If the unthinkable should occur, your ERP system has you covered for the mechanics of a recall by identifying affected serial numbers and providing fast, accurate track and trace capabilities so you can easily determine the extent of the issue. But once you have the recall underway, it’s time to take steps to protect your brand to prevent permanent damage to your reputation. Sometimes people are so close to the recall process that they forget that the outside world is watching how the company responds. Here are six important steps that can help prevent damage to your brand if you have a recall. 

1. Don’t delay

It may be tempting, but if the problem really deserves a recall, it probably won’t go away on its own. Minimize the damage by acting quickly. Often companies think that by moving quickly they are opening themselves up competitors, but in many cases, it’s exactly the opposite. Moving fast shows that you are aware of the problem and that you care enough about your customers to take the hit.

2. Don’t hide

Some companies faced with a recall try to stonewall the press or refuse to meet with customers or activists, but this can be counterproductive. If the public sees company executives avoiding the issue, they may begin to think that they knew about problems long before they became apparent. Even worse, people may think the company doesn’t care about its customers, and that may cause irreparable damage.

3. Get in front of the issues

You don’t have to issue hourly press releases, but do let people know there’s a problem and tell them what you’re doing about it. If the issue turns out to be different or more extensive than you first thought, tell people. Many companies took as much of a hit to their reputation when people thought they had tried to hide problems as they did from the problems themselves.

4. Own up to mistakes

If the problem is a direct result of a poor procedure or faulty material, admit it. Tell the public that you have discovered a problem and that you are taking steps to ensure that the problem never happens again.

5. Apologize

A simple apology goes a long way. While nothing can make up for injuries caused by poor quality products, admitting mistakes and apologizing can go a long way toward defusing the situation. You don’t have to admit guilt or go in to details about what the company did wrong. Keep it simple, but acknowledge sorrow for any harm that might have happened before the problem was uncovered.

6. Explain

As the recall progresses, tell people how it’s progressing. As you uncover root causes, let the public know what happened and outline the steps you are taking to make sure it never happens again. 

A recall can be a devastating experience for any company, but it doesn’t have to mean the end of the business or the brand. Many companies have suffered the pain of a product recall, but brands such as Tylenol, Toyota and Johnson & Johnson rose above their difficulties with quick action. Fast, honest and clear communication can mean the difference between a loss of faith and a renewal of trust in the brand.