To build a successful business is to create a solid foundation for brand trust. But what markers indicate a successful brand?
Ultimately, your brand is how people come to know and recognize you. In other words, your brand is your reputation.
As such, your brand is directly related to the business’s overall values. This crucial element is the initial building block of trust for your customers.
Creating brand trust ensures your current customers remain loyal while also attracting and enticing new clients.
How do you establish and facilitate brand trust, you may ask? That’s precisely what we’re here to explain today.
In this post, we will cover:
- What is Brand Trust?
- Why is Brand Trust so Important?
- How Can You Exemplify Brand Trust?
- The Crucial Role of Community Marketing
- Key Takeaways
What is Brand Trust?
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Brand trust is the level of confidence a customer has in your business or brand. That said, it’s not a fixed concept. Brand trust is always changing, evolving and depends on a variety of factors.
There are five essential pillars for establishing brand trust:
- Quality
- Positive Reputation
- Fair Business Practices
- Overall Engagement
- Story
Ultimately, becoming a brand that people trust requires you to become a brand that deserves people’s trust.
Quality
First, for someone to become a customer, you must sell something of quality to them. No one likes to spend their hard-earned money on something that will fall apart in their hands within seconds.
Once a customer is assured of your goods and services’ quality and care, the trust begins to develop.
Want to create a product that stands out from the competition and builds customer satisfaction? You need a unique selling proposition. Learn more in “Unique Selling Proposition and How it Can Benefit your Business”
Positive Reputation
Another way to generate brand trust is through testimonials and word-of-mouth. Consumers trust other consumers, especially when it comes to business recommendations.
In other words, the more your reputation is seen positively by the public, the more likely you are to succeed.
Creating and establishing this brand trust requires consistent effort into customer service initiatives and your reputation. Quite simply – brand trust is earned, not given.
Fair Business Practices
If clients feel that they are overspending for a product, they may begin to revoke their loyalty.
Of course, quality products will likely cost more, but no one wants to spend top dollar for something they know costs the business nickels to create, produce or buy. In this way, customers and clients must interpret pricing as fair to begin the process of trusting a brand.
Many companies and brands outline their business practices, goals, and objectives in their brand philosophy.
Overall Engagement
Lastly, consumers base their brand trust on how well they are treated by your employees or those representing your brand. Each customer should have a positive experience to encourage word of mouth marketing.
However, if there is a poor experience, brand trust is also determined by how a negative event is handled.
Did your employee fight back? Did they do nothing about it? Or did they try their best to make the customer feel heard?
It’s crucial to remember that each employee represents your business and must align with its values for best representation.
After all, they are the customer-facing element of your brand.
Customer loyalty programs are a great way to foster a strong sense of trust between your brand and customers. Learn more about the benefits of customer loyalty programs in “Customer Loyalty Programs – How to Make One That Works.”
Story
Every great brand has a powerful brand story supporting its sticky presence. Aside from your logo, marketing material , and actual product/service, there’s not much that’s actually tying all these constituent parts together. A brand story is the glue to your company’s different pieces, and is the element that helps set you apart from your other competitors.
A brand story is used by companies to differentiate themselves from their competitors and to consumers. You could be manufacturing the best product available on the market, but you won’t go far if you can’t successfully market it.
Writing Learn more about brand stories including what they are and real life examples in“How to Write a Brand Story.”
Why is Brand Trust so Important?
So, how does brand trust directly impact your business, and how can you work to leverage these opportunities to build brand trust?
We’re glad you asked! There are a few possibilities:
- Brand trust strengthens your relationships with your customers – The more people feel valued by your brand, the more likely they are to continue to use your goods or services.
- Brand trust creates repeat customers – What influences customers to keep coming back? Trust. If they know they will be well taken care of, they will always return to your brand.
- Brand trust builds a positive reputation. When you consistently deliver positive results to your current client base, you will become the go-to brand for your specific product or service.
- Brand trust leads to referrals. As loyal customers continue to be consistently happy with your brand, they are more likely to promote your business to their own network.
How Can You Exemplify Brand Trust?
Create a Consistent Customer Experience
The best way to build trust is by being viewed as dependable in your customer service. Customers are the driving force behind any business. As such, they deserve the best experience possible each time they interact with your brand.
