Without fail, prospective buyers will need to trust your brand if they're to buy from you.
Trust serves as the cornerstone for customer relationships and can greatly impact a brand's reputation and success. Several strategies are emerging that help companies build trust with prospective customers. I share four tips that can empower brands to create a positive impression and foster lasting trust with their target audience.
1. Transparent Communication
Transparency can be a great enabler for building trust with customers.
This is especially true when it comes to serving customers online. According to a survey conducted in 2022 among global consumers who made online purchases in the previous six months, 60% emphasized the significance of trustworthiness and transparency as the foremost qualities of a brand. The finding surpassed all other traits, highlighting the pivotal role that honesty plays in shaping consumer perceptions.
So what does this mean for your company?
Don’t make promises you can’t keep, ensure your marketing isn’t misleading, and hold yourself to guarantees of your sales copy. But transparent communication extends beyond marketing messages. It encompasses providing clear and concise terms and conditions, return policies, and privacy statements. And transparency is especially important when dealing with product recalls.
2. Unparalleled Customer Service
One of the most important ways to foster a deep sense of trust with your consumers is by offering top-notch customer service. Not only is it the most immediate forum for interactions between both parties, but it also creates the best opportunity for a business to demonstrate its value and validity.
Exceptional customer service exemplifies compassion, a dedication to customer needs, and a strong sense of accountability. It reflects your company's genuine concern for its customers, ensuring a patient and dependable approach to addressing any challenges they may encounter with your product or service.
Taking things a step further, brands can invest in technologies such as live chat, chatbots, or self-service portals to provide quick and accessible support. Additionally, actively seeking feedback and incorporating customer suggestions into the brand's operations conveys a genuine desire to improve and provide the best possible experience.
The goal is to let your consumers know that they’re in good hands should they run into trouble. That, in and of itself, forms the fundamental basis of trust.
3. Authenticity and Consistency
Regardless of industry, brands should always strive to showcase their unique identity and values consistently across all touch-points, as doing so creates a bond with prospective customers.
Jim Reimann, founder and president of Nextrition, expressed how he’s experienced lasting success through being true to himself, as well as his brand’s values: “When you are authentic, people can sense it. They’re more likely to trust you, because they know you're not hiding anything or trying to manipulate them.”
Continues Reimann, “Authenticity and consistency are important in the dog food industry. Many pet parents believe large kibble manufacturers care more about profits than the health of their pets. These companies often use colorful marketing claims and packaging to give the impression their food contains more key ingredients than they do. I’m committed to nutritious meals. My current customers know it. And because of it, it’s easier to build trust with future customers, too.”
Concludes Reimann, “I’ve seen authenticity and consistency work across all industries.”
Over time, staying true to your brand promise and ensuring consistency across all messaging and actions will foster a loyal consumer base, as well as attract new buyers who align with your values.
4. Social Proof and Testimonials
Prospective buyers often seek reassurance from others who have had positive experiences with a company. When it comes to believing your brand versus a review from a customer, a potential buyer will likely trust fellow customers.
Fortunately, this presents an opportunity for you to showcase and amplify the positive experiences of satisfied customers by actively seeking reviews and sharing testimonials. Whether it be through online platforms or traditional marketing materials, brands should actively encourage satisfied customers to share their experiences.
Moreover, brands can also collaborate with influencers or industry experts to endorse their products or services. This association helps create credibility and trust, especially among target audiences who respect and trust these influencers' opinions.
Keep in mind that the majority of customers approach sharing their input without any ulterior motives or vested interests. Recognizing this, when brands tap into their customers' credibility, they can cultivate trust among their target audience who understands and appreciates a genuine perspective.
The Bottom Line
Trust isn’t something that can be built overnight. But by adopting transparent communication practices, staying authentic and consistent, leveraging social proof, and providing top-notch customer service, brands can foster trust and differentiate themselves in a competitive marketplace.
