How to build credibility and trust in your brand
What motivates people to make a purchase or buy into a service? It obviously has to be something they need or desire. But when there are multiple companies selling very similar products and services, how do people differentiate? This is where brand credibility and trust are added to consumers’ decision-making mix.
Recent research by Marketing Week found that post-GDPR, consumers are more likely to buy from a brand that has given them control of how their data is used. And this isn’t just a data phenomenon. Modern consumers lean towards using companies that are ethical, that pledge to protect the environment, and who are transparent about pricing. Trust is king.
Of course, being a household name also works wonders when it comes to credibility. But even at a local level, if your business is knowledgeable, delivers consistently good service, and has high customer satisfaction levels, then it is credible in its field.
If your business ticks all the boxes as a credible and trustworthy player then it’s time to get the message out and build your reputation. So how do you do this? With good PR and marketing of course.
Raise awareness of your brand by establishing and maintaining an active, respectful and visible presence in the marketplace. You can do this through traditional public relations and marketing, like press releases, newsletters, and advertising. Now is not the time to be shy; shout about why you are such a good brand to buy from.
Create behavioural change by motivating people to take a specific course of action. Creating digital marketing content like blog posts, white papers, videos and how-to guides will add value to your customers’ lives and influence their next move.
Build your business’s reputation by growing the bonds of trust between you and your customers. Be conversational on social media by opening up discussions on topics that matter to your audience. Make sure you are available to respond to them too. Being active on social media is a good form of customer service. It will also help you monitor sentiment towards your business and tackle any issues about trust early. If this all sounds a bit overwhelming, do not fear. You don’t need to be active on every social network – just the ones used by your audience.
Promote brand advocacy
Grow and nurture a solid base of champions, enthusiasts and allies of your brand – people who all talk positively about your organisation, share your content and defend you. Creating a Facebook group is a good way to bring together your advocates and keep them onside. You can also invite customers to review your business on Google, Facebook, TripAdvisor or Feefo. There are numerous review platforms online where people can share their experiences to help others before they make a purchase. That’s not to mention working with bloggers, YouTubers and social media influencers in your niche to tap into their engaged followings.
Be a leader
Establish yourself and your business as thought leaders in your community and industry. Offering yourself or top employees as speakers at business events is an excellent way to build your reputation as a leader. Also, submit opinion pieces or letters to your local newspaper, and share your views on hot topics on your business blog. If you’re stuck for ideas, here’s how to write a successful business blog.
If you want more tips on how to build credibility and trust in your brand then Hampshire-based Amplify PR works with businesses to do this very thing. We can devise a PR and marketing plan to help achieve the reputation your brand deserves. Get in touch to find out more about our PR and marketing services.