The consumer journey is nonlinear.
They don’t always learn about your business from an ad or a post. Consumers may become aware from a conversation, an influencer, and your work with a social cause.
Fewer and fewer consumers trust brands — and even fewer are brand-loyal. That leaves brands both big and small with no other option than to to lean into transparency.
You must show the public your brand’s humanity in nearly every move you make, which often starts with how you communicate.
Start thinking of your brand as a human being. And humans have conversations. If you’re able to strike the right tone and be open, consumers will feel the authenticity in your brand and be more inclined to trust the viewpoint, product, or service.
And if they trust you, they’ll support you. Even advocate for you!