Brand safety has long been linked to digital advertising and content placement. While ensuring ads appear in suitable contexts remains essential, this narrow definition no longer reflects the full scope of risk in today’s complex business environment.
According to Forrester’s B2B Brand and Communications Survey, 58% of B2B marketing leaders now consider brand safety as something that extends far beyond digital media, touching everything from supplier selection to strategic partnerships and corporate decision-making.
A wider lens on brand protection
Brand perception isn’t limited to online channels or digital activity. It’s shaped by every interaction across the business ecosystem. That means marketers must evaluate risk not just in content adjacencies, but in affiliations – scrutinising how partnerships, vendors, customers, and collaborators reflect upon the brand. If these relationships contradict a company’s stated values or purpose, reputational damage can occur by association.
Trust as the foundation
At its core, brand safety is about trust. A brand builds trust through consistent, positive interactions that reinforce its values. Forrester’s 2023 Business Trust Survey highlights the concept of “trust transference,” where the credibility of one brand carries over to others it’s connected with. In fact, 74% of global business buyers say they are inclined to trust a company linked to a trusted brand, compared to just 42% when the association is with an untrusted one. Trust also influences behaviour – customers are more likely to forgive mistakes, recommend the company, and stay loyal when the brand is trusted.
Reputational risk by association
When one brand suffers a reputational crisis, others in its orbit often feel the impact. Consider the CrowdStrike incident that led to the largest IT outage on record, affecting millions of Windows users and leaving countless businesses offline. While CrowdStrike bore the brunt, Microsoft’s brand was also implicated, and the fallout extended across industries – airlines, hospitals, banks, and retailers all endured customer-facing disruptions, leading to negative experiences well beyond the original source.
The lesson is clear: companies must evaluate the potential reputational risks inherent in every partnership. Are your brand’s collaborators aligned with your mission and values? If not, the consequences may be significant. Marketing and brand leaders should be raising these questions at board level and integrating them into strategy discussions.
A modern definition of brand safety
To genuinely protect brand integrity, B2B organisations must redefine brand safety as the active management of reputation across all relationships and activities. This means:
- Vetting relationships with care
Every supplier, partner or customer reflects something about your brand. Consider their values, conduct, and how much influence or oversight you have in the relationship. Assess both the potential upside and the risks involved. - Staying alert to external pressures
Brand safety is shaped by more than just internal choices. Shifting regulations, political dynamics, cultural sensitivities, and global events all affect how a brand is perceived. Marketers need to track these pressures closely and keep leadership informed of emerging risks. - Investing in brand resilience
A strong reputation doesn’t just fuel growth – it acts as a buffer when things go wrong. Brands that have earned trust are more likely to recover quickly after setbacks or missteps. Building this resilience should be a central goal for any marketing team. - Planning for crisis response
No brand can control every eventuality. Despite best efforts, unforeseen issues will arise. That’s why it’s essential to work with legal and leadership teams to develop robust crisis communications plans. Having a clear framework in place will help preserve trust when it matters most.
Brand safety can no longer be treated as a passive concern – it demands ongoing attention and a holistic approach. In an interconnected world, safeguarding reputation means thinking beyond media placements and considering the full landscape of influence. Brands that take this broader view will be better equipped to navigate risks and build lasting trust.
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