Brand transparency can produce lifelong consumers. Earlier this month, Airbnb’s CEO, Brian Chesky was faced with the challenging task to lay off a fourth of his employees due to the COVID-19 pandemic. In a very sincere letter, he explained how he arrived at the decision and how the company will support the employees moving forward. His actions were applauded by many including Forbes, MarketWatch, and Washington Post.
Other big companies have also used this method. How you manage your brand in a time like this can make or break your future success and your brand transparency says a lot. Knowing what and when to post on each platform is key in maintaining a loyal following. Not sure where to start? Developing smart content strategies is what we do! Some of our clients have been communicating with their followers and staying transparent over the past few months and we’ve seen nothing but positive responses.
A Miami gem, and every local’s favorite independent bookstore, Books & Books has been keeping it real with their 142k followers and sharing store updates. Every other week, Mitchell Kaplan discusses the status of the store and future plans on IG Live. You can catch the last chat on IGTV.
Laundrify has been committed to helping everyone stay healthy and clean while social distancing. The team offered discounts to apartment residents and contactless pickup and delivery. They even provide face masks that you can now customize yourself!
In response to COVID-19, we launched a Mindful Monday campaign for Bluehouse Salmon. Focused on health and wellness, we partnered with like-minded friends to bring their followers tips and tricks on maintaining their lifestyles at home. Need a workout, recipe, or gardening tips? Check them out on Instagram.
Since in-person real estate showings were no longer feasible because of social distancing, ONE Sotheby’s International Realty hosted a major “Virtual Open House” where they invited agents to broadcast virtual tours through Facebook Live. This new way of presenting a property gave access to a much larger audience and even people from out of town tuned in.
How you decide to manage your brand is ultimately up to you, but remember that brand transparency will always increase consumer loyalty.