🧑‍🔬 How To Connect With Your Customers

Brand: Immi

Psychology Concept: Operational Transparency

Days Running: 291 Days
(This gives an indication of how it’s performing)

🧪 Operational Transparency

Operational Transparency is the act of making a company’s internal processes visible to customers, showing how products are made, decisions are made, or challenges are overcome.

And this transparency builds trust and authenticity with customers.

🤳 How Immi Uses Operational Transparency

Immi’s ad is a prime example of how brands can build trust through Operational Transparency. The ad highlights the founders' personal journey, revealing the struggles they faced in creating a healthier alternative to traditional instant ramen.

Key Moments of Transparency:

• The Why: Immi was started due to the founders' personal experiences with family health problems linked to poor nutrition. This transparency connects their story directly to their product’s mission, making it more relatable and genuine.

• The How: The ad reveals how it took over 200 recipes to perfect their product, underscoring the effort and dedication behind the brand.

• The Struggles: The ad doesn’t shy away from mentioning the initial failure and the negative feedback they received. By openly discussing the year it took to rebuild the product, they show resilience and commitment to improvement.

This level of openness fosters a sense of trust and authenticity with their customers.

🧠 How You Can Use Operational Transparency

The key to using Operational Transparency is to give your audience a peek behind the curtain of your brand, showing the effort, challenges, and processes that go into your product or service.

Here’s how you can implement it:

• Show Your Process: Whether it's product development, sourcing materials, or even customer feedback loops, being open about how your product is made or improved can build credibility. For example, share behind-the-scenes content or a timeline of how your product evolved.

• Highlight the Struggles: Don't be afraid to show the bumps in the road. Discussing challenges, even failures, shows that your brand is authentic and committed to improvement. It humanizes your business and helps your audience connect with your journey.

• Be Clear About the Why: Similar to Immi, share the mission or personal story that led to the creation of your product. When your audience understands the deeper reason behind your brand, they are more likely to feel connected to it.

Using Operational Transparency helps your brand appear more genuine, relatable, and trustworthy—key ingredients in actually connecting with your customers and building long-term loyalty.