According to the explanatory dictionary of Ozhegov, trust is confidence in someone’s honesty, sincerity and correctness. Consumer confidence in a brand is based on several key factors:
- quality products
- ethical production
- honest communication
- good reputation
Building a website for your project is a great start to building long-term relationships with your customers. Here you can talk about brand values, team and work processes. Building a loyal community is impossible without customer trust. We will tell you how to get it and save it further.
What is brand credibility?
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People interact with different brands every day: they set the alarm clock on the phone of a certain manufacturer, press the button of a certain coffee machine and add a certain brand of milk to their Americano – you can go on and on. When you first tried these brands, you trusted advertisements, packaging, online reviews, or the advice of friends. You bought that same milk for the second and third time because it did not disappoint you the first time. Then you continued to buy it because so far everything has been excellent – it is tasty, natural and turns sour in exactly two days, as befits fresh milk without any questionable additives.
If the example with milk seems too common, then let’s turn to the appendices. What maps do you use to find out the way – google or Yandex? Most likely, only one of two – because you escaped a long traffic jam several times or found the right entrance the first time. Now you know that these recommendations can be trusted.
This is how brand trust is built. It reflects how the company delivers on its promises and meets your customer’s expectations.
Why is brand credibility important?
As with any relationship, trust is the key to success. It is better to spend time and effort building a reputation and a loyal community than constantly investing in aggressive advertising and marketing, which were last effective 20 years ago. What gives consumer confidence:
Increase the audience. Word of mouth has worked, works and will work – the more people share your values, the more likely they will recommend you to their friends. This leads to the next point.
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Conversion. Customers who trust you will not only bring friends – they will buy again. This increases income and shows that the business is growing and solving the problems of buyers.
Brand ambassadors. The most loyal and devoted customers. They love and appreciate your business. They will defend him on social media, referral forums, and conversations with friends. Don’t let them down.
User Content. It is also UGC – user-generated content. It is free, most often loyal, but most importantly – an effective form of marketing. UGC replaces advice from friends and helps you buy. By posting customer content, you show that their opinion matters to you.
How to increase brand credibility
Conscientiousness, sincerity, and correctness are the three pillars on which the loyalty of consumers to the company rests. Here are five tips to help you build long-lasting customer relationships:
Share your values. Shared views unite – share what is behind your logo, why you believe in what you do, and why you need to stay true to your beliefs.
Be honest. Inform customers about return options, shipping costs, and other important conditions. Try to answer possible questions in advance on the website, on the product card, on the payment page or in the FAQ section.
Simplify navigation on the website or in the mobile application. Make the buying process simple, straightforward and fast. Add a quick checkout button, cart widget and wishlist. A responsive site that is easy to use from a mobile phone will add customer loyalty.
Share your knowledge. And more – tell customers about your successes and failures, workflows, news, and publish reviews. You can create a blog or share content on your brand’s social media.
Work with the negative. Unhappy customers and angry reviews happen to all businesses. Sometimes it may not be your fault, but it is better to understand the situation and apologize than to ignore the client’s comment and let them go to third-party reviews.
Motivate and reward. Show users that every review, comment, photo, or tag matters. Arrange surveys, contests, give re-purchase promotional codes and engage customers in brand communication.
Use analytics. Follow the actions of buyers on the site to make it even more convenient. Send email newsletters and optimize ad campaigns. Data is the power that will help improve sales and increase customer confidence.