How to Show Brand Transparency in Advertising
In today’s digital age, brand transparency has become an essential tool in the constant battle to stay relevant with the younger half of the population. So, why brand transparency? The more information we have access to at our fingertips, the more we expect to be given from the brands we buy from.
Just think, 20 years ago you may have had no idea who the CEO of the company was from where you buy your baby’s plant-based diapers. Today, not only do you know who she is, but you may even follow her on Instagram, where you see her own baby wearing those diapers. That transparency is how trust is developed, and brands that gain consumers’ trust will always win. The good news is, there’s more ways than one to show brand transparency.
Honesty is always the best policy
For starters, simply be honest with consumers. What materials or ingredients are your products made of, and where are they sourced? How are they made, and in what kind of a facility? Patagonia, for example, shares this information under every product they sell on their website.
In 2014, McDonald’s launched a campaign called, “Our Food, Your Questions.” After much speculation about what actually goes into Chicken Nuggets and other items on their menu, McDonald’s decided they wanted to be more transparent with the millions of people they serve food to daily.
Some of their answers were reassuring, like—yes, that is real beef in those patties. Others—like when answering whether or not their livestock consume growth hormones or GMO crops—maybe not so much. We all know McDonald’s isn’t the healthy option for dinner, and they know that too—but that’s not the point. The company was honest, and people can respect that.
Be available & candid with communication
If there’s one thing that everyone can agree on, it’s that being stuck on hold for an hour, only to end up talking with a robot just sucks. Having a customer service team that is available—even if only during designated times—is key. We have found that offering a text messaging service or an instant messaging route are a few of the best ways.
An Ads Inside client, Kammok, offers a phone number on their “Contact Us” page. Beside the number they write, “Talk or text.” The company believes that it’s important to have casual conversations with consumers. “Looking for a hammock? Tell me about what kind of outdoor activities you like to do, and what your environment looks like.” Customers feel like they’re talking to a friend, and the company is getting valuable information they can use to be more helpful.
Share your company values
This is an easy one—share your values with consumers. More and more, people are asking themselves the question, “Does this brand align with my values?” In this day and age, voting with our dollars can go a long way. So, if someone can buy a cashmere sweater from 100 different companies, they’re going to buy from a company whose values align with theirs.
Another client of ours, Radical Girl Gang, does a great job of making their values and their mission clear. Simple, straightforward, and to-the-point.
If words aren’t enough, give proof
Sometimes actions speak louder than words. Trying to tell your audience about the ethical factory where your garments are made? Show them. Trying to explain why your granola bar costs more than a gallon of milk? Show them. Video is amazing proof, and it’s great way to show off your brand personality, like this one from another client, Naadam.
Want to be radically transparent? Share a breakdown of what it costs to make a product, like this example below from Everlane. According to a study done by Sprout Social, 73% of consumers are willing to pay more for products that guarantee total transparency.
So, whether your company chooses to have a relatable “face” on Instagram, or a more behind-the-scenes approach via texting, just make sure to be consistent, reliable, and as always, honest.