Let’s reflect on personal communication. The conversations you have with an acquaintance, what are they about? Small talk about the weather, sports, possibly a restaurant that you’ve visited recently. What about a conversation with a close friend? Likely some of the aforementioned topics come up, but it’s more than likely that more personal affairs are broached. How do you feel? Do you feel as open with or valued by the person in front of you when it’s someone that doesn’t share more than a surface level connection?
When your brand is not transparent in its communication, your audience feels more like a colleague kept at arm's length than a childhood friend. A topic that’s been floating in marketing circles for some time, transparency may not be as widely practiced as it should be. When a brand is not so candid, audiences can note the difference. Being open with your brand’s content can prove rewarding - just ask the 56% of consumers that claim they would remain loyal to a brand for life if it was completely transparent.
One of the key reasons being honest with your branding and content production is creating trust. Trust is not easily earned but can be lost with the snap of a finger. With Facebook as a case study, a lack of trust about how the company handled private data made years of goodwill vanish in a matter of hours as stocks plummeted.
Peering over at the opposite side of the spectrum, brands such as Everlane have found success. Showcasing the uniqueness of a clothing brand focused on “modern basics” can be especially challenging when competing with physical retail locations as well as an online space. While many similar products are found on the racks of fast-fashion staple companies, Everlane’s commitment to transparency is not. From information about the factories they work with to a breakdown of the cost of each item on offer, a high level of transparency is found at every level of Everlane’s communication with the consumer.
The consumer pain point of price dissipates with the rise in transparency. In regards to food products, a 2018 study from Label Insight and the Food Marketing Institute found that 61% of American households are willing to pay more for products with in-depth product information. These insights can be applied to brands across multiple industries and serve as a reminder to maintain transparency.
Honesty need not be so honest. It’s always helpful to remember there is a difference between transparency and airing out dirty laundry. Be wary of sharing your brand’s special sauce when being open with your marketing. Loose lips sink ships; it’s highly likely that your competitors are monitoring what you are doing. The appropriate level of transparency varies from brand to brand and can take the form of allowing consumers to take a peek behind the veil or showing that a brand isn’t perfect. The key is striking the balance between an open approach and oversharing.
Marketing transparency takes investment. Results are more than likely not going to be immediate. However, the long term value of committing to being transparent externally will seep through to the audience you are hoping to reach and can create a bond that endures for years to come.
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We may use the information we collect from you when you register, make a purchase, sign up for our newsletter, respond to a survey or marketing communication, surf the website, or use certain other site features in the following ways:
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How do we protect visitor information?
We do not use vulnerability scanning and/or scanning to PCI standards.
We use regular Malware Scanning.
Your personal information is contained behind secured networks and is only accessible by a limited number of persons who have special access rights to such systems, and are required to keep the information confidential. In addition, all sensitive/credit information you supply is encrypted via Secure Socket Layer (SSL) technology.
We implement a variety of security measures when a user enters, submits, or accesses their information to maintain the safety of your personal information.
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What happens if there’s a data breach?
We will inform all of our users within the first 72 hours.
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We do not sell, trade, or otherwise transfer to outside parties your personally identifiable information.
Third party links
We do not include or offer third party products or services on our website.
Google's advertising requirements can be summed up by Google's Advertising Principles. They are put in place to provide a positive experience for users.
We use Google AdSense Advertising on our website.
We have implemented the following:
• Google Display Network Impression Reporting
• Demographics and Interests Reporting
We along with third-party vendors, such as Google use first-party cookies (such as the Google Analytics cookies) and third-party cookies (such as the DoubleClick cookie) or other third-party identifiers together to compile data regarding user interactions with ad impressions, and other ad service functions as they relate to our website.
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California Online Privacy Protection Act
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Users can visit our site anonymously
How does our site handle do not track signals?
We honor do not track signals and do not track, plant cookies, or use advertising when a Do Not Track (DNT) browser mechanism is in place.
Does our site allow third party behavioral tracking?
It's also important to note that we allow third party behavioral tracking
COPPA (Children Online Privacy Protection Act)
When it comes to the collection of personal information from children under 13, the Children's Online Privacy Protection Act (COPPA) puts parents in control. The Federal Trade Commission, the nation's consumer protection agency, enforces the COPPA Rule, which spells out what operators of websites and online services must do to protect children's privacy and safety online.
We do not specifically market to children under 13.
CAN SPAM Act
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Last Edited on May 25, 2018