Honest branding is essential when it comes to customer retention. Consumers want the truth and authenticity. Hey, you don’t have to spill your guts or do rants on social media to gain their attention. And please avoid virtue signalling.
But don’t be afraid to comment on things that matter, and don’t pretend to be the perfect, one-size-fits-all brand if you’re not.
Be real. You don’t need to jump on the bandwagon, but you should be relevant. No one wants a useless product or service, but it’s okay if not everyone gets it, as long as there are people who do. The people who like your brand will hopefully like it not only for what it does but also for who and what you stand for.
This is not an excuse to make political rants or have your social media managers have a mental breakdown in front of all your followers, unless it’s on brand?!
So let’s dive into how you can be an honest, reputable brand.
Be transparent about what you do and don’t do
With branding, there is the temptation to say that you do more than you do. But know that consumers aren’t stupid, they know when they are being deceived. There’s nothing more exasperating than being promised a ‘cure-all’ which just doesn’t work for you
It’s ok to have something that you are selling that is only for a select few. For example, you might be selling a leave-in conditioner for those with dry, low-porosity, curly hair. You don’t need to state that it is ‘suitable for all’ or change the ingredients to make it a product that somehow ‘works’ for all.
Don’t try to be too inclusive as it could backfire making you lose out on your most loyal customers.
Consumers would rather you be honest and say ‘this isn’t for you’ when it isn’t. It is your job to then say ‘however we do have this…’ Only if it’s true though, deceptive marketing doesn’t work.
Don’t overpromise
Equally important – don’t overpromise. You believe in your brand and what it can do for consumers, and you want to sell successfully but exaggerating will backfire.
It is better to use reviews and feedback to say ‘this is what our customers have said.’ Consumers want to hear less about what you think about the product/service because to them you will lie to build up your bank account and reputation.
So it’s important to listen.
For example, if you sell ice cream, you don’t have the best ice cream in Essex, unless you hear it from your customers then you advertise your business as ‘The best ice cream in Essex’ according to Margaret, Basildon. Try it for yourself.
And don’t be overly clever with beautiful words
Here’s what consumer wants to know:
- Your story
- Who you are
- What you sell/offer
- Prices
- Values
There’s no use using flowery language because most people won’t get it. You don’t sound smart, you sound like you don’t know your audience.
(Maybe you don’t know your audience well, so it’s time for you to get some expert help, because they want to be known, so know that you can google for digital marketing agencies near you like ‘digital marketing agency in London.’)
Again, they are not completely ignorant – they know that there’s a chance they could be disappointed so instead underpromise or be as simple as possible.
Like if you were selling hand cream here’s what needs to be said:
- Smells good
- Is eco friendly
- The amount
- Makes hands soft
- What other customers have said
Be honest, because if you overpromise you’re going to have to overdeliver
It’s always better to be happily surprised than disappointed or worse angry (wait for the caffeine-fueled keyboard warriors.)
Be consistent
Know what you stand for and try not to deviate from it. Sure, growth is necessary, especially with changing times but don’t change too much unless it’s for the better.
You can demonstrate your brand’s trustworthiness by staying true to its ethos and messaging. For example, if your brand is known to be quite unserious – take advantage of this on all your social media. Look at how Wendy’s, the restaurant chain, interacts with online users and their competition.
So if you have a lighthearted tone keep it the same on every platform.
Final thoughts
Being honest with your consumers starts with your brand, all you have to do is be clear and use the facts to your advantage.
Transparency can be advantageous as long as you know how to embrace positivity as well as ‘negativity.’ There’s nothing wrong with saying you don’t do it all but are working on doing more.
You’ll get there, as long as you are honest.
