Let’s be honest - Your brand benefits from the truth.
The business world has changed. After one of the more tumultuous years in recent history, rocked by the the pandemic and widespread social unrest, it is no surprise that the people have grown defensive and untrusting.
The response? Well, brand journalism has swept through content marketing like never before. A hybrid of traditional journalism, marketing and PR allows brands to diversify their messaging by creating advanced forms of content. Interviews, industry reports and media campaigns are just the beginning. All to gain the consumers trust.
So, how can brands use honesty to their advantage?
In the US, a Kearney Brand Trust Survey showed 76% of consumers trust a small business more than large one. In the US, 78% of customers consider brand transparency as crucial. In Australia this jumps to 94%. In the US, 70% devote extra time to research the organisations they purchase from. In Australia, 49% consider a brand’s stance on social, political and environmental issues before buying products or services. The picture is clear.
Small businesses have the upper hand because of their personal connection with customers that few big retail chains can achieve. But if big retailers train employees right and empower them to make decisions that help rather than hinder customers they can foster more trust.
Now when it comes to honesty, few companies willingly confess their problems, even when most customers notice them. Whether it’s a supply chain that’s less than green, or over-promising your product capabilities, hiding flaws leads to unrealistic expectations. When assumed standards aren’t met customers have poor experiences. They can become a source of frustration, which turns into anger. By managing customer expectations through a well thought out brand strategy and proactive communication, you can avoid a PR nightmare.
Negative information is going to get out anyway.
The easiest way for you to manage your customers’ expectations, minimise unrealistic frustrations, and show that you care is by being honest. Admitting when a weakness is uncovered rather than sweeping it under the rug – and you’ll create a level of trust. Maritz Research survey found that among consumers who were contacted by a company after complaining about them on Twitter, 83% liked that the brand responded. 85% were satisfied with the response.
Consumers expect companies to broadcast their business.
Increasingly, consumers are communicating with each other via online channels where information is raw and uncensored and travels extremely fast. Consumers are expecting companies to do this as well. Companies taking a few days to issue a well-crafted press release is no longer acceptable. Consumers want to know what companies are doing via constant, open and authentic dialogue.
Flaws are what make us beautiful.
By nature, we're skeptical of the perfect. Consumers can’t connect because it’s not relatable. Consumers know that no one product can satisfy everyone. Mistakes happen. Consumers are able to judge whether a company has sufficiently rectified an issue. If a company does this successfully, their consumers can trust in knowing that if there's a problem, it will be solved.
This free brand messaging framework template is here to support and provide you with the foundation for building marketing messages. You can add to and customise to fit your organisation’s needs.
