When it comes to generating leads and making sales, one of the most important elements is the ability to build trust and rapport with potential customers. This is tough enough at a brick-and-mortar store, but when you’re selling your products and services online, as most of our clients do, things can get much more complex, and more difficult.
When you meet a prospect in person, it’s simple and straightforward. You shake hands, strike up a conversation and build a connection. But the world of online sales is a whole different ballgame.
Oftentimes, you’re doing business with strangers who have never met you, so naturally, they’re going to have doubts about who you are, if you can create the results they’re looking for, and whether you’re specialized enough to understand their needs. Moreover, online consumers crave more connection and authenticity from companies they do business with, and they tend to expect more from you in general.
But consumers’ lack of trust goes beyond how they feel about online retailers. According to the 2022 Edelman Trust Barometer, at least in North America, trust in business is declining. Compared to Edelman’s survey from last year, U.S. consumers’ trust in business went down by five points, with only 49 per cent of American respondents saying they trust businesses to do what is right. At the same time, Canadian consumers’ trust in business went down by two points, with only 54 per cent saying they trust businesses to do the right thing. Aside from consumers’ trust in business, it’s also important to consider how they feel about the brands they trust.
In a survey from Salsify, nearly 90 per cent of respondents said they’re willing to pay more for a product or service if it comes from a brand they trust. And in a survey from PwC, more than a third of respondents said brand trust is one of their top three reasons for deciding to do business with a particular retailer, and 14 per cent cited brand trust as their number one reason, other than price. So, if you want to gain more leads, make more sales, and make a good impression on potential customers, your business has to become a trusted brand. Otherwise, consumers, who are already unlikely to trust you, are going to think twice about buying anything from you. So, if you’re wondering how to increase brand credibility, or looking for ways to build consumer trust, then you should definitely keep reading.
In this article, I’m going to explain three methods for helping your business become a trusted brand. Otherwise, consumers, who are already unlikely to trust you, are going to think twice about buying anything from you. So, if you’re wondering how to increase brand credibility, or looking for ways to build consumer trust, then you should definitely keep reading.
What Makes a Brand Trustworthy?
Your brand is the heart of your business. It’s the main thing that distinguishes you in the marketplace, differentiating you from a sea of competitors. Ideally, your branding will create an emotional connection with potential customers, and if it’s done right, it can turn regular customers into raving fans.
But what makes a brand trustworthy? Truth be told, there are countless aspects that contribute to consumers’ perception of whether a brand is trustworthy or not. But for the purposes of this article, I’m going to focus on a few factors that I feel are most important for ensuring your business can become a trusted brand.
Why Brand Consistency (or Lack Thereof) Can Make or Break the Success of Your Business
One of the most vital aspects of effective branding is consistency. Without a consistent brand, you’re going to find it difficult to differentiate yourself from the competition, while running the risk of alienating your customers, and your credibility could take a hit, as well. So, if you’re looking to learn how to maintain consistent branding, then this article is for you. It explains what brand consistency is and why it’s so important, offers some simple tips to help you keep your branding consistent, and explores some of the most epic fails of inconsistent branding.
Keep reading on our website.
1. Position Yourself as an Authority Being a dentist in your hometown puts you in the same boat as all the other dentists in your area. But what if you’re the top holistic dentist who uses all-natural products and runs a “green” dentistry practice? That brand may attract clients from all around the country, instead of just your hometown, and it can make you look like an authority in your specific niche, especially if no one else is doing what you do.
That being said, if you want to leverage the trust that comes with being perceived as an authority in your industry, then you’ve got to flex your authoritative muscle. Explain what makes your products or services different, accentuate your strengths, and claim your title. If you’re not the best, you can be the first, the biggest, or the number one trusted choice.
Find a way to set yourself apart as the top dog in your industry, even if it’s just in the holistic, all-natural, “green” dentistry niche. Then constantly read, learn, and grow to keep your leading edge, and share what you’ve learned with your following, so they’ll never forget how authoritative you truly are.
Bottom line – when consumers see you as an authority, they’ll seek you out.
2. Provide a Great Digital Shelf Experience When consumers are looking for a trustworthy brand to purchase from online, one of their main considerations is the experience they’ll have with a retailer’s digital shelf.
But what is a digital shelf?
Well, it’s basically the online equivalent of what you’d find on a shelf in a brick-and-mortar store.
At a physical location, the product packaging will contain most, if not all of the necessary information, but there may be other elements to this, as well, such as in-store displays.
But when it comes to online shopping, where people can’t actually handle your products, consumers expect to find a lot more information on that shelf. This includes things like images of the products, ratings, reviews, instruction manuals, and other info about the product, such as sizing, ingredients, and materials. If you don’t offer this kind of information in your online store, it’s going to annoy shoppers, and it can make potential customers suspicious of the quality of your products or services.
In the Salsify survey I mentioned above, 45 per cent of respondents said one of the top three reasons why they trust a product online is that its digital shelf contains detailed product descriptions and high-quality images. And nearly a third of respondents said that the number one reason they choose not to buy a product online is that not enough information or details are provided.
So, if you’re selling your products and services online, make sure to give consumers what they want by providing ample information about your offerings. If you don’t, consumers will be lacking the information they need, and it might look like you’ve got something to hide, all of which will inevitably erode the trust potential customers have in your brand.
3. Put a Focus on Transparency If you want your brand to be seen as trustworthy, you’ve got to be open and honest. Any indication that you’ve got something to hide, or are withholding information from potential customers is going to look really bad, and it’s certainly not going to inspire trust.
A survey from Label Insight drives home just how important transparency is to consumers. The survey found that 73 per cent of respondents would be willing to pay more for a product if it “offers complete transparency in all attributes,” and a whopping 94 per cent said they’re “likely to be loyal to a brand that offers complete transparency.”
One of the best examples of transparency, in terms of the work we’ve done for clients, is Vancouver-based medical spa, Deez Skin Rejù & Pain Clinic.
How does Deez Skin Rejù show that transparency?
Well, for one thing, many of this business’ offerings carry the risk of side effects, and we like to shine a light on that when creating many of this brand’s marketing materials. Some might shy away from doing this sort of thing, as they might think it could scare off potential customers. But in my experience, it actually makes consumers more likely to do business with you, as it shows you care and reassures them you’ve got nothing to hide.
For instance, in a recent blog post we published for Deez Skin Rejù on vampire facials and vampire facelifts, which are two of the treatments they offer. Aside from the written explanations the blog contains, anyone who looks at this post will also be able to see exactly what the procedure entails, no matter how off-putting it might be. In addition, the blog contains a list of not just the mild, common side effects of this procedure, but also the rare, severe ones, and cautions the reader of the reasons why they may want to avoid getting this treatment.
Another example of this on Deez Skin Rejù’s website is the before and after photos of the treatments.
This is a pretty common thing, and it’s nothing mind-blowing, but if you work in this industry and you want to be seen as trustworthy and transparent, it’s incredibly important. The owner of Deez Skin Rejù, Dr. Dheshnie Thangavelu, takes these unretouched before and after photos of people whom she’s treated. Some of the transformations aren’t even this impressive, but the photos are still published on her website for all to see, giving potential customers a realistic idea of what to expect. Putting in this extra effort to document what she does shows that Dr. Dheshnie is very proud of her work and is fully transparent about the results she delivers for clients.
Are you at a loss for how to exude trust in your marketing and become a trusted brand? We’ve spent the last 20 years helping business owners to build their brands from the ground up. Contact us today to find out how we can help you ensure your brand is seen as trustworthy.
Product Reviews
No Reviews For This Product.
