Transparency is one of those buzzword concepts in marketing and branding that every company claims to be embracing and prioritizing. But what exactly is brand transparency? How does it help you build a more personal connection with the customer? How can direct mail be used to communicate transparency?
Steve Jobs once said, “A brand is simply trust.” On the surface, that might seem like an oversimplification of what a brand is, but it does illustrate the importance of authenticity and trust to the success of a brand. And you can’t earn trust without transparency.
What Is Brand Transparency?
Brand transparency is the act of being honest, open, and fair, and doing so publicly. The idea is that a company should be able to operate in a way that stands up to public scrutiny.
Customers want to know where, how, and with what materials your products are made. They want to understand your values and hear your story. They expect you to admit your mistakes. They expect you to provide meaningful answers to their questions. They demand to know how you use their data.
This transparency helps customers determine if your brand is the right fit for them and worthy of their investment.
Why Is Brand Transparency Important?
Transparency makes your brand more trustworthy and authentic. It makes your brand more approachable and lets customers into your world so you can build deeper, more personal relationships. As you build trust and establish more personal connections with your customer, they’ll be more likely to engage your brand.
If you’re transparent about what you do, how you operate, and the results you’re capable of delivering, your marketing will generate more qualified business leads with fewer tire kickers. This translates to higher conversion rates.
Also, no business is perfect. If you fail to meet customer expectations, being transparent and authentic can earn you a second chance and increase client retention. Why? Because they trust you to make it right. No relationship is perfect, but transparency and authenticity build trust, and trust builds loyalty.
How Can Direct Mail Be Used to Show Brand Transparency?
Direct mail can empower customers and prospects with the information they need to make more informed purchase decisions. They can make their choices based on verifiable facts and authentic stories.
Direct mail puts this information in print and allows you to deliver it to each person’s home. You’re giving people something real and tangible that they can hold, read, absorb, and share with other members of the household. You’re literally putting your brand in the hands of your customers, which enables you to connect with customers on a personal level.
In addition to communicating the value of your product, or service, you can use direct mail to create touchpoints that communicate who you are as a brand and answer one or more of the questions that are important to your customers. For example:
- How are your products made? Are your employees treated fairly? What is the impact of your operations and/or manufacturing process on the environment?
- What organizations do you support and why? What are some real-world examples of the impact of these efforts?
- Why does your product or service cost what it does? What are some real-world examples of how your product or service has made someone’s life better?
- How can you validate the claims you make in your marketing?
Brand transparency not only answers important questions and provides clarity, but it also shows customers that you value their trust. It proves your brand’s authenticity. This results in better leads, more conversions, and stronger customer relationships.
Contact us to discuss how to use direct mail to communicate brand transparency to your customers.