How branding can build trust with your customers. By Fiona Sands, Designtastic
Some companies have such distinctive branding that they might spring to mind just from glancing at a colour palette.
Typically, though, that sort of recognisability is reserved for companies that have existed for years if not decades, and have long since made their mark on the public’s consciousness.
Even if your brand isn’t aiming to be as distinctive as McDonalds, or Coca-Cola there are plenty of ways to build brand awareness, and in turn, build brand trust. It may take some time (and some trial and error), but behind every big brand is persistence.
In today’s blog, we’ll be defining brand trust, breaking down its benefits, and outlining a few tips on how you can get customers to have faith in your brand.
What is brand trust?
Brand trust is defined as the level of loyalty and respect that customers have towards your brand. The concept is now more crucial than ever, with consumers becoming increasingly aware of whether companies are acting responsibly.
It only takes one ill-informed social media post to cause a major dent in the public’s perception of your brand. If you intend to cultivate trust, it must be done with care.
Advantages of building brand trust
On the surface, the benefits of brand trust are simple: if a consumer has an amount of loyalty and respect for your brand, they’re more likely to buy your products or services. But if a consumer is particularly impressed with your company, they may go on to recommend your products or services to other people. While word-of-mouth marketing may be the most intangible form of marketing, its value is practically priceless.
The more someone grows to trust your brand and the experience that your brand represents, the more they’ll pick you over competitors. Ideally they’ll be a long-term customer- maybe even a customer for life. Over time, that repeat business will stack up, making for notable sales and revenue.
Tips for building trust in your brand
Like we said: it may take trial and error. But each of the following tips are well worth trying if you want to build trust in your brand.
Get to know your customers
Understanding your ideal customer is far from a walk in the park, but it all starts with opening up a dialogue. Ask the public what they genuinely feel about your brand, and they might end up being honest with you. Learn about what consumers are looking for in your brand- as well as what they’re distinctly not looking for.
People are far more likely to trust a brand if they deem that brand authentic. Achieving an image of authenticity means, above all else, telling your story. If consumers are going to connect with your company, it’s going to be down to your story: who you are, and why the company exists aside from profit.
Set realistic expectations of your brand
If you have an understanding of your target audience, you’ll likely have a good idea of what they expect from your brand. Gauge the expectations of your ideal customer, and ensure that you’re able to meet those expectations. This is where it’s important not to fall into the trap of overpromising.
Define your company’s values
To establish brand trust, it's crucial to fully grasp your company's values and then effectively convey them to your customers, as well as to your team. This not only clarifies your company's principles and inherently fosters trust, but also forges a vital emotional connection with the public.
Conclusion: how branding can build trust with your customers
Building brand trust is vital for long term success. Understand your customers, be authentic and transparent, avoid overpromising, and communicate your company's values as effectively as possible. Trust goes beyond recognition; it's about fostering lasting connections and loyalty with customers, which will ideally result in sustained growth.
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