{"id":34940,"date":"2022-05-13T11:16:45","date_gmt":"2022-05-13T09:16:45","guid":{"rendered":"https:\/\/whiplash.brandsmith.es\/?p=34940"},"modified":"2022-05-13T11:29:30","modified_gmt":"2022-05-13T09:29:30","slug":"transparency-a-new-pursuit-for-brands","status":"publish","type":"post","link":"https:\/\/whiplash.brandsmith.es\/en\/transparency-a-new-pursuit-for-brands\/","title":{"rendered":"Transparency. A new pursuit for brands"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\">Whiplash Team, 13<sup>th<\/sup> May 2022<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Transparency. A new pursuit for brands<\/h3>\n\n\n\n<h4 class=\"wp-block-heading\">Consumer trust is not achieved overnight. Even less so in a scenario of globalized digital communications where information about what we do or say is a click away. The demand for transparency from all sectors is gaining ground in society and brands are no exception.<\/h4>\n\n\n\n<p>Transparency is the new pursuit for brands. In addition to responsible consumption and business sustainability \u2013as concepts that encompass not only the environment but also the economic and social aspects\u2013, <a href=\"https:\/\/whiplash.brandsmith.es\/en\/sustainable-and-transparent-the-new-duty-for-brands-to-survive\/\">the transparency of brands<\/a> in their actions and communication has become one of the determining factors for users when it comes to selecting one brand over another.<\/p>\n\n\n\n<p>With increasing momentum, society adds transparency to its list of demands in all sectors, including business. But what does it mean for a brand to be transparent? Well, simply being as open and honest as possible about what&#8217;s going on behind the scenes.<\/p>\n\n\n\n<p>Various studies show that consumers are willing to pay more for brands they believe in and whose values \u200b\u200band purpose they agree with.<\/p>\n\n\n\n<p>The data, however, is not encouraging. <a href=\"https:\/\/www.havasgroup.com\/press_release\/havas-meaningful-brands-report-2021-finds-we-are-entering-the-age-of-cynicism\/\">Havas&#8217; Meaningful Brands Report 2021<\/a> (latest published), which includes surveys on 395,000 consumers worldwide, reveals that for them &#8220;less than half of brands are considered trustworthy (47%) and 75% could disappear and would be easily replaced\u201d.<\/p>\n\n\n\n<h5 class=\"wp-block-heading\">Transparency builds trust<\/h5>\n\n\n\n<p>Trust is the basis of the brand-user relationship. Transparency, for its part, is one of the elements that helps build that trust and demonstrates that the values \u200b\u200bthat a brand defends truly form part of its purpose.<\/p>\n\n\n\n<p>It has never been easy to gain consumer trust, but today much less so. Consumers monitor their brands and do not tolerate inconsistency in a hyperconnected world, where all the information is just a click away.<\/p>\n\n\n\n<p>These consumers turn their attention to those companies with a purpose, brand identity and a story that incorporate into their position in society.<\/p>\n\n\n\n<p>Thus, the corporations that succeed in this scenario of \u201cactivist consumption\u201d are those that embrace and include their <a href=\"https:\/\/brandsmith.es\/en\/about-us\/\">social purpose in their DNA<\/a>.<\/p>\n\n\n\n<p>But that is not enough. That purpose, that reason for the company&#8217;s existence, must be present in everything it does or says, and there is no room for inconsistencies.<\/p>\n\n\n\n<p>To generate a lasting feeling of trust in users that impacts the bottom line, it is essential for organizations to stay true to their purpose.<\/p>\n\n\n\n<p>In addition, they must generate a culture and identity based on the values \u200b\u200bthat they issue from their HQ, connecting them with everything and converting them into a collective goal.<\/p>\n\n\n\n<h5 class=\"wp-block-heading\">Some keys to be more transparent<\/h5>\n\n\n\n<p><strong>Be honest.<\/strong> The culture of the organization must be committed to transparency from the outset. It&#8217;s not about the message, it&#8217;s about the actions. How we do what we do. We must think carefully about the expectations we build around the brand and if we can meet them.<\/p>\n\n\n\n<p><strong>Be empathic<\/strong>. People must be at the centre of all brand strategies. On the other hand, brands that show their human face generate greater empathy with their users.<\/p>\n\n\n\n<p><strong>Be accessible.<\/strong> The information offered must be easily and quickly accessible on digital channels.<\/p>\n\n\n\n<p><strong>Be constant.<\/strong> The interaction between the brand and the user must be based on relationships rather than transactions. When a customer contacts a company, he expects a quick and honest response. Offering adequate and timely answers can help a user at a critical moment in the purchase cycle; it can ease frustration with a problem and avoid receiving a negative note or prevent leaving a negative review of our brand.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Whiplash Team, 13th May 2022 Transparency. A new pursuit for brands Consumer trust is not achieved overnight. Even less so in a scenario of globalized digital communications where information about what we do or say is a click away. The demand for transparency from all sectors is gaining ground in society and brands are no [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":34939,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[263,265,267],"tags":[546,523,525],"class_list":["post-34940","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding","category-business","category-purpose","tag-branding-en-en","tag-marcas-en-2","tag-proposito-en"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Transparency. 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