Honesty is only one part of integrity in branding. It's about being honest keeping your word and following through on what you say you'll do. In short it's about always doing what you say you'll do. Having integrity means having strong morals and sticking to them even when no one is watching. This means that you need to live up to the values you say your brand stands for. Customers want to know that the brand they are dealing with keeps its promises whether it's about quality or customer service.
But why do you care? The Edelman Trust Barometer did a study in 2021 and found that 81% of people said that trusting a brand to do the right thing affects their buying decisions. What else might make you want to do that?
The next piece of the puzzle is reliability. When your branding is inconsistent customers feel like they're trying to put together a jigsaw puzzle where none of the pieces fit together. Your messages should make it clear what your brand stands for. People who look at your website or social media should feel like they're dealing with the same company. The tone of your emails and the pictures on your flyer should all work together perfectly.
Take Coca Cola for example. They have been consistent with their branding for over a hundred years. Their focus on happiness isn't just a marketing gimmick it's a way of life that shows up in everything they do from products to ads to customer service. This is why they are still doing so well (The Coca Cola Company).
This is where it starts to happen. It's risky to avoid the truth in a world where you can find out anything with a Google search. People can tell when someone is lying these days. They want brands to be honest with them and admit when they make mistakes. Be honest when things go wrong because they do. People lose faith in a brand that hides a mistake or changes the story.
Patagonia is one example. People know that they care about the environment and have been honest about the problems they have with their supply chain. They have also said they will make things better. Not only does this level of honesty build loyalty but it also makes the brand look better which is proof that it is honest (Patagonia).
If you don't run your business honestly you can't have brand integrity. Being honest means being ethical in all aspects of your business from how you get materials to how you treat your employees. Your brand says a lot about how you run your business. More and more customers are thinking about the moral implications of what they buy and choosing brands that share their values.
Ben & Jerry's and other businesses have talked about what they think about social justice and protecting the environment. This proves that a brand can care (Ben & Jerry's). They promise to be honest and do the right thing not just sell ice cream.
In the end what will make you stand out is getting your audience to really connect with you. People don't just buy things they also buy experiences and relationships. When a brand really connects with its audience by understanding their needs listening to their feedback and inviting them into the brand story it builds a loyal community.
The One for One program at TOMS Shoes is a great example of a company that gives back. People who buy shoes from them feel like they're part of something bigger than just buying shoes (TOMS Shoes). It's not just about giving money it's a big part of who they are. This connection builds trust keeps customers coming back and even turns them into brand ambassadors.
Let's be honest it takes time to build a brand based on honesty. You must always be honest about your brand's values and stick to them. But what do you get out of it? A strong brand that stays strong even when times are tough changes to meet the needs of customers and stays trusted over time. As the owner of the business you are in charge. If you make your brand one that stands for honesty at its core you'll be on the right path to long term success.
You can do it if other people have done it. And don't forget that your brand is ahead of the game when it can look in the mirror and be proud of what it sees.
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