5 Ways to Build Brand Trust
People spend money with brands they trust. The level of trust that people have for your brand is reflective of the level of dedication that YOU have to your brand. Most people are not likely to purchase a product or service upon their first introduction to it. Many people (including myself) have come across a product or service numerous times or contemplated on the purchasing of it, before they bought into it. The type of people who will see the value of your product(s) or service(s) upon their first visit to your website, are very far and few in between, and even those people will spend a few minutes browsing your website before they do. Most likely, if a person makes a purchase on their first visit to your website, that person was already actively looking for what you offer and had minimal options to choose from, opposed to it being introduced to them for consideration (this is where having a niche is to your advantage). This is why large corporations put millions of dollars into advertisement, in order to expose their product(s), or service(s) to people through various outlets. If a person comes across an ad for your business through various channels, you begin to build a relationship between them and your brand and they begin to build a perception of it, which could lead to them building trust for it. People want to know that a product or service is valuable, long-lasting, and trustworthy before they purchase it. In my last article, I wrote about ways to increase awareness for your brand. These same practices will also increase people's trust for it. But, building awareness for your brand is not simply enough to generate revenue or sponsorship. If you want to not only attract people to your products/services, but convert them into buyers, then you may want to consider incorporating the following things into your business model.
1. Attractive Logo
Your logo is usually the first thing people notice. When people look at a logo, they see certain characteristics. They begin to formulate a perception of your brand's nature and value. So, not only does your logo need to be attractive, but it also needs to relevantly reflect the nature and value of your brand. Your logo should be a transparent, high resolution image, so that it can be used for printing.
2. Uniquely Relevant Brand Name
Of course, before you can have a logo designed, you need a brand name. But, after a person has taken notice to your logo, the next thing they see is the name of your business. In addition to the appeal of your logo, the name of your business tells a person what the nature of your business is. You want your business name and logo to stand out and instantly tell people what your brand is about.
3. Mission, Vision, & Values Statements
When a person visits your website for the first time, they are being introduced to a new or unique concept. Having a business name and logo that attracts people and portrays to them what your brand is about, is not enough to build enough trust for your brand that encourages people to patronize it. But, conveying your mission, vision, and values gives people an in-depth look at the overall nature and value of your brand and should tell them everything they need to know when considering supporting your brand. Even though there are some people, depending on the products/services that you offer, who will purchase from a business without seeing your mission, vision, or values statement, conscious consumers will most likely not; and conscious consumers are most likely to become loyal patrons.
4. Motto or Slogan
Being that mission, vision, and values statements require a person's time and extended attention span, they may not be compelled to even read it, unless you have a motto or slogan that leads them to it. Your motto/slogan should not be any more than 1 or 2 sentences that concisely conveys your brand's mission, vision, and values.
Most people depend on word-of-mouth when it comes to doing just about anything, especially spending money. A person who has read reviews about your product(s) and/or service(s) is probably 3-5 times more likely to make a purchase, than if they never read or heard anything about your brand from someone else. After you have done the work to build attraction to your brand and have successfully built the awareness and trusting relationship that is required for someone to spend money with you, you should conduct surveys and/or collect testimonials to get their opinion of your brand. Not only does feedback have the potential to serve as a sales lead, it also gives you an idea of what you need to work on.
Never be afraid to re-brand. During the course of your journey as an entrepreneur, you may begin to develop new strengths and focuses, causing a shift in the nature of your business. It may come a time, where it is in your best interest to focus on your niche or specific interest or demand. Understanding your target demographic will guide your decisions about how to convey your brand and build trust for it.
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