In this day and age where consumers are barraged with messaging assuring them that every brand they try is, in fact, superior, it can be hard for the consumer to trust advertising anymore. It reminds one of the classic 50s commercials about some product X, which were easily and readily believed. These days, it is much harder to break through the gimmick.

This brings us to the new trend in marketing for premium brands—transparency. Seems pretty simple, yet few brands engage in it because it is deceptively hard to come up with an actual tried and true reason why one brand is better than another. But the glorious truth is, if your brand truly does fit the definition of premium, there will be a pertinent message that makes sense and builds trust with the consumer.

Take one of Warren Douglas’s clients, Briannas Fine Salad Dressings. After years of being number one in the specialty salad dressing category, Briannas decided to hire us to share with more people what they and their loyal following love about the product. After going through our Premium Brand Process, we determined something very simple, yet true—Briannas is just plain good. Though there is more to the marketing plan than just this revelation, it is a succinct statement that rings true with everyone who tries it. Briannas doesn’t try to be anything they aren’t, but simply adhere to the new golden rule of advertising—when you tell the truth, people love you for it.

So, if you truly want to be perceived as a premium brand, make sure you aren’t peddling that gimmick, but really taking the time to get to know what it is that sets your brand apart. More importantly, have the courage to put your brand out there exactly as it is, with complete and utter transparency. Trust us, you’ll get the results you want and the credibility you need to be called “premium.”