Your Brand Needs to Be Transparent
With trust comes transparency, and vice versa. According to a survey, 66 percent of consumers think transparency is one of the most attractive qualities in a brand (Accenture Strategy, 2018). This includes transparency in where the brand sources its materials, how it treats employees, and what it cares about beyond the profit motive. People are increasingly curious about what happens behind closed doors, and we can’t blame them. Brand transparency has never been more important.
Brands need to be clear and authentic. If brands support each and every cause that they don’t even feel strongly about, they might end up being perceived by consumers as inauthentic. Consumers don’t appreciate insincere attempts from brands showing that they care. Companies need to establish an emotional connection with their consumers, and be true to who they are as a business. That’s why transparency not only helps to maintain current customers, but it also helps to attract potential customers.
In the era where people tweet, leave reviews, and share all their thoughts with a click of a button, people can find out everything they want to know about a brand. This puts brands in an increasingly important position to embrace brand transparency.