Top 3 ways to build brand trust in your business
By Val | 28 Aug 2023
In today’s competitive market, trust holds a significant value, capable of either making or breaking a brand’s success. For small and medium-sized businesses, establishing and nurturing trust in their brand isn’t just an idea; it’s a crucial aspect for long-term growth and sustainability. In this post, we will delve into the top three strategies that your business can adopt to develop and enhance trust in your brand. By doing so, your business can solidify its position in the market and become a leader in your industry.
But first things first…
What is a Brand?
And here I’m going to use the information from the book “The Brand Gap” (Neumeier, Marty 2021). The brand isn’t the logo; the logo is just a trademark or one of the elements of visual identity, which in turn is one of the elements of the brand.
“Brand is not what you say it is, it’s what they say it is.”
— Marty Neumeier, author of The Brand Gap
And that’s why we’re going to tell you how to build a brand that your audience feels and that aligns with what you feel about your brand.
How to build brand trust
1. Be authentic and stick to your values
In a world overflowing with choices, consumers are drawn towards brands that exhibit authenticity and a strong set of values. Authenticity leads to familiarity and relatability, which ultimately foster trust. This means that not everyone will share your exact values, and that’s okay. Just like in life, we connect with those who share our beliefs 💕.
It’s essential to not only follow trends but also genuinely practice what you believe in. For instance, claiming your brand is sustainable or eco-friendly just because current consumers value these attributes, without implementing actions that genuinely benefit the planet, results in a lack of authenticity. The key is to maintain consistency between what you say and what you do. Seek values that can be demonstrated at every customer touchpoint: social media, packaging, physical stores, delivery, etc.
For example, at Picaron Studio, our values are:
- Proud of who we are: As part of the Latino and LGBTQI+ community, we’re here to help our community and everyone who celebrates diversity. We empower our clients to express their authentic selves through our designs.
- We believe there’s no right age or background to do what you love: We pursued different careers, worked various jobs, and at the age of 30, we founded Picaron Studio, making a career change. This is because one doesn’t truly start from scratch; skills accumulate over the years.
- Giving back to our community: Whether through volunteering, free content and tools, knowledge-sharing events, or hiring talented individuals regardless of their background, we strive to contribute to a better community.
Also, transparency is crucial for authenticity. Communicate openly about your business practices, sourcing methods, and challenges faced. Admitting mistakes and taking responsibility shows humility and a commitment to improvement, further strengthening trust among customers.
2. Use design to encourage trust
The visual appeal of your brand significantly influences how customers perceive and trust your business. Design isn’t just about looks; it shows professionalism, consistency, and reliability.
If you can invest in a properly made Brand Design, which involves researching competition, audience, and more beforehand, along with a website that tells your brand’s story and experience, please do not doubt for even a second!. A customised, user-friendly website not only simplifies navigation but also shows that you value your customers’ time and experience (If you want to have a look of 5 things every successful website needs click here). Incorporate elements that align with your brand’s values and narrative. If your brand values tradition, opt for classic design elements; if innovation is your focus, choose a modern and cutting-edge design.
Consistency across all touchpoints is vital as well. Whether on social media channels, packaging, or marketing materials, maintaining a consistent design language reinforces brand recognition and instills confidence in your audience.
Here’s an example of one of the recent brands we designed, along with their website, all in harmony with how we wanted to connect with their audience.
3. Get social proof of your products and services
In the digital age, the opinions of our customers carry significant weight. Potential buyers often seek validation from others who’ve already experienced your products or services. This is where social proof comes into play.
Encourage customer reviews and testimonials. Positive feedback acts as a strong endorsement of your brand’s credibility. Ensure these testimonials are prominently displayed on your website and social media.
Be active on social media. Respond to customer comments, both positive and negative, with professionalism and empathy. Demonstrating that you value customer feedback and are committed to resolving issues speaks volumes about your brand’s dedication to customer satisfaction.
Remember, it’s all about the customer. Put yourself in their shoes and think about your own routine for making a purchase. Do you rely on recommendations? Do you search online? Do you check for a website? Do you consider their social media activity? There’s your answer.
Actionable plan to build brand trust in your business
- Define your values, what your brand aims to reflect, and how you want it to be positioned.
- If you don’t have a strong visual identity, begin by describing your ideal customer, evaluating your competitors. In conjunction with the first point, establish the colours and typography that will represent your brand. Utilise Canva to craft social media templates (for both posts and cover images for reels and stories) that can be easily adjusted and reused, ensuring a consistent and harmonious feed.
- If you haven’t done so already, create a Google MyBusiness account and start gathering testimonials for your products or services.
Looking ahead, you can delve into each point with more detail. For instance, strive for greater consistency on social media, rooted in your values or core principles, to establish yourself as a leader in your industry. Remember that many businesses come and go; the key lies in pursuing your passion and maintaining alignment with your value proposition over time. You might also consider rebranding or start building your website.
Until the next post!