[{"data":1,"prerenderedAt":75},["ShallowReactive",2],{"i-material-symbols:language":3,"i-material-symbols:person":8,"i-mdi:instagram":10,"i-mdi:youtube":12,"i-ri:linkedin-fill":14,"i-ri:twitter-x-line":16,"i-ri:facebook-fill":18,"post-brand-transparency":20,"i-material-symbols:person-outline":69,"i-material-symbols:calendar-month":71,"i-mdi:schedule":73},{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":7},0,24,false,"\u003Cpath fill=\"currentColor\" d=\"M8.125 21.213q-1.825-.788-3.187-2.15t-2.15-3.188T2 11.988t.788-3.875t2.15-3.175t3.187-2.15T12.013 2t3.875.788t3.175 2.15t2.15 3.175t.787 3.875t-.787 3.887t-2.15 3.188t-3.175 2.15t-3.875.787t-3.888-.787M12 19.95q.65-.9 1.125-1.875T13.9 16h-3.8q.3 1.1.775 2.075T12 19.95m-2.6-.4q-.45-.825-.787-1.713T8.05 16H5.1q.725 1.25 1.813 2.175T9.4 19.55m5.2 0q1.4-.45 2.488-1.375T18.9 16h-2.95q-.225.95-.562 1.838T14.6 19.55M4.25 14h3.4q-.075-.5-.112-.987T7.5 12t.038-1.012T7.65 10h-3.4q-.125.5-.187.988T4 12t.063 1.013t.187.987m5.4 0h4.7q.075-.5.113-.987T14.5 12t-.038-1.012T14.35 10h-4.7q-.075.5-.112.988T9.5 12t.038 1.013t.112.987m6.7 0h3.4q.125-.5.188-.987T20 12t-.062-1.012T19.75 10h-3.4q.075.5.113.988T16.5 12t-.038 1.013t-.112.987m-.4-6h2.95q-.725-1.25-1.812-2.175T14.6 4.45q.45.825.788 1.713T15.95 8M10.1 8h3.8q-.3-1.1-.775-2.075T12 4.05q-.65.9-1.125 1.875T10.1 8m-5 0h2.95q.225-.95.563-1.838T9.4 4.45Q8 4.9 6.912 5.825T5.1 8\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":9},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":11},"\u003Cpath fill=\"currentColor\" d=\"M7.8 2h8.4C19.4 2 22 4.6 22 7.8v8.4a5.8 5.8 0 0 1-5.8 5.8H7.8C4.6 22 2 19.4 2 16.2V7.8A5.8 5.8 0 0 1 7.8 2m-.2 2A3.6 3.6 0 0 0 4 7.6v8.8C4 18.39 5.61 20 7.6 20h8.8a3.6 3.6 0 0 0 3.6-3.6V7.6C20 5.61 18.39 4 16.4 4zm9.65 1.5a1.25 1.25 0 0 1 1.25 1.25A1.25 1.25 0 0 1 17.25 8A1.25 1.25 0 0 1 16 6.75a1.25 1.25 0 0 1 1.25-1.25M12 7a5 5 0 0 1 5 5a5 5 0 0 1-5 5a5 5 0 0 1-5-5a5 5 0 0 1 5-5m0 2a3 3 0 0 0-3 3a3 3 0 0 0 3 3a3 3 0 0 0 3-3a3 3 0 0 0-3-3\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":13},"\u003Cpath fill=\"currentColor\" d=\"m10 15l5.19-3L10 9zm11.56-7.83c.13.47.22 1.1.28 1.9c.07.8.1 1.49.1 2.09L22 12c0 2.19-.16 3.8-.44 4.83c-.25.9-.83 1.48-1.73 1.73c-.47.13-1.33.22-2.65.28c-1.3.07-2.49.1-3.59.1L12 19c-4.19 0-6.8-.16-7.83-.44c-.9-.25-1.48-.83-1.73-1.73c-.13-.47-.22-1.1-.28-1.9c-.07-.8-.1-1.49-.1-2.09L2 12c0-2.19.16-3.8.44-4.83c.25-.9.83-1.48 1.73-1.73c.47-.13 1.33-.22 2.65-.28c1.3-.07 2.49-.1 3.59-.1L12 5c4.19 0 6.8.16 7.83.44c.9.25 1.48.83 1.73 1.73\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":15},"\u003Cpath fill=\"currentColor\" d=\"M6.94 5a2 2 0 1 1-4-.002a2 2 0 0 1 4 .002M7 8.48H3V21h4zm6.32 0H9.34V21h3.94v-6.57c0-3.66 4.77-4 4.77 0V21H22v-7.93c0-6.17-7.06-5.94-8.72-2.91z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":17},"\u003Cpath fill=\"currentColor\" d=\"M10.488 14.651L15.25 21h7l-7.858-10.478L20.93 3h-2.65l-5.117 5.886L8.75 3h-7l7.51 10.015L2.32 21h2.65zM16.25 19L5.75 5h2l10.5 14z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":19},"\u003Cpath fill=\"currentColor\" d=\"M14 13.5h2.5l1-4H14v-2c0-1.03 0-2 2-2h1.5V2.14c-.326-.043-1.557-.14-2.857-.14C11.928 2 10 3.657 10 6.7v2.8H7v4h3V22h4z\"\u002F>",{"postType":21,"id":22,"author":23,"date":26,"modified":27,"title":28,"slug":29,"seoTitle":30,"seoDescription":31,"excerpt":32,"trimmedExcerpt":33,"content":34,"readingTime":35,"featuredImage":36,"postCategory":42,"relatedPosts":47},"post",27165,{"id":24,"name":25},"author-0301142015","Canto","2020-07-29T08:59:06","2026-06-17T16:07:54","Brand transparency: What it is and why it matters for your business","brand-transparency","Brand transparency – turning clarity into customers","How can a few simple adjustments account for so many successes? That’s the power of brand transparency. Ready to embrace honesty? Learn more here.","What is brand transparency? Brand transparency is the ongoing practice of being open and honest with your audience about your company’s values, operations, products, pricing, and decisions. It goes beyond avoiding dishonesty — it requires active, consistent communication that lets customers understand who you are and how you operate. Organizations that prioritize brand transparency typically […]","What is brand transparency? Brand transparency is the ongoing practice of being open and honest with your audience about your...","\u003Ch2 class=\"wp-block-heading\" id=\"toc-1--what-is-brand-transparency\">What is brand transparency?\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Brand transparency is the ongoing practice of being open and honest with your audience about your company’s values, operations, products, pricing, and decisions. It goes beyond avoiding dishonesty — it requires active, consistent communication that lets customers understand who you are and how you operate. Organizations that prioritize brand transparency typically see stronger customer trust, higher loyalty, and greater long-term brand equity.