Blog Post

Brand Transparency: Why Showing What Happens Behind-the-Scenes Attracts Customers

  • By Mark Baker
  • 25 Jun, 2015

Finding new approaches to branding might look like a daunting task if your aim is to be unique. With so many creative marketing ideas in the world, you can't always be original. But you can make improvements on what others have done before you by focusing on brand transparency. This year, branding that gives a more human face to companies is getting considerable focus.

It's not hard to see why businesses try to look more human during a time when customers want more personalization from companies than ever before. The media frequently notes this new "human era" for businesses, which includes speaking to customers in a simple and direct way and showing personality.

When developing your marketing strategy this year, keep this new way of businesses interacting with their customers in mind. Find creative ways to show your customers how human you are. One effective way to show your human side is by being transparent and showing what happens behind the scenes. By doing this, you'll show that you're just as human as everyone else, and you'll implement a branding concept that customers can relate to.

GOING BEHIND-THE-SCENES

How many marketing videos have you seen on other business sites in which you're shown behind-the-scenes footage of how things are run? It's a popular method of making things more personal for the viewer and proving that the company has nothing to hide.

For any type of business, transparency in branding is important now more than ever before, because of customer fears of dishonesty--especially about how products are made.

You should start your transparent branding exercise by showing an introductory video on your website that explains why you started your business in the first place. This creates a mission statement about why you exist, so the viewer understands the purpose behind why you sell the products you do.

When you relate a personal story in your own life about why you opened your business, you'll immediately connect with thousands of other people who have possibly gone through the same tribulations that you have. If you had determination in solving a common problem, you've already connected to many people without even talking to them directly.

SHOWING HOW YOUR PRODUCTS ARE MADE

Once you've established a personal connection with the viewer, demonstrate exactly how your products are made and who makes them. While all marketing videos are short nowadays, it helps to create a brief series of videos showing (in real-time) the entire product-creation process. By showing all the ingredients or materials you use, you assure viewers of your sense of quality or attention to going green.

In the latter case above, customers appreciate companies that are creating products using environmentally friendly techniques. The customers will never have to question production details again if you show them how you do it. By demonstrating who works in the creation process, you make your staff a part of the family, rather than invisible workers who are never getting credit.

By introducing those who make everything possible, you also prove that what you produce is local and not made by underpaid factory workers in another country.

SHOWING YOURSELF AS IMPERFECT

It may sound strange that making yourself look imperfect is a smart branding move. Yet far too many businesses and corporations act like they can do no wrong. All this does is create unrealistic expectations that only lead to possible apologies to your customers later if you can't live up to the image you've created.

In your branding, be a little humorous and show you can't possibly be perfect. Even marketing videos or commercials facetiously showing things going wrong proves you're run by human beings. Your viewers are going to appreciate this. As a result, your customers will connect with you while being shown that you produce quality products.

Mark Baker

Mark Baker is a natural artist. Since starting his first business hand painting graphics onto vehicles in high school, Mark gained experience in the entertainment, sports, and retail industries before founding this company in 1993. Honest and pragmatic, Mark knows that anything can be accomplished with a great communication plan and creative thinking. 

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