Editor’s note: Lizzie Cernik is a friend of Media Orchard whose lifestyle blog, Baggage Magazine, is focused on “holidays, heels and cocktails.”

We’ve all seen that bikini-clad glamazon on the beach. She’s sexy and toned with the raisin-a-day washboard stomach that makes men drool. The message is clear: If you’ve got it, flaunt it.

But for brands, the prospect of putting it all out there can be intimidating, especially online. It’s easy to see why — one little slip of her teeny bikini and our beach goddess is revealing far more than she intended.

So what’s the secret to revealing enough about your brand online to be enticing without revealing too much? It’s simple: Be a great date.

Think about being on a date. You want the other person to get to know you, but you want to make sure you’re revealing the right information. There are certain things you don’t share on a date, and others you might want to save until you’re married.

Coyly confess to your date that you’re a little scared of the dark and he’ll think you’re sweet and vulnerable. Tell him the story of that time you contracted an unusual gynecological disorder and you can expect a text that says, “I’m busy forever.”

Know your audience, accept some risk

In brand awareness, transparency and vulnerability can go a long way. Customers don’t want a painted picture of perfection, especially when they know it’s not real. They want to see the genuine article, warts and all. But how do you make sure your brand doesn’t suffer a serious wardrobe malfunction in the public eye?

First, know your audience. It doesn’t matter whether your company is three months or 50 years old, market research is essential. Your customers are your brand’s community; they need to be understood and, more importantly, heard.  If you’ve had a fantastic new idea but your audience isn’t feeling it, don’t push it. Continue Reading