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Ca href=\"\u002Fglossary\u002Fbrand-management\u002F\">Brand management\u003C\u002Fa> is the continuous practice of shaping how audiences perceive, experience, and trust your brand, including the management of logos, imagery, colors, voice, messaging, and differentiation.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Keep in mind that brand \u003Cem>transparency\u003C\u002Fem> isn’t always the opposite of brand \u003Cem>dishonesty\u003C\u002Fem>. It’s much more complex than that.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Here are some ways to be transparent:\u003C\u002Fp>\u003Cul class=\"wp-block-list\">\u003Cli>Communicate with customers\u003C\u002Fli>\u003Cli>Be available\u003C\u002Fli>\u003Cli>Be honest\u003C\u002Fli>\u003Cli>Don’t hide from mistakes\u003C\u002Fli>\u003Cli>Avoid half-truths and sneaky practices\u003C\u002Fli>\u003C\u002Ful>\u003Cp class=\"wp-block-paragraph\">As you can see, the factors that make up a transparent brand are pretty wide-ranging. They involve creating clarity concerning certain values and ideals. They also include pulling back the curtain on products and services, when possible.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">There are a lot of things you can be transparent about, as well:\u003C\u002Fp>\u003Cul class=\"wp-block-list\">\u003Cli>Pricing\u003C\u002Fli>\u003Cli>Products\u002Fmaterials\u002Fingredients\u003C\u002Fli>\u003Cli>Past mistakes\u003C\u002Fli>\u003Cli>Values\u002Fideals\u003C\u002Fli>\u003C\u002Ful>\u003Cp class=\"wp-block-paragraph\">Brand transparency will mean different things to different brands, but the main principles should remain consistent – \u003Cstrong>be open and available to target audiences\u003C\u002Fstrong>.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">In this article, I’ll shape your approach to transparency with proven strategies designed to go above and beyond. Let’s get started.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-2--why-transparency-is-needed-especially-today\">Why transparency is needed, especially today\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Let me start off by saying this: \u003Cstrong>In today’s climate, all brands are transparent, whether they want to be or not\u003C\u002Fstrong>.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">However, some brands are still trying to hide or cover things up, while others are working towards showing themselves even more.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"597\" height=\"548\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191119\u002Fbrand-transparency-37.png\" alt=\"A child hiding behind a pole.\" class=\"wp-image-47118\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191119\u002Fbrand-transparency-37.png 597w, \u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191119\u002Fbrand-transparency-37-450x413.png 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">So when I use ‘transparency’ throughout this article, it means an attempt to be \u003Cem>honest\u003C\u002Fem> or \u003Cem>genuine\u003C\u002Fem>.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">You’re probably wondering if the only reason to be honest is because it’s too hard to cover negative press up these days. The answer is no, being an honest brand is:\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">1. The smart and right thing to do anyway\u003Cbr \u002F>2. Pretty much forced with the amount of information available in modern times\u003Cbr \u002F>3. An expectation of your target market, and this expectation seems to grow stronger each year\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">It starts to become clear, as you examine the current landscape for major brands, that it’s necessary to be open and forthright. Here’s an example to demonstrate further.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">An example case for transparency\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Imagine there are three major fast food brands serving the global market in the 1980s.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Things are going well for them all, until the 90s, where customer trends change. In the 90s, customers began to want detailed information about the nutrition data for their fast food.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Two of the three brands capitulate, deciding that it was a good idea to give the customers what they wanted. As a result, customers began to choose these two brands and stopped buying from the third brand.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Nothing had changed, yet the third brand somehow looked bad, simply for not recognizing the importance of transparency.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Now, this isn’t to say that if your competition does something, you must follow suit. However, when it comes to sincerity, you do have to keep up with (and hopefully surpass) the competition.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Learn more in our comprehensive \u003Ca href=\"\u002Fblog\u002Fbranding-guide\u002F\">branding guide\u003C\u002Fa>.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Before we go over the benefits (and there are plenty), let’s look at the negative effects of dishonesty (there are plenty more).\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-3--failing-to-be-transparent-the-resulting-consequences\">Failing to be transparent – the resulting consequences\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">“\u003Cem>Take the long way. Do the hard work, consistently and with generosity and transparency. And then you won’t waste time doing it over.\u003C\u002Fem>” – Seth Godin\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Just as there is a problem with lying, there is similarly a problem with being too tight-lipped. You don’t have to be dishonest to be perceived as perceptive. All it takes, in fact, is to not be open enough with audiences.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">With that in mind, here are some potential negative effects you can’t ignore:\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Loss of control\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Being truthful and putting our values and experiences out there for all to see allows us to control and dictate the narrative. Not doing so often results in a loss of control.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"367\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191120\u002Fbrand-transparency-34.jpg\" alt=\"A person losing control of a kite.\" class=\"wp-image-47109\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191120\u002Fbrand-transparency-34.jpg 600w, \u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191120\u002Fbrand-transparency-34-450x275.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">When we don’t present ourselves with sincerity and reveal important information, chances are customers will seek alternative sources for it. This could be concerning our products, services or even some event.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Opening up gives us a chance to set the record straight or give helpful facts and details. Failing to do so leads customers to speculate or find potentially faulty information.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Ultimately, it doesn’t matter what the real facts are if our customers never get to hear them.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Loss of customers\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">As i pointed out in the fast food example above, a lack of openness typically leads to a lack of customers.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">It stands to reason that, if a majority of direct competitors are open and honest, your target market will expect the same. If they don’t receive it, they’ll leave.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">This can be the result of many different factors, but the common denominator is a lack of clarity. If the competition is available on social media, you should be too. If they respond to negative questions or comments, you do the same. The customers will notice.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The last thing you want is for a valued customer to feel shut out. Keep this in mind as you learn more about the important strategies to stay open and honest at all times.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Getting exposed is worse than self-uncovering\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">If it’s not obvious to everyone by now, it is pretty easy to find just about anything with a computer and internet connection.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">When you take into consideration the massive mounds of data compiled and stored, and how quickly it can be searched through, the average person might as well be considered a supersleuth.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Attempting to hide details from the public, in today’s landscape, is almost comical.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"367\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191120\u002Fbrand-transparency-36.jpg\" alt=\"A sheet of paper peeling back a layer.\" class=\"wp-image-47115\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191120\u002Fbrand-transparency-36.jpg 600w, \u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191120\u002Fbrand-transparency-36-450x275.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Whatever it is you’re uncertain about uncovering, chances are it will happen anyway and with potential consequences.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">As long as you stick to ideals and values, the results will be acceptable. Even if some customers don’t agree, others will. Might as well be open to avoid alienating the customers who would have stuck around regardless.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">It’s tough to examine the negatives, but it’s a necessary evil, especially when it comes to this topic. Luckily, you’re now armed with the knowledge of pitfalls to avoid. Even better, we’re going to jump into the benefits.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-4--brand-transparency-benefits\">Brand transparency benefits\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Fortunately, the rewards of honesty and authenticity are well worth the efforts you’ll put into creating them. Here are some that cannot be ignored.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Increased customer loyalty\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Approximately 65% of customers will stay loyal to a brand they believe to be genuine. This is a staggering number, especially considering there will be other reasons customers will stick with you, making the percentage much higher.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Add this to the fact that 75% of these same customers will spend more money for products and services from a transparent brand, and the benefits become undeniable.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"708\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191122\u002Fbrand-transparency-30.jpg\" alt=\"A graph breaking down brand transparency.\" class=\"wp-image-47099\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191122\u002Fbrand-transparency-30.jpg 1200w, \u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191122\u002Fbrand-transparency-30-450x266.jpg 450w, \u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191122\u002Fbrand-transparency-30-1024x604.jpg 1024w, \u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191122\u002Fbrand-transparency-30-768x453.jpg 768w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Customer loyalty is something brands strive to obtain, so by the same token, their efforts should include a sound strategy to build and maintain honesty and authenticity.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">When customers feel they dealt with a sincere, authentic brand, they want to experience that again. Each new experience with the honest brand strengthens the bond, building customer loyalty.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Internal inspiration and energization\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Committing to bettering your truthfulness has deeper implications than making your customers happy.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">A sincere brand is something that creates enthusiastic employees as well. Also consider how hiring processes are positively affected. It stands to reason that your honesty will draw in superior candidates, giving you the pick of the litter.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">This is the kind of inspiration that boosts creativity and positivity among internals, which in turn spreads to potential customers.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Builds brand advocacy\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">A \u003Ca href=\"\u002Fblog\u002Fbrand-advocate\u002F\">brand advocate\u003C\u002Fa> has exponential value, especially in today’s well-connected world of digital options. On top of this, an advocate champions your causes for free, and their opinion is well-respected because of it.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">It doesn’t take long to notice the difference strong advocacy makes. It’s estimated that 40% of purchases are inspired by some type of recommendation.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Authenticity ignites customers to become advocates, sending sparks of sales, increased revenues and the chance to lure more customers.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Lastly, advocates ensure that your honesty spreads through word-of-mouth, basically acting as an advertisement for your authenticity.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The benefits of keeping things open and honest are immense, so you’ll want to do everything possible to earn them. Without a clear strategy, chances are there will be many errors along the way.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Fortunately, I’ve come up with dynamic methods you’ll be able to immediately add to your repertoire.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-5--a-system-of-strategies-to-help-you-succeed\">A system of strategies to help you succeed\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">We can’t escape from the fundamentals, and I certainly won’t steer clear of them here. However, it’s clear that, especially in today’s competitive landscape, our branding strategies need a mixture of basic, creative and contrarian aspects in order to allow us to stand out among the competition.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">That’s what I’m going to provide here, the unorthodox strategies needed to get a leg up on other brands, and possibly get you thinking differently about transparency.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Do not pretend, even slightly, that you are perfect\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">“\u003Cem>Perfection does not exist — you can always do better and you can always grow.\u003C\u002Fem>” – Les Brown\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Your brand isn’t perfect. The good thing is, no brand is. Even better is the fact that everyone already knows this. There are a lot of negative aspects that come with attempting to be perfect or feigning perfection.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"367\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191120\u002Fbrand-transparency-35.jpg\" alt=\"A neon 'perfect' sign.\" class=\"wp-image-47112\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191120\u002Fbrand-transparency-35.jpg 600w, \u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191120\u002Fbrand-transparency-35-450x275.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">We’re going to avoid these negatives by doing something a lot of brands fail to even consider most of the time: \u003Cstrong>letting down our guard\u003C\u002Fstrong>.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Revealing vulnerabilities to our target audience is an offbeat way to handle branding throughout all different types of problems, conversations and tasks.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Embracing your flaws opens up lines of communication with customers, helping them let their guard down with us in return. There’s a certain humanity behind the idea of imperfections.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Not only that, but it also creates more future possibilities to connect with target markets, since they’ll naturally be more trustworthy.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Remember that I’m not suggesting you spend hours each day confessing about each error made or degrading your brand. However, you absolutely should take a few jabs at yourself every once in a while.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Brand persona – striking the right behavioral balance\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">In the movie ‘2001: A Space Odyssey’, the notorious robot ‘HAL’ becomes the antagonist of the film when it’s determined it has bad intentions.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">One key moment of the film comes when the pilots of the spaceship where HAL is a passenger realize they shouldn’t trust the machine. They speak somewhere that HAL cannot hear them, only to be found out through lip-reading.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"367\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191121\u002Fbrand-transparency-33.jpg\" alt=\"The HAL robot from '2001: a Space Odyssey'.\" class=\"wp-image-47107\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191121\u002Fbrand-transparency-33.jpg 600w, \u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191121\u002Fbrand-transparency-33-450x275.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">As demonstrated by the ‘2001’ pilots, (and most likely, almost everyone who ever watched the film) there’s just something about nonhumans that is impossible for us to trust. That’s not to say we always trust other human beings, but certainly we try to, and specific characteristics bolster that trust.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">A brand is not a human. However, the right \u003Ca href=\"\u002Fblog\u002Fbrand-persona\u002F\">brand persona\u003C\u002Fa> can build trust with a target market. There’s technically no wrong way to build a persona, though it should relate to your audience as best as possible.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Imagine, for a moment, that your customers were asked some questions about your brand. If they were asked about your sense of humor, what would their answer be? How serious are you? Laid back? Friendly? Believe it or not, you’d likely get some pretty detailed answers.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Consider what types of answers your brand would get, then build a persona the way you would want the customers to answer.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">In order to win their trust, you have to be much more than a robot on a spaceship.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Enhance your feedback\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">First and most importantly, it’s impossible to accept any suggestions or make new changes without a legitimate structure for receiving extensive feedback to begin with.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">This has to be our starting point in order to tackle feedback. There should be numerous opportunities for our target audience to deliver their feedback to us. This will vary for different brands, so think of the most convenient methods you can offer personally.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"367\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191121\u002Fbrand-transparency-32.jpg\" alt=\"A cue card that reads 'what do you think?'\" class=\"wp-image-47105\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191121\u002Fbrand-transparency-32.jpg 600w, \u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191121\u002Fbrand-transparency-32-450x275.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Next, show that you’re open to getting feedback. Customers will be reluctant to share negative thoughts, stories or experiences about your brand if they see a public denouncement of feedback, no matter how justified you felt it was.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">That’s not to say you can’t respond to negative feedback, but do so in a way that is professional and shows you’ve acknowledged all of the problems the customer had.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Finally, the only way a feedback system will show your brand to be transparent is if it’s clear you absorb the suggestions when receiving them. It’s pretty obvious to a reviewer when their feedback was truly valued and absorbed or not.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Even if they’re certain nothing will change as a result, they want to know there was thoughtful consideration on the other end. An automated cookie-cutter response will not accomplish this. Go above and beyond what other brands will do to show you value feedback, and audiences will respond favorably.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Increase your overall communication\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">We hear all the time about how people say they want transparent, genuine brands, but what does that mean? Are they referring to honesty? Clarity of products and services?\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">All too often, what gets lost in this vague phrasing is the extensive communication required to be an authentic, sincere brand.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Though it is expected of brands to communicate with customers, this is also a vague expectation. In order to truly be genuine in your correspondence, consider the following principles: where at, how often and how well.\u003C\u002Fp>\u003Ch4 class=\"wp-block-heading\">Where at?\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">First, let’s explore the ‘where at’ part of the communication equation. Do customers feel they’re able to reach your brand in different locations and on different mediums? If they compared you to competitors, would you be more accessible?\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Re-evaluate the accessibility and connectedness of your brand and try to structure it in a way that widens communication.\u003C\u002Fp>\u003Ch4 class=\"wp-block-heading\">How often?\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">Next, the ‘how often’ aspect is concerned with the volume, both the in-conversation volume and the amount of conversations. This doesn’t have to be a direct one-on-one chat, either. There are many different ways to increase this volume.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Consider the reactions users had to transparency on social media (chart courtesy \u003Ca href=\"https:\u002F\u002Fsproutsocial.com\u002Finsights\u002Fdata\u002Fsocial-media-transparency\u002F\" target=\"_blank\" rel=\"noopener\">sproutsocial\u003C\u002Fa>):\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"760\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191121\u002Fbrand-transparency-31.jpg\" alt=\"A graph of consumer reactions.\" class=\"wp-image-47102\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191121\u002Fbrand-transparency-31.jpg 1200w, \u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191121\u002Fbrand-transparency-31-450x285.jpg 450w, \u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191121\u002Fbrand-transparency-31-1024x649.jpg 1024w, \u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191121\u002Fbrand-transparency-31-768x486.jpg 768w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Emails, newsletters and random updates on social media count towards this volume, too. Don’t overdo it, but make sure you’re giving audiences enough of what they want when it comes to communication.\u003C\u002Fp>\u003Ch4 class=\"wp-block-heading\">How well?\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">Last but not least, the ‘how well’ portion is a measurement of the quality of communication your brand has with customers.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Similar to the above, this also doesn’t need to be a one-on-one conversation in order to count. It suggests that there are a multitude of ways a brand can have thoughtful communication with customers that extends further than basic greetings and pre-determined messages.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">When done correctly, even non-human contact can be satisfying to customers.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Final point to consider\u003C\u002Fstrong>: Communicating well involves understanding of the dynamics involved from medium to medium. A conversation between brand and customer on a company website will almost certainly require a different tone than a conversation on social media.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">These strategies will provide you more than enough resources to get started. Now that you have them, seeing some examples of other companies who got transparency right is key.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-6--examples-of-brands-who-do-it-right\">Examples of brands who do it right\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">The following brands understand exactly what’s needed to propel their authenticity and honesty. Use them as a way to carve your own path.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Buffer\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Buffer is first up on the list as their brand has been making waves in a lot of different circles as going above and beyond the typical requirements for transparency.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"367\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191124\u002Fbrand-transparency-26.jpg\" alt=\"The Buffer website.\" class=\"wp-image-47090\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191124\u002Fbrand-transparency-26.jpg 600w, \u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191124\u002Fbrand-transparency-26-450x275.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">A simple visit to their website will confirm this fact, as the ‘About’ section lists transparency first under their values.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Where they really shine, however, is their business model of keeping everything open source and all their projects available for everyone to see. Most notably, especially to the general public, is that \u003Ca href=\"https:\u002F\u002Fwww.businessinsider.com\u002Feveryone-at-buffer-can-see-each-others-salaries-2016-1\" target=\"_blank\" rel=\"noopener\">all salaries are publicly available\u003C\u002Fa>. They’ve taken transparency to another level.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">McDonald’s\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">McDonald’s gets brought up a lot when speaking about transparency. With their immense success came scrutinization that often went unchecked.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"884\" height=\"498\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191123\u002Fbrand-transparency-28.png\" alt=\"A McDonald's restaurant.\" class=\"wp-image-47094\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191123\u002Fbrand-transparency-28.png 884w, \u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191123\u002Fbrand-transparency-28-450x254.png 450w, \u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191123\u002Fbrand-transparency-28-768x433.png 768w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">To improve upon this and show themselves as an honest brand, McDonald’s has launched many different initiatives to put everything out in the open.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The most notable campaign offered a chance for people to ask any questions they had about the product the restaurant was selling. \u003Ca href=\"https:\u002F\u002Fwww.ispot.tv\u002Fblog\u002Fmcdonalds-transparency-campaign-is-more-effective\u002F\" target=\"_blank\" rel=\"noopener\">Many flocked to the website\u003C\u002Fa> to give it a shot, receiving all sorts of legitimate answers to unique questions.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Many feel this campaign was a gold standard for building transparency, at least in the fast food industry.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">PayPal\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">PayPal’s overwhelming popularity has made them a target for all types of scamming attempts. Fortunately, PayPal used their different communicative avenues to let audiences know \u003Ca href=\"https:\u002F\u002Fwww.thestreet.com\u002Fpersonal-finance\u002Fis-paypal-safe-14646847\" target=\"_blank\" rel=\"noopener\">what they would do to combat this\u003C\u002Fa> and exactly the effect it would have.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"367\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191122\u002Fbrand-transparency-29.jpg\" alt=\"A PayPal representation illustration.\" class=\"wp-image-47096\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191122\u002Fbrand-transparency-29.jpg 600w, \u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191122\u002Fbrand-transparency-29-450x275.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">On top of this, the online payments company offers support and wide-reaching communication beyond their website. They have active social media accounts that serve as another form of help and security for customers.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Ultimately, PayPal is aware that when so many transactions are completed between different parties, the potential for fraud, scams and disagreements increases. However, due to their willingness to be open and honest, they’ve been able to keep this under control and give customers the service they need to be satisfied.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-7--your-trek-to-truth\">Your trek to truth\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">You won’t get far without complex, unique strategies and structured implementation of brand transparency. However, the challenge doesn’t end there. This process should become a lifestyle of your brand.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Finally, remember that this is not always going to be easy. Commit to the uncomfortable – it could make all the difference.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Ca href=\"\u002Febooks\u002Fessential-guide-brand-management\u002F?utm_source=page_blog&utm_medium=content_cta&utm_campaign=canto_content_fy25&utm_content=page_brand_transparency\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"850\" height=\"250\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post.png\" alt=\"CTA image promoting a free guide titled "The Essential Guide to Brand Management," featuring a stylish woman in a cream sweater, color swatches, and UI elements that reflect digital brand management tools.\" class=\"wp-image-70168\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post.png 850w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post-450x132.png 450w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post-768x226.png 768w\" \u002F>\u003C\u002Fa>\u003C\u002Ffigure>",15,{"url":37,"url_md":38,"alt":39,"height":40,"width":41},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191124\u002Fbrand-transparency-25.png","https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191124\u002Fbrand-transparency-25-450x282.png","A microscope set examining brands..",502,800,[43],{"id":44,"slug":44,"title":45,"path":46},"branding","Branding","\u002Fpost-category\u002Fbranding\u002F",[48,55,62],{"featuredImage":49,"postId":50,"slug":51,"title":52,"description":53,"path":54},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F12\u002F19192946\u002Fbrand-value-proposition-450x300.jpg",38608,"brand-value-proposition","Brand value proposition: How to define, build, and communicate your competitive edge","A brand value proposition gives customers a reason to pick you over the competition. Does yours give reason enough? Let’s make sure.","\u002Fblog\u002Fbrand-value-proposition\u002F",{"featuredImage":56,"postId":57,"slug":58,"title":59,"description":60,"path":61},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2022\u002F06\u002F19184639\u002FRebrand-Feature-b-450x263.jpg",61088,"the-great-rebrand-five-factors-to-consider-when-changing-a-brand-name-or-logo","The great rebrand: Five factors to consider when changing a brand name or logo","The history of marketing is full of examples of these alternate universe examples of what organizations have tried and abandoned, as well as brands and logos that have endured.","\u002Fblog\u002Fthe-great-rebrand-five-factors-to-consider-when-changing-a-brand-name-or-logo\u002F",{"featuredImage":63,"postId":64,"slug":65,"title":66,"description":67,"path":68},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F11\u002F19190432\u002FBrand-manager-skills-9-450x263.jpg",9417,"brand-manager-skills","Brand manager skills: 5 areas of expertise you can’t overlook","Identifying important brand manager skills is the first step toward successful brand management. Here are five unique abilities you can’t ignore.","\u002Fblog\u002Fbrand-manager-skills\u002F",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":70},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20zm2-2h12v-.8q0-.275-.137-.5t-.363-.35q-1.35-.675-2.725-1.012T12 15t-2.775.338T6.5 16.35q-.225.125-.363.35T6 17.2zm7.413-8.587Q14 8.825 14 8t-.587-1.412T12 6t-1.412.588T10 8t.588 1.413T12 10t1.413-.587M12 18\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":72},"\u003Cpath fill=\"currentColor\" d=\"M12 14q-.425 0-.712-.288T11 13t.288-.712T12 12t.713.288T13 13t-.288.713T12 14m-4.712-.288Q7 13.426 7 13t.288-.712T8 12t.713.288T9 13t-.288.713T8 14t-.712-.288M16 14q-.425 0-.712-.288T15 13t.288-.712T16 12t.713.288T17 13t-.288.713T16 14m-4 4q-.425 0-.712-.288T11 17t.288-.712T12 16t.713.288T13 17t-.288.713T12 18m-4.712-.288Q7 17.426 7 17t.288-.712T8 16t.713.288T9 17t-.288.713T8 18t-.712-.288M16 18q-.425 0-.712-.288T15 17t.288-.712T16 16t.713.288T17 17t-.288.713T16 18M5 22q-.825 0-1.412-.587T3 20V6q0-.825.588-1.412T5 4h1V2h2v2h8V2h2v2h1q.825 0 1.413.588T21 6v14q0 .825-.587 1.413T19 22zm0-2h14V10H5z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":74},"\u003Cpath fill=\"currentColor\" d=\"M12 20a8 8 0 0 0 8-8a8 8 0 0 0-8-8a8 8 0 0 0-8 8a8 8 0 0 0 8 8m0-18a10 10 0 0 1 10 10a10 10 0 0 1-10 10C6.47 22 2 17.5 2 12A10 10 0 0 1 12 2m.5 5v5.25l4.5 2.67l-.75 1.23L11 13V7z\"\u002F>",1789448501322]