This document outlines 5 steps to successfully protect an organization's brand image in the event of a data breach: 1. Contain the breach by isolating affected systems, implementing an incident response plan, and preserving evidence. 2. Investigate to fix systems and prevent further damage by following the incident response plan and assembling an incident response team. 3. Consider public communications by determining notification procedures, identifying spokespeople, and crafting audience-specific statements with legal counsel.