However, this positive experience does not happen by accident. It takes consistent work, training and employee engagement to build brand trust.
So, how can you ensure a reliable and positive experience?
Make a Strong, Positive First Impression
Brand awareness begins at the very first interaction. The best way to create a positive reputation is by providing value to your customers.
Consumers are bombarded by advertisements all day long, so stand out by being informational and educational in your industry.
Remember to make building a relationship your primary motivation instead of only pushing your bottom line.
Always Look for Improvements
Making your business user-friendly is an essential factor in brand trust.
Implementing feedback from customers is the best way to ensure a positive relationship and retain current clients. Consumers will continue to pay for convenience, quick service and high-quality goods and services.
Be Accessible
Make it easy for customers to reach you.
People want to feel like they are heard and made a priority when buying your products or services. Make it easy for them to find how to contact you and respond quickly to messages.
Don’t Forget About Your Loyal Customers
Remember to focus not only on gaining new customers but also on rewarding those who are loyal to your brand.
Initiatives such as customer loyalty programs reward repeat customers for their continued patronage, and simultaneously provide incentivize new customers to return to reap the rewards.
Set Goals and Monitor Activity
Create achievable goals and use them to see how your business is evolving or if any improvements need to be made.
This initiative will help you focus on what customers want and how to develop that brand trust.
Be Real and Authentic
One of the easiest ways to develop brand trust is by reaching customers that align with your business’ values. This technique helps give your business credibility in the eyes of consumers.
Provide Quality Service and/or Products
Consistently delivering on promises is an excellent way to develop brand trust.
Not only will it ensure a positive reputation, but it will also highly increase the chances of repeat customers as they will know that they are getting value for their money.
Put the Customer First
Think of your business from the consumer’s perspective.
Would you be happy doing business with your brand? What improvements need to happen if the answer is ‘no’?
Keep it Conversational
It is never a good idea to speak down or be condescending towards your customers. As we said before, they are the driving force behind your business’s success.
Instead, be personable and relate to your customers. Ensure they feel heard in order to develop brand trust.
Promote your Business’s Values
Especially in today’s market, consumers are now basing their purchasing decisions on how ethical they perceive a business’s behaviours.
Show your customers that you want to help improve society rather than just make money and profit from it. Your bottom line is still important, of course, but so too is your brand’s stance and voice regarding societal issues.
Since large companies hold so much power in our capitalist world, there is more pressure now more than ever for corporate responsibility.
Today’s consumer wants a business that:
- Protects their data and privacy
- Supports social causes
- Focuses on their customers over their bottom line
- Conducts business in an ethical manner
You can begin by promoting a social cause that aligns with your brand or community on your website and social media. Make sure this is noticeable to your audience but not overly glamorized.
Share articles that mention issues that align with your brand’s values and mission statement. Better yet, team up with local charities to give back to your neighbourhood.
The Crucial Role of Community Marketing
Happy customers are more likely to share your name with their social groups and broader communities.
As such, one of the best ways to get the word out about your business to expand its brand reach and develop brand trust is through community marketing.
Encourage customers to promote your products and services on social media, word of mouth, or ask them to write you a review.
People depend on others’ experiences to start to form opinions of whether they can or should trust your brand.
But how can you ensure positive word-of-mouth?
Provide a quality product or service that is worth recommending or try any of the following:
- Create a spot on your website for customer feedback
- Share positive reviews on your social channels and company website
- Encourage others to post about your business by providing an incentive like entering a free draw for a gift card.
The more potential customers see positive feedback about your brand, the more likely they will be to trust your business.
Want more tips on how to make the most of community marketing? Learn more about community marketing in “Community Marketing – How Community Fuels Growth”
Key Takeaways on Brand Trust
As we discussed, brand trust is developed by providing the best products and services to your customer. However, there are so many other practices and tips you can use to foster a positive relationship.
A must-follow rule of thumb when it comes to creating and operating a sustainable and successful business is to value your customers above all else, including your profits.
It’s this prioritization that fosters real and authentic relationships.
Staying true to the values your brand sets out will ensure a steady flow of new customers while also keeping your current clients happy.
