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How to build a brand in the age of transparency?
Noise & Transparency; the two main reasons why it is getting harder and harder to build a brand.
The world today is more transparent than ever before because of the rise of Social Media. So when you talk about your brand and your business’s value proposition, you have to be true to yourself, as you’re immediately vulnerable if you’re pretending to be something you’re not.
Research shows that only 10% of people will believe the content that makes up an online advertisement. Whilst just 32% of people will believe a corporate website.
"Study done by Forrester Research"
We’re also living in a world that’s swamped with noise. More data has been created in the past two years than previous in the entire history of the human race. Did you know that we perform over 40,000 Google searches every second, and Facebook users send over 500,000 messages every second. "Study done by Forbes big data"
With the ease of communication and fast spread of data, it’s important that our brands are built on clear, consistent, and credible foundations. How well is your business doing?
For years businesses have all been building brands by telling customers:
1. What they do and
2. How they do it
However, today's market is looking at WHY things are done (transparency).
McDonald's "Our Food, Your Questions".
has long struggled with misinformation and unflattering urban myths about its food and ingredients. The campaign offers customers a chance to publicly ask anything and gives McDonald’s an opportunity to dispel rumours, educate customers and stand behind its products.
Since its launch in late 2014, the ongoing campaign garnered over 42,000 questions—with more than 3.8 million visitors reading questions and answers on the campaign’s food quality FAQ website.
More than ever, people will connect emotionally with brands built on 'why', if your motivating belief inspires them. Consumers are looking for an authentic, personal connection with the companies that they purchase from or connect with. Aligning your culture and brand proposition – having the same set of values and beliefs inside and out – is what makes a brand authentic.
There is no real winning formula for building a brand in the age of transparency, however there are some steps to take to get yourself ahead of the crowd:
1. Cultivate your culture so your people want to give your clients a great experience of your brand.
2. Align what you stand for in the market with your internal values.
3. Tell authentic stories to build an emotional connection with your brand..
So when you're ready to share with your customer the 'why' of your business, we are ready to hear your story!
Isn't it about time we met? 02 6761 2222
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