Arctic winds offer a Texas-sized lesson in crisis communications

Following the recent winter snowstorm that gripped Texas, many companies are using the experience to prioritize communications and crisis preparedness.

The brands that will be most successful in 2021 are no longer treating their customers as transactional, but as part of their community. Companies who win in the long run have a deeply knitted, purposeful relationship with stakeholders. They see customers as part of their brand and rooted in their core values – a true asset they will invest in to protect.

A great example of a purpose driven brand is Texas-based retail grocery chain H-E-B. The company has proven time and time again to be a vital, reliable source that their customers, employees and communities can rely on in any situation. This recent crisis was no different.

H-E-B, referred to as “the moral center of Texas,” communicated with both internal and external audiences to set expectations that accounted for the health and welfare of everyone. They were a lifeline when the community needed it – sharing resources and messages in an efficient manner to ensure all audiences with or without power were reached.

H-E-B is paving the way for how companies should communicate to become a more trustworthy brand and provide vital support within its communities.