Target took a massive hit to their brand when they announced that hackers gained access to close to 40 million customers’ credit and debit card information. While Target has taken every effort to make sure their customers feel safe and secure while continuing to shop at their stores, their Buzz score (developed by polling site YouGov to measure a brand’s popularity) dropped from 26 to -9.

YouGov BrandIndex’s Buzz score ranges from 100 to -100 and are compiled by subtracting negative feedback from positive. A zero score means equal positive and negative feedback.

It’s a digital society and these things are going to happen. Not only has Target had to deal with the media outlets telling this story, social media has been a whirlwind of negative comments. Additionally, late-night comedians were pushing Target into the center of several jokes. Target has taken to social media in an effort to curb the negativity, but how are they making sure their responses are the best they can be?

Target created a brand strategy and stuck to it. Their website tells us, “Our mission is to make Target your preferred shopping destination in all channels by delivering outstanding value, continuous innovation and exceptional guest experiences by consistently fulfilling our Expect More. Pay Less.^® brand promise.”

Obviously when something out of their control effects their ability to “deliver outstanding value” and an “exceptional guest experience,” it can be hard to bounce back from this. By getting a clear message, one that lines up perfectly with their brand strategy, they are more likely to come back from this black mark on the record. Companies with brand strategies that are created properly will be able to quickly (and more easily) generate messages than those without a brand strategy at all.

Are you not sure if you have a brand strategy? Maybe it is just time to look through it and make some updates. Contact Susan J. Campbell today and make sure you’re prepared to generate any kind of message needed, no matter what the situation is.