Food producers might have it the toughest. Consumers always expect better quality from the food brands they already trust and want new brands to show their worth. Whether they seek organic choices, items marked “GMO-free,” or meat raised without hormones, shoppers want clear information about what they are purchasing. With so many self-styled “foodies” and “food critics” around, the term “transparency” has a whole new significance.
But brand transparency isn’t just for the foodies. Recent Mintel studies, among other sources, have proven that the number of consumers who want their favorite brands to transparent in their business practices has been increasing, regardless of the products they’re purchasing.
A clear example of this is Patagonia, which works hard to show as much transparency as it can. With the “Footprint Chronicles,” they carefully outline the steps taken to make each of their products. They explain everything from where they get their raw materials to the issues that may be present in the final product. By being open about their shortcomings with customers, they create a valuable chance for honest conversation about their products and sources. This could even help prevent future complaints from dissatisfied customers.
Sharing flaws can actually help build trust. This form of transparency may show your brand’s softer side, proving that even great brands make mistakes. Follow up by demonstrating what you did to correct those situations, and the extra effort you took to repair any damages.
Zappos has also taken strides to prove their brand’s transparency. As an online shoe and clothing retailer, they recognize that shoppers cannot see what’s happening on the other side of the computer screen. For that reason, the brand places an emphasis on promoting their fun, dynamic workplace culture. They also work tirelessly to maintain customer service on social platforms and maintain their positive brand image.
The ways you promote transparency can differ depending on the services and products that you offer. But where do you begin?
Start by making sure there are no unanswered questions about your business by creating a checklist of any potential areas of concern. For example:
- Outsourcing? Your customers want to know.
- Partnerships? Your customers want to know.
- Charitable connections? You bet they want to know. (And you’d be smart to share.)
So hold back nothing that would help your customers feel informed about their purchase. Be honest, straightforward and true to your brand image. Follow through with your claims, and admit your flaws. To do this, it might help to put yourself in the customer’s shoes. Would you rather hear about an issue with one of your favorite brand’s products from a well-written product page, or from a handful of angry tweets? Would you trust the brand more if they told you up front, or if you watched them try to cover their tracks when it’s already too late?
Transparency has proven to be a huge benefit for numerous brands in a variety of industries. By applying transparent practices to your brand, you may be able to advance your brand and build deeper relationships with customers. What are some of your favorite brands that are transparent and open with their business practices? What are they and how are they excelling? Share with us some ways you’ve tackled this issue in the comment section below, and let us know what’s worked and what hasn’t.