Consumers today are more informed than ever before. They aren’t just interested in knowing about your product—they also want to understand what your brand stands for, who uses it, and how trustworthy it is.
If you want your company to succeed in the digital age, you need to make sure that everyone who sees your brand understands its value proposition, trustworthiness, and reliability.
Trust is the new black for brands in the 21st century—and the sooner you accept that the better off you’ll be.
Why Is Trust So Important For Brands?
Consumers aren’t rushing to blindly buy products anymore. On the contrary, many people are cautious and skeptical.
They want to know that the products they buy align with their values, solve a genuine problem, and are being produced in a sustainable way.
They want to know that the products they use from food to household products to clothing are safe and free of chemicals or other harmful ingredients.
They want to know that the products they buy are actually useful and don’t just make promises that can’t be kept.
And they want to know that their products are actually trusted brands. This all makes sense. Why would consumers trust a brand that does none of these things?
If a product doesn’t solve a genuine problem for potential customers, then what’s the point? If a brand is unsustainable, then there’s no reason to continue buying from it.
And if a company isn’t trustworthy, then why would consumers trust it at all?
Communicating The Value of Your Brand
In the same way that people feel a sense of security when they know their grocery store is trustworthy, they also feel comfortable knowing what your brand stands for.
This is where brand communication comes in. How are you communicating the value of your brand? This is the most important question you can answer when trying to build trust with your customers.
Who are you, and what are you doing? This can be as simple as “We make vegan chocolate bars.” Or as in-depth as “We conduct our activities in a way that’s both ethical and sustainable.”
What are your core values? These are the values that make up your “brand DNA.” They define your company and what it stands for.
What makes your brand unique? What makes it better than the rest of the products out there?
When people buy from your brand, what do they get? Is it quality, price, speed, ease of use, etc.?
How frequently do you communicate with your target audience? How often do you re-engage with your fans and customers?
How convenient do you make it for your customers to buy from you?
How do you deal with complaints and issues?
How to Assure Customer Trust in Your Brand
Every brand relies on the trust of its customers. And every time a potential customer receives a product from a brand, they’re putting their trust in that brand.
This means that brands need to ensure that this trust is earned. This isn’t something that happens overnight it takes consistency and patience. But the best brands are patient with themselves and are also patient with their customers.
Be authentic: This is the most important thing you can do to assure trust in your brand. People don’t want to be sold to. They want to be engaged with. They want to truly understand how your brand and products align. And they want to be able to trust that they’re getting quality and value from that engagement.
Be consistent: Consistency is huge. Consumers want to know that what you say is actually what you do. For example, if “X is our number one priority” is part of your brand’s core values that should show up in all your marketing material. If it doesn’t, you’re not demonstrating that your brand is prioritizing those things.
Be transparent: Transparency is a huge part of building trust in your brand. Customers want to know that you’re actually doing what you say you’re doing. If a product you sell is made in a factory that uses harmful chemicals, then you need to say that. If a customer service representative is actually a representative, then you need to say that.
Be honest: Honesty is key. Whether it’s about the quality of your products or your prices, don’t lie to your customers. The minute you start doing that, it’ll be obvious to them.
Ensure Transparency and Honesty with Consumers
Building trust in your brand starts with ensuring transparency and honesty with your target audience. How do you ensure this?
You start by listening to your customers. You start by truly understanding their problems and how your products can solve them.
And you start by truly demonstrating that you trust your customers.
Listen to your target audience: One of the best ways to ensure transparency and honesty with your customers is to truly listen to them.
Understand their problems: Once you’ve truly listened to your customers, the next step is to understand their problems. What are the problems that your products can solve for them?
Demonstrate that you trust your customers: We’ve discussed this before. Trust is built through consistently demonstrating that you trust your customers.
Your brand needs to be visible and trusted by its customers in order to survive in the digital age.
And one of the best ways to do this is by communicating your brand’s values, uniqueness, quality, and trustworthiness.
You also need to ensure that you’re consistent, transparent, and honest with your customers.
The better you are at these three things, the more likely it is that your brand will survive in the digital age.