When people hear or use the word trust, they tend to only use it or see it in the context of a relationship of some sort, whether it’s a family, platonic, or romantic relationship… but rarely do you hear the word trust used in the same way with businesses. Why do you think that is?
The thing that people fail to realize is that trust plays a significant role in the overall success of a business. How? Well, when your customers and potential customers trust your brand, it’s a given that they’re more likely to buy from you and support your brand… by having their trust, that gives you the ability to raise your prices and turn those customers into loyal customers. Just know that none of that will happen until you’ve established trust in your brand.
It’s also important to understand that building trust doesn’t happen overnight, but you sure can destroy trust in the blink of an eye. In order to make your customers trust your brand, it’s going to require consistent interactions with them, a full and complete understanding of your buyer persona, and delivering on everything you said you would. Once you can implement all of that, customers will trust your brand and come to your business for whatever their needs are.
Don’t Be an Example
A wonderful example of establishing trust in a brand is the Domino’s Pizza Turnaround Campaign. Dating back to April 2009, a video of Domino’s employees doing unspeakable things to pizzas had gone viral. As soon as it hit the public, Domino’s public perception had plummeted and hit an all-time low. The company tried to do damage control by posting a YouTube video with CEO Patrick Doyle, saying it was a hoax but the reality was that those unspeakable things were really being done to customers’ pizzas.
At that point, the entire world knew of the Domino’s incident. Domino’s had a product that customers no longer wanted, a major food-safety scandal, and a crisis response team that handled the entire situation wrong from the very beginning but fortunately, the team did get their Turnaround Campaign right.
Next thing you know, Domino’s is running ads for customers to try their new and improved pizzas. They conducted a survey and listened to what customers had to say about their pizzas. “The pizza tastes like cardboard” and “the cheese is rubbery” are just a few of the negative comments that prompted their 2010 “Our Pizza Sucks” campaign, according to aaronallen.com.
Instead of running from their negative comments, they embraced them and made improvements and is now back to being one of the top pizza chains in the world. As you can see, Domino’s once had established trust in customers, lost it, and then worked extremely hard to gain it back.
The 4 Strategies to Establish Trust in Your Brand
As you already know, it takes time to establish trust in your brand but it also requires strategy. You can’t just tell potential customers that your products are great… you’re going to have to implement these four strategies.
1. Have a Trustworthy Site
In order for people to trust your brand and buy your products, they need to see that your site is trustworthy. Utilizing a website building platform like Shopify is a great way to establish trust in your brand.
Look at your site in its entirety. Is it aesthetically appealing? Is it user-friendly? How is the whitespace being used? If any of those things seem “off” to a visitor to your site, they’re going to immediately leave. If you have any ounce of doubt when answering those questions, it might be time to revamp your brand and use a totally different website builder.
Customers don’t always know if a site is secure or not but you can guarantee that if they visit your site and see a McAfee SECURE Trustmark, you’ll establish enough trust with them to make them feel safe enough to explore your site a little longer! Shopify has an app store where you can get a security seal and build or rebuild your site into a trustworthy site.
2. Be Accessible For Your Customers
Accessibility is a major part of building trust in your brand. With online stores, that means that people can visit your site whenever they want. A visitor might find interest in one of your products and submit a question about it but it’s 3 am. You don’t have to answer their question right then but you do need to make sure you answer their question in a timely manner; not doