Gaining and developing trust in a brand requires much more than just sticking a logo on your front door or website. People need a reason to choose a company and give it their money.
We will tell you how to develop strategies for developing brand trust and what is needed for this.
Why brand credibility is important
Brand credibility is one of the most important factors influencing consumer purchasing decisions. According to the PwC Consumer Insights Survey, 14% of respondents cite trust as their # 1 reason for choosing a retailer.
“Brand credibility” was the second most frequently cited reason for making a purchase decision.
And according to a study by the Edelman Trust Barometer, 64%, when choosing products and services, pay attention to the position and actions of the company.
Companies and marketers know the importance of brand trust in gaining long-term customers, but many fail to address or implement key strategies that remain the same.
Below are five development strategies to help improve brand credibility.
Focus on relationships
Building brand trust is a lot like building friendships. Early on, you invest in this friend, paying a lot of attention to his feelings and what is important to him. When it comes to truly interacting with your audience, it’s important to know what they want and need.
One of the best and easiest ways to do this is to meet them. Where do customers spend their time? What time and type of meeting is best for their schedule? Find an opportunity to talk face to face without selling your product at the moment.
At such moments, there is no need to convince them of anything. It all comes down to listening and asking thoughtful questions that touch the very core of their pain points. People want to be listened to, and if you are willing to give it to them, they can come back.
Social media is another way for businesses to build personal relationships with individual consumers and thereby contribute to marketing. This does not mean that you need to spend all your time looking for potential customers on the Internet.
But you need to be careful so that you can interact with the audience on a more personal level. When consumers feel appreciated and listened to, they are more likely to want to talk about it.
To build successful communication, you need to regularly interact with your audience. For example, to meet with a friend, you set up a specific time and place for the meeting. So it is here. Clients need to know how and when they can write or call you and get answers to their questions. You need to keep track of your accounts, monitor comments, questions, complaints and respond to them.
Engage your audience for content creation
Consumers always have something to say. Since they are the ones making buying decisions, it is important that companies do not turn away from interacting with them.
User generated content is a great opportunity to show how real people are enjoying your products and services and build serious brand credibility.
Today many people use social media to discuss the companies and brands they like. In one survey, 76% of millennial consumers said content shared by regular people was more credible than content shared by brands.
To do this, you first need to find customers who are already talking about you. Share their reviews and posts, tell us about their history of engagement with the brand. If there are no customers who are talking about you yet, ask questions of your audience, find it not only on your pages, but also in thematic groups. For example, you are selling furniture – ask people what furniture they think is good, what is most important to them: quality, material, price, appearance, or something else.
The fastest way to undermine trust and reputation in your market is to ditch branding and tone of voice. From your logo and colors to your personality, you need to be consistent in everything you do and say.
Consistency is not just a cool thing, but also a necessity to build brand awareness, as it will set you apart from everyone else.
CustomerThink identifies three key areas in which companies need to be consistent in order to develop brand trust:
Customer Experience: Providing repeatable and expected customer experiences builds trust in your brand. Customers need to know that every time they return to you, they will receive the same high level of service.
Values: Back up your words with actions. Companies sometimes say one thing and do something completely different. Keep your word and uphold your values.
Brand Identity: These are the visual components of a brand that make it recognizable and help it stand out from the competition.
Show your authenticity
Today, authenticity is something that consumers crave very much. Social Media Today’s research shows that 90% of millennials consider brand authenticity important, proving that young consumers prefer “realism” over “perfect packaging.”
Today’s consumers are not interested in commercial offers. They want to know what your brand is. Authenticity depends on the DNA of the company: values, goals and culture.
Some of the most important elements that companies use to reflect these elements are:
– Keeping promises
– Respectful attitude towards clients
– High quality assurance
– Protecting customer privacy
– Honest actions.
Start with negative reviews and complaints. When you make a mistake, admit it. Let your customers know that you are aware of the problem, that you are sorry, and that you are doing everything you can to fix it. Ignoring or rejecting a mistake shows customers that you care more about the image than about them.
You can also be honest when telling real stories. Storytelling is an exciting opportunity for both large and small businesses. Our brains are wired to respond to well-written stories. This is one of the best ways to grab people’s attention, anchor information in their memories, and forge personal connections.
Consumers know your job is to talk about your services and products. It is important for them to know what you are offering. But what makes them come back to your pages? Understanding that they can find additional value there.
If you talk only about yourself, you can lose customer interest. You need to provide constant value to your audience by creating content that they want to share, remember and tell friends, or improve their knowledge.
Give them advice, talk about trends in your niche, share life hacks. It is important to give them not just advertising publications about yourself, but also content that will be useful and interesting.
Author: Modest Marketer