How To Build Transparency with Proposition

The Relationship Between Transparency and Proposition

Transparency is a measure of how open and honest a brand is. As your Proposition lays out the core DNA of your brand, it’s possible to use the way you position yourself to reinforce how Transparent you are.  

In order for people to feel like your brand is Transparent through its core proposition, consider the following:

1. Can you commit to openness? When it comes to your supply chain, your ingredients, your service, and beyond, you should try to make people understand what you do. Consider how much the business can truly commit to being open, and in which areas. When you have set this agenda, people will trust that they are fully informed when it comes to your brand, and see you as more Transparent.

2. Are you expressing your Proposition openly? When talking about your brand’s core DNA, think about how to make sure that your language and tone of voice are open and inviting. People shouldn’t be thinking that you have anything to hide. Try and use friendly, colloquial language that feels authentic to your brand, so that it feels like it’s coming from a “real” person, too.

3. Why don’t people trust your category? Think about any reasons that people might not trust your category. For example, perhaps they believe that it’s not trustworthy because of its quality or its sourcing. It can often become the way that brands simply side-step these issues, and in doing so compound them as a category issue. Could your brand tackle these issues head-on? Consider whether there is a way for your brand to be seen as the one that says it like it is, and tackles negativity where it finds it. People will see you as very Transparent for your honesty.  

What should you do next?

• Commit to openly sharing information about your business, in as many places as possible.

• Make sure your Proposition is explicitly expressed in an open, truthful way, using language that people can trust.

• Identify any category “quibbles” people have, and how the brand might tackle them in its Proposition.

How to determine if it’s working.

• As a result of taking the above actions, your Brand’s Transparency score will increase. It’s likely there will be a corresponding increase in your Integrity score, as with increased openness, people will be able to see the good that your brand does.

• When people find brands open, they tend to publicly praise them, sometimes as a way of reinforcing their own Transparency. You’re likely to see an increase in the strength and number of your advocates, particularly online.  

  
  Guidance from:
  Searsha Sadek | Head of Brand Partners, ProQuo AI
  
  Searsha has always grown brands in advertising agencies: from haircare and frozen food to spirits and streaming services. She focussed on how communicating explicitly and implicitly is key.