How Brand Trust Changes the Way you Market your Business
When your audience meets your Brand for the first time, it’s like meeting another person.
Of course, it’s not 100% the same, but stay with me.
Our human nature instinctively requires us to dictate whether or not we feel safe enough to trust someone new. Like a person, your Brand represents the people who’ve created it - it’s all your audience has to base their primitive decision off of. They want to know if the people behind the Brand have good intentions, values, morals, integrity and character.
This decision can be the difference between forming lasting advocacy or short term acquisition.
(aka - a community of supporters who invest in and share your Brand with others, or a few people who invest in your business once or twice and never return.)
If your Brand can’t properly reveal to your audience that it’s trustworthy, that you’re trustworthy, they’ll move on.
“81% of consumers need to trust a brand to consider buying.”
Having a great product or service isn’t enough to form advocacy.
Brands who focus on their offerings, and how to best market them to the masses, often fail to see this bigger picture. Not to mention it’s absolutely exhausting.
See, when a Brand focuses on forming trust with their audience as a whole entity, their products or services then market themselves. Because, If your audience trusts your Brand, they’re more likely to trust your offering(s).
And it’s easier to create trust for 1 Brand, then for 50 products or 10 services (or whatever).
So how do you create Brand trust? Well … how do you create trust with other humans? 🙃
People look for authenticity. And not just with their eyes.
Your audience responds to your Brand with all human senses, and within all five categories of health:
physically, mentally, emotionally, socially and spiritually.
If a Brand says the people behind it care about helping others, they want to see it and know it.
They want to feel it.
They want to experience the physical validation and proof of it (from your offerings).
They want others to confirm the same experience of your Brand with them.
They want to experience your Brand on a deeper level and be a part of a greater mission.
And they want all of this consistently repeated to them from your Brand in a cohesive unified experience.
Start by addressing how your audience currently experiences your Brand (you’ll have to dive into some analytics for sure, but this comes mainly from reviews and high-performing content), and then decide if it’s aligned with your authenticity and the ways in which you want them to experience it.
You’ll know you’re starting to create more trust with your audience when newcomers invest in your business more from branded content than from marketing ads and promotional offers.
And that my friends is just the start.
Interested in forming more trust with your audience?
Schedule a chat with me to discuss how your Brand is being experienced, and learn how to move forward in a better direction.
