It is increasingly difficult to distinguish your brand from the competition. Simply promoting the same old aspects that everyone else is promoting is not enough. We all need a unique way to differentiate ourselves from the sea of competition. The truth is, (potential) customers are tired of marketing strategies and gimmicks. Ads are pretty much everywhere. Also, they are generic, no matter how personalized they try to make them be. What counts is authenticity, customer experience and brand trust. These elements are unique for every company and brand. If you can establish yourself as a trustworthy brand, you can uniquely distinguish yourself from the rest of the competition. It will result in returning customer base over the long run. In this article, we will go over the strategies of achieving just that.
1. Establishing clear brand-trust goals
Trust is one of those elements that cannot be easily quantified. We cannot technically call it a metric. It is not inventory or a result on the quarterly report. On the other hand, we can observe other metrics that are directly correlated to brand trust. One of the benefits we can enjoy is an increase in positive reviews on platforms that our brand is present on. Next, we can witness an increase in referrals from existing customers. This means our customers are satisfied and confident enough in our offering to recommend it to other people. Lastly, the frequency and volume of repeat business are going to be above average for the industry and niche. There are plenty of media platforms and review sites that can show you how much trust your brand has garnered. These will also give you pointers on how to improve upon that.
2. Making the customers feel safe
People are habitual creatures. The most important thing is to feel safe about something in order to trust it. The customer must not suspect that your platform is unsafe. And there are many ways we can make a mistake and do just that. This can happen in a number of ways. Make sure that your checkout process is easy to navigate and use. Also, do not spam your customers with advertising. Utilize trusted payment options and bolster your security using SSL certificates. A trusted brand is rewarded with the customer’s personal data. If they trust you enough, they will entrust this data with you as well. This means a much easier sell on your newsletter or for them to set up an account. You can utilize this data to improve your business operations and predict future customer needs. Next to feedback, this is a valuable resource.
3. Utilize social networks
Social networks have been all the rage for some time now. It is the most efficient way to keep in touch with existing and acquire new followers. Social media presence gives off a more personal vibe. It enables us to put a face in front of a company. It allows the viewers to get a better sense of who and what your company is and is all about. Overall, it results in a huge visibility boost. A regular schedule of posting is the name of the game. Be careful not to expose too much of your brand so you do not spam your followers. Spamming people will quickly result in a decline in followers. All experienced branding agencies realise the importance of social media presence. This is why everyone should leverage these platforms to some extent. The more platforms your brand is on, the greater the visibility.
4. The content
The content you post is the meats and potatoes of your online presence. You can use all the avenues of approach you want, but will not get far if the content is not up to par. Relevant and quality content posted in regular intervals is a must for visibility. To use it for acquiring trust requires something more. If you want to establish yourself as a thought leader, you will need to provide your readers with content that addresses their inquiries. Not only that, but your content also needs to provide solutions to their problems. The goal is to etch your brand and company in stone as a valuable resource for solving problems. Your content should not come from a sales or promotional perspective. This is the quickest way to lose integrity as a brand. Make your content educational and add a unique twist to it for authenticity.
5. Product reliability
People are predominantly emotionally driven. This means they will purchase based on emotion rather than logic. One of the challenges for any business is to spark emotions in a customer and connect those emotions to the product. The easiest way to do this is to show off evidence of satisfied customers. Preferably multimedia content like photographs or video. The customer needs to be initially impressed with the quality of the product. Their purchase needs to be justified for them. Selling a low-quality offering will lead to negative reviews. This will ultimately result in mistrust in the brand and low credibility in the relevant marketplace. Test the quality of your product from all aspects. Gather customer feedback and utilize it to constantly improve upon it. Before anything, identify your target audience and find the best blueprint to solve their needs and wants.
These basic principles can work instantly and over the long run. The key is consistency and not sitting on your laurels. Apply them early and constantly build upon what you have accomplished.