Naked Brands Are Healthy
Similar to how people can feel nervous about nakedness and the idea of being vulnerable and exposed, brands can also fear nakedness. Brands share the same concerns, such as whether or not they look good, what people think, and what people might say about them. Some brands react to this fear by covering up, hiding, or “dressing up” to distract from their naked selves. However, today’s consumers are demanding authenticity and transparency, and naked brands are healthy brands that win in the marketplace. Consumers crave genuine brand experiences and honest communications. Being comfortable naked is vital to building consumer trust.
For individuals, nakedness in public is not required. We can reserve this side of ourselves for private situations. Brands don’t have the liberty to choose whom to be naked around. They need to maintain healthy relationships with consumers and look and feel good naked all the time. If brands get squeamish over nakedness, then consumers may wonder why they’re so uncomfortable and what they may be hiding. People can choose to be monogamous; brands must have intimate relationships with the masses.
Healthcare Brands Struggle with Nudity
There are a variety of ways that healthcare brands are refusing to be naked, and it’s not paying off.
- Ignoring people on social media
According to a recent IMS report, among the top 50 pharmaceutical companies, half do not engage with consumers or patients on healthcare-related topics through social media, and only 10 companies utilized all three assessed channels.
- Not acknowledging problems or mistakes
Reports show that Tylenol (and the FDA) knew full well how dangerous the drug was and failed to do more to warn consumers.
- Not disclosing financial ties
A University of Illinois hospital advertisement paid for by Intuitive Surgical raises concerns about the ethics of hospital-industry relationships.
- Misleading claims
Takeda’s chief executive admitted that his company used “inappropriate expressions” in promotions of its blood pressure drug Blopress.
- Destroying or hiding information
A judge said J&J wrongly eliminated thousands of key vaginal mesh docs.
How Brands Can Look and Feel Good Naked
1. Know your own value.
Know your value proposition. Be able to communicate it effectively in different times, places, and contexts. If you don’t know your own value, you can’t communicate your worth to others. Deliver on your brand promise at every touch point.
2. Shine from the inside out.
Confidence comes with knowing who your brand is and what you have to offer. A strong internal brand will shine through on the outside. Healthy brands have everyone in their company effectively communicating the value proposition and delivering on it. This means everyone, i.e., truck drivers, customer service reps, and the C-suite.
3. Be your genuine, authentic self.
Don’t try to be anyone or anything you’re not. Have a strong, well-defined brand platform and ensure focused implementation. When you start doing things to “look good” in the eyes of consumers that don’t align with strategy, it hurts your brand. When this happens, evaluate whether or not your company is effectively delivering on the brand value proposition and whether the messaging is still salient with the target market. Resist the temptation to get short-term attention that sacrifices long-term brand value and growth.
Regularly do exercises such as brand audits and customer audits to find out what’s working and what needs improvement. When you take the time to keep your brand in shape, you’ll feel better about your brand.
5. Exfoliate dead skin.
Get rid of what doesn’t work or serve a purpose, it’s just weighing your brand down. Exfoliation can rejuvenate a brand and breathe new life into it, preventing your brand from becoming dry and dull. This is a key part of maintaining a fresh appearance. Get rid of the clutter and simplify things. Make sure your brand look and feel reflects who the brand is and aligns with how you want it to be perceived. Brand look and feel should be implemented with seamless integration across channels.
6. Prioritize honesty and transparency.
People don’t enjoy being duped, nor do they like to buy from brands that engage in dishonest practices or attempt to camouflage things from the public. Eventually, people will discover when a “green” brand isn’t following eco-friendly business practices or the company who “puts patients first” leaves people high and dry. This can potentially be very damaging to a company. Be the kind of brand in public and behind closed doors that you would personally be proud to stand behind. Today’s consumers prefer honesty even when it’s not pretty.
7. Put your best foot forward.
Healthy brands always strive to be their best selves across all touch points. Make sure your website is updated and best reflects your brand offering. Your company will have many first impressions in the digital realm, and just as you would invest in a nice, professional suit for an interview, you should invest in a professional website. Make sure your collateral and other print materials reflect your current brand look and feel. Healthy brands are dedicated to putting their best foot forward at every brand touch point.