With customer expectations growing exponentially and competition getting ferocious, fortifying customer trust should be on every brands ‘must-do list’ – and there is no denying in that. It is something on which customer satisfaction and loyalty rely. Customers find it hard to buy from brands they harbor suspicions about. They will dwell over the reasons to trust your brand before putting up their hard-earned money on stakes.
However, how to create that trust is no less than an anomaly to explain. While there are no hard and fast rules to make your targeted audience believe in your products/services, some of the trusted brands have followed certain brand management strategies that can help! Have a look at some of these strategies.
1. Use Powerful Branding
Brands should look original rather than someone they are not. Embrace your personality and make it gleam across your business profiles, website, logo, and social media. The basic step is to have a business identity that strikes all the right chords.
Follow brand guidelines and convey your brand story across all your branding elements. You do not need to have a long history of the brand, just tell them where your brand started from and what causes that. Since people are more eager to get touched by stories, make sure your history has one that can grab their attention and make your brand look trustworthy.
2. Keep Your Brand Consistent
Customers expect consistency from their brands, they are not open to fluctuations in their experience with your brand. Apple, for example, always branded itself as the powerhouse of innovation across and now customers expect it to deliver innovative product and features every time. Bringing up consistency in experience, Apple has managed to earn the audience trust.
Similarly, Southwest airline has marketed itself as an affordable, no-frills airline, which is why the airline kept the prices always lower than its counterparts. The airline got customers to trust their business. To put this short, when brands live up to the words they say, trust is created.
3. Encourage User-Generated Content
Being one of the key sources of determining the trustworthiness of a brand, the tone of the content should be friendly and more humanely instead of a robotic or overly marketing tone. Quality content can do wonders for a brand. According to the customers, a relevant, fair, and unbiased content can make them believe a brand. Don’t impose your will or perception over your customers. Let them come up with their own judgment, Fetch yourself some sources of inspirations for content creation.
Encourage user-generated content. It serves as a great way to demonstrate how your product has been satisfying real people. You can also share endorsements on your website and or through social media profiles. You can also mention the brand collaborations with other already trusted brands. Working with a social media influencer will also be a great option to generate high quality and trust-inspiring content.
4. Make Emotional Connections
Trust can be formed when brands weave emotional connections with their targeted audience. You want your customers to buy from you; you want them to speak for you; you want them to seek out your brand even when they have hundreds of other options and for all this, you have to deliver on your promises. FedEx assures its customers to deliver the product overnight. It fulfills its promise, which leads to positive emotional connections between the company and its consumers and helps build the trust.
Be genuine and make it personal! Utter out your true feelings to your customers and draw on emotions to multiply the power of your brand message. Try to treat every customer as you do in a face-to-face conversation across all touchpoints. If customers feel you are making extra efforts to find solutions to the problem, they won’t escape to your competitors.
5. Leverage Engaging Brand Videos
Videos can be a great tool to humanize your product. Moving humans discussing your products are far more effective than images explaining your products and its features. Our brains are hard-wired to care about the trustworthy faces and having a video promoting your product or service does more good than bringing surface-level familiarity.
So when there are people in your videos, your audience can form meaningful connections with your brand and most importantly trust your brand. Besides, viewers can retain the visual storytelling in a more emotional way in contrast to text, which eventually enhances the trust and keeps them coming back to you again and again.
These tips can be very effective in building a brand that your customers will trust. Always remember that a brand is much more than you can explain in mere words. Brands are felt, more than they are described. So, be original and stay true to your words. Building a trustworthy brand demands planning, involvement, and interaction, but once you get successful in cultivating lasting trust, all your efforts will surely pay off. Always find time for self-growth while running your business to secure a winning future.