The answer, typically, seems to be “you don’t”. When the proverbial hits the fan for a brand, it’s common to hear criticism in the media that a corporate response is slow to arrive and fails to give appropriate clarity and reassurance. Obviously, crisis management for brands is broadly within the sphere of PR. Nevertheless, official releases are effectively branded communication. I guess the general principle is to keep things as bland as possible. This not only reflects the gravity of the situation, but makes the topic as visually unmemorable as possible. The corporation takes the hit, to protect, as much as possible, the brand image.

Toyota has been criticised in the UK for failing to run any marketing activity specifically addressing its recall. Wednesday’s Toyota homepage was still in selling mode (above), with the recall information almost invisible at bottom left.

The more robust PR response in the U.S. (below) was still as visually bland as possible and yet potent in its delivery .

Meanwhile today’s press featured this Toyota ad whose copy, in the context of the timing, is cringe worthy – even if the media space was bought, given that this issue has been rumbling for a while it seems staggering that a more appropriate message was not produced.

The brandgym wrote recently on how it thinks McLaren mishandled its reaction to concerns over digit amputation, and what the prudent course should be (act fast and bold, use the online world rather than being its victim, empathise don’t lecture, and think global).The principles it notes hold true for Toyota. In McLaren’s case there is actually a more robust tackling of concerns – the homepage is pasted over with a message which confusingly tells us that A. the buggies are completely safe and B. you can get a component free of charge that will, er, ensure safety. But at least the message is front of house. Again, the design takes the “blame the corporation not the brand” approach.

On balance, a visually bland approach is probably the smart option in the long term. Certainly any “creative” response would instantly be the subject of on-line parody. But when the media (which obviously love a good controversy) habitually point to an underwhelming brand response to such stories, perhaps a slightly more badged response, aligned to clear and calm communication, could gain the brand more respect than seeing it bury its head in the sand, visually speaking.

To summarise, in the world of globalisation and best practice, has Toyota UK learned nothing? When this happens, you stand up and be counted á la Toyota U.S. That’s what leader brands do. Dressing it up and trying to take advantage backfires as does saying nothing. Bland and direct ironically means consumers give you the benefit of the doubt and in so hand you the advantage.