When a crisis hits, companies and organizations need to have a plan in place. Executives and spokespeople need to know how to communicate. What talking points, messages, and protocols should be followed.
But real crisis communication doesn’t start when something goes wrong. It starts long before.
The most effective leaders show up for their audiences consistently. Not just in moments of disruption, but in everyday communication. That’s where executive branding comes in.
Executive branding builds trust over time and makes your leaders more credible, more human, and more prepared to lead in a crisis. But how do you actually do it?
Here are three simple but powerful tactics you can use to strengthen your leaders’ presence and your company’s resilience.
1. Show Some Personality
Executive content doesn’t always need to be serious or “corporate.” In fact, it should almost never be.
The goal is to help people connect with the human behind the title. That means sharing opinions, lessons learned, reflections, and even hobbies or offbeat interests.
When a crisis hits, an executive who’s already been visible and relatable won’t feel like a stranger issuing a sterile statement. They’ll feel familiar. Trusted. Real.
2. Celebrate Others
Some of the most effective executive branding content has nothing to dowith the leader at all.
It’s about highlighting the team. Shouting out employees. Thanking customers. Uplifting partners. Even giving props to your document shredding guy.
When executives regularly recognize others, they demonstrate humility, empathy, and connection. All traits that matter deeply when times get tough.
3. Tell Your Story Over and Over
One post about your leadership journey or company values isn’t enough. The best communicators understand that storytelling is a process of repetition.
The story might feel old to you. But not to your audience.
Make storytelling a habit. Share your perspective. Talk about your vision. Offer glimpses into what motivates you. Over time, this builds a foundation of trust and familiarity that pays off in high-stakes moments.
Why This Matters
Crisis response is easier when your executives already have the tools—and the confidence—to communicate with empathy and authority. Executive branding gives them both. And when it’s done right, it doesn’t just prepare your leaders. It protects your brand.
Want to start building your executive branding strategy, even with limited resources? Download my free guide, “Executive Branding for Short-Staffed Teams,” for step-by-step tools you can use right now.