspective. If a complaint relates to advertising claims, influencer partnerships or promotional content, the Advertising Standards Authority may become relevant. If a matter involves broadcast content, Ofcom may have jurisdiction and if inaccurate reporting appears in parts of the press, there may be grounds for a complaint through IPSO. Understanding these frameworks is not about becoming a legal expert, it’s about knowing where to seek support and what options are available if a situation escalates.
However, crisis management is not simply about knowing who to call when something goes wrong. It is about building reputational resilience before you ever need it and this is where personal branding becomes incredibly powerful.
When people already know who you are, what you stand for and how you operate, they are more likely to view situations through the lens of that existing trust. That does not mean strong personal brands are immune from criticism. Nobody is immune from criticism. What it does mean is that you are not introducing yourself to people for the first time in the middle of a crisis.
I often tell clients that a personal brand is not there to make you famous. It is there to make you memorable for the right reasons. It helps people understand your expertise, your values and your perspective before an opportunity or challenge arises. In many ways, a strong reputation acts as a form of insurance. You hope you never need to rely on it, but you are grateful it exists when circumstances become difficult.
The most successful professionals and organisations I know do not wait for a crisis before thinking about reputation. They understand that reputation is an asset that requires ongoing investment. They communicate consistently and build trust over time. They think carefully about how they show up online and offline. Most importantly, they recognise that visibility without strategy can create as many problems as opportunities.
Personal branding is not about being visible for the sake of it. Crisis communications is not about damage limitation. If people trust you, understand you and believe in what you stand for, you are already operating from a position of strength. In today's environment, that may be one of the most valuable assets any professional or business can have.
Personal Brand 3 Month Deep Dive Coaching Package is ideal for business owners, entrepreneurs, creatives or professionals who want to raise their visibility and business credibility through dedicated and intentional personal brand coaching.
This coaching package is for you if:
You have been working hard in your sector for many years but do not get the recognition that you feel like you deserve.
You are tired of doubting yourself and limiting yourself in your sector.
You are often overlooked for exciting new opportunities in your sector.
You are ready for a breakthrough as a leader in your sector.
You have goals that you have buried because of your lack of confidence and are constantly concerned with what other people will think.
You want to widen your circle of influence beyond the people who currently know you.
You are frustrated with the way your online footprint represents you.
You know something is holding you back and need a passionate, honest and pragmatic personal branding coach to take you to the next level.
Clients who have booked this package have left with renewed confidence in their goals and aims; established clarity as it pertains to how they position themselves in their industries and have attracted exciting opportunities which have led to career and business growth. Read what past clients have to say about the personal brand coaching sessions here.
What we will cover over the course of our 3 months:
The Power of a Personal brand - how having a strong personal brand can open up new opportunities in your business or career journey.
Mindset and confidence review - discuss barriers and limitations and how to overcome them.
Harnessing your voice - Knowing and understanding what your message is, who your audience is and how to reach them.
Using PR to enhance your profile - Using public relations strategies to enhance your public profile.
Media training and visibility - how to engage with the press
Identifying your values & Knowing your purpose - Understanding what your brand is and how you can maintain your integrity and authenticity.
Social Media strategy - How to use social media platforms to raise your visibility.
Understanding your audience - unpacking who your audience is and why you want to engage with them
Public Speaking Tips - Advice and guidance on becoming a more confident public speaker.
Measuring Success - Assessing Long term goals and celebrating success.
How it works:
Conducted within 3 calendar months or 12 weeks - must be taken consecutively unless otherwise agreed.
60 minute preparation and brainstorming call - personal branding questionnaire
Two 90 minute coaching calls/face to face meet ups each month or 3 × 1 hour sessions per month
Email check-ins in between calls/meet ups
Assignments and shared document to review progress
Key goals and targets designed to improve progress
Cancellations* must be made within 7 days of order being placed. After which point a refund will be made less a £50 termination fee. This is based on no work being undertaken. If work has already commenced services are not refundable but transferable.
Cancellations on the grounds of a change of business circumstances.