As businesses closely engage their audience to initiate meaningful relationships, they are summoned to be honest, transparent and accountable.  There’s little reason these days for brands to refrain from showing their true colors.  In fact, consumers prone the ones who speak truthfully, acknowledge their weaknesses and take responsibility for their influence on economic, social and environmental fronts.

One great example is the Chrysler 200 “Raise your standards” TV ad.  With a genius twist, they honestly acknowledged their “underdog” status without damaging their brand image.  In fact, the message gives a remarkable inspirational boost that resonates with Americans who have shared the ups and downs with Chrysler.  In this case, the brand talks with great honesty, providing a glimpse of its true personality, which consequently builds trust with its core audience.

Admitting to certain weaknesses is not reserved for brands that have been through a hard time.  Category leaders are also proving their ability to be transparent as it offers great engagement opportunities and improves overall brand image.  Miracle Whip admits that its product is not for everyone.  In this ad, they present different people who have different opinions on their product.  Some hate it and some love it.  It’s simply nonsense to think that everyone likes your brand and use a cookie-cutter approach, especially in a time where individuality is so highly promoted.

The deep and personal integration of brands in our daily lives is growing.  However, brands must be responsible for their role and influence for consumers to allow such a close relationship.  In the quest to create meaningful brand experiences and connections, companies should start with a complete introspection to identify their strengths and weaknesses in representing their real nature and showing their true colors.  They can then adopt better practices and redirect their communicational message towards a more inspiring and honest brand experience.  Transparency and accountability go a long way towards building trust and brand image.