9 tips for being a transparent and privacy-centric brand

Brands today are at a crossroads. Companies face increasing customer expectations that data shared with or collected by brands will be used appropriately and carefully.

Those same customers want control and understanding of how data are being used. Couple those expectations with increasing regulatory mandates to limit the collection of data and brands face an important question. How do we be privacy-centric and transparent about our data policies?

Here are 9 tips for maintaining privacy in your day-to-day operations and being transparent about that work.

1. Collect only what you need

Just because your company can collect data on customers doesn’t mean it should. Reducing dependence on personally identifiable information, cookies and other details is possible. Using anonymous data points for your marketing and analytics allows you to be more transparent and reduce data storage and analysis expenses.

Detail what is collected and how it’s used. The internal due diligence you do for each type of data is essential. When determining the data to be collected, it’s important that your internal policies and notices reflect that practice. It may seem obvious, but there needs to be a clear sense as to the specific data collected. What are the data points?  Are they collected directly from customers or via third parties? How is it stored and who has access to it?

On the usage side, your business needs to understand how each data point will be used within the organization. Understanding, debating and determining these critical points will help shape your policies and notices.

2. Clear and frequent communication

Customers need to hear often about your policies and how they can control the data you collect. You need a regular, consistent cadence that informs customers. Communication should include disclosures about what data are collected and how they are used. Most importantly, the communication needs to detail how customers can control their data and opt-out of collection or usage.

3. Create internal standards

With ever-changing regulatory mandates, it’s important that marketers develop internal standards related to data collection and use. By setting policies, and enforcing them, you will ensure consistent approaches to data throughout the organization.

The policies need to cover the most sweeping regulatory requirements. That means compliance with the European Union’s General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) at a minimum.

Once these policies are developed, be sure they are published. Also make sure there is adequate training on the use of the policies throughout the organization.

4. Be customer-centric in your privacy notice

When you have your privacy policy created, you can develop a public-facing privacy notice. Let’s be clear – a privacy policy and privacy notice are not the same thing. A privacy notice is a clearly read, easily understood notification about your approach to privacy. It’s designed to summarize policies and inform readers about next steps. It can certainly refer to the policy, but be customer-centric in the crafting of the public document.

5. Remember clarity and transparency in the privacy notice

Your privacy notice should not be blocks and blocks of legalese. You do not want your readers to be overwhelmed or unable to follow the document.

Instead, organize your privacy notice into short, easily digestible segments. Each section should address a key point and be written with the customer in mind.

6. Make it visible

Your privacy notice should be easy to find and clear. Consider putting a link to it on every page of your website and as a footer in email communications. Think of every opportunity where you can include it in your messaging. You should not be hiding it in an obscure section of your website where it’s hard to find.

7. Know your audience

What do your customers expect when it comes to privacy and transparency? Understanding what matters most can help you shape the communications that addresses their most burning needs. With communication that is resonant, you’ll have a far better chance of connecting with customers and expressing your commitment to privacy and transparency.

8. Don’t make it a contract

Be sure your messaging and privacy notices do not come across as a contract. This work is not intended to be used in a transactional situation, but rather an opportunity to inform and be more transparent. Readers should not be asked to click on a privacy notice to “agree” or “consent” to its use. Instead, they should be simple, concise expressions of your brand’s values related to data and information usage.

9. Use visuals

When communicating to your customers, consider using more than prose. Diagrams, charts and graphics can help convey and reinforce the messages while assisting visual learners and those for whom your language is not their primary one.

With the rise of data privacy, your brand can be on the leading edge of communication. Transparency and clarity are a differentiator today that can build trust and brand credibility with customers.