Communicate Clearly and Authentically in The New Era of Brand Transparency

The tectonic plates of branding are shifting right before our very eyes. It is about time. As we enter this new era of an awoken national consciousness, consumers are placing less importance on what brands do, and placing more importance on what they stand for. What's in a brand's DNA? How is it actually making a real difference in the community I live in, and does it reflect its diversity?

Consumers are increasingly looking under a brand's digital hood in search of unvarnished content to validate its brand promise. Data points are fine, but where are the stories that bring the digits to life? According to a 2018 study, nearly two-thirds or 63% of consumers prefer to purchase products and services from companies that stand for a purpose that reflects their own values and beliefs. That percentage is bound to increase.

We are in the era of brand transparency. As brands navigate this new reality, they must communicate clearly, often, and authentically to shine and avoid pitfalls.

Make sure to first keep your primary stakeholders, those recipients most impacted by your organization, abreast of all happenings. Communicate often to keep your brand top of mind, and to help stakeholders readily access resources and insights from your subject matter experts. In today's digital world, having a blog is a must for mission-driven organizations. It is the hub where content lives and will help you attract visitors to your site. Pulsing relevant and helpful content, with rich keywords and phrases embedded, boosts SEO (search engine optimization) and Google page rankings. Learn more in The Art of Content.

In the age of WFH, and remote learning, consumers are spending much more time on their devices than in their cars. This means an opportunity for increased brand visibility and engagement via email, social media, SEM and other channels. Communicate key messages and news via email on a weekly basis if possible, and post on social media on a daily basis. However, aim to communicate more information that is helpful to your audience, and less information about how great your brand or product is.

Consumers also want to hear more from CEOs and other c-suite leaders on their specific agenda to move their organization towards the right side of history. Make sure to communicate with an authentic voice by conveying the real challenges and opportunities your organization faces during these unprecedented times. A great example of this effective approach is Jorge Perez, President & CEO of YMCA of Cincinnati's recent video. A raw un-edited Zoom message from a CEO holds more prominence than a glitzy, scripted video.

Be prepared to answer questions from stakeholders regarding diversity and inclusion. If your senior leadership isn't as diverse as it should be, be honest about the challenges and convey an action plan for long-term success. Humility will take your brand much farther than somehow spinning this current national narrative for quick branding capital, without a solid foundation to back it up. Your organization has done amazing things for amazing people and causes, which you should feel proud of. Through creativity, authenticity, and transparency, you will win the hearts and minds of your audiences for years to come.

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