How to convey your brand as being ethical and clean

In a world of malicious hackers, privacy violations, and ethical dilemmas, it's important to develop your brand's reputation as one that has a strict code of ethics, a clean reputation, and a commitment to doing only the best for its clients. This can be done in several easy ways that will not only retain existing customers, but attract new ones to your strong sense of moral duty as a company.

1. Develop a Stringent Privacy Policy

The importance of a tough and thorough privacy policy cannot be understated. Many customers routinely have their information's privacy violated by less-ethical companies, malicious hackers, or other nefarious individuals both online and off.

A strict privacy policy that outlines not only your personal standards as a company, but also the recourse you'll pursue in the event of a breach, gives customers a feeling of personal security. Be sure to indicate what information you require of them, how that information is used at present, and how it might be used in the future. Customers are increasingly concerned with the long-range security of their personal data in a world where it is seemingly under constant siege.

2. Testimonials

If you're dealing with a great deal of sensitive customer information, a good way to reassure customers that you have high ethical standards and run a clean operation is to find your most satisfied clients and have them attest to the moral quality of your business.

Testimonials from actual customers will reassure customers in a number of ways. First, the simple fact that people were so satisfied with their experience that they wished to speak about it publicly will make a great impression. Secondly, the things people say will help customers realize that your company has a stake in its clientele, a reputation that precedes it, and a reason to be trusted.

People are inclined to speak only when they have a negative experience with a company, so offering positive viewpoints changes the game with many prospective customers.

3. Explain Your Business

Use your online space to explain just what it is that your business does, and exactly how that is done. Explain the way you complete each of your services, or the way you create each of your products, and how that effects your customer base.

Information is power in the current economy, and customers will feel better with the knowledge they have of what is going on behind the scenes when they're not interacting with a customer service representative or an online information form.

In fact, you may even want to explain what information you require of people and why that information is necessary for running your business and maintaining your brand. People are receptive to this information and they'll give you high marks for being open and honest. Remember, this is the age of "transparency." Even the White House has advocated this type of information being made public.

4. Be Consistent

Customers like consistency -- the same product, the same logo, the same mission statement, the same people. This communicates that your business is serious and that it's here to stay. Customers are likely to invest far greater amounts of trust in a business that rarely wavers from its goals and logo than they are a brand who is constantly switching names, changing its appearance, bringing in new staff members, or totally overhauling their product line.

If a change must be made, it's important to explain the reasoning behind that change to your customers. Try not to appear opportunist, or unstable. That will immediately send a poor message to customers about your seriousness as a company and your ethnics and reliability as a brand, and they'll simply go elsewhere at the first available moment.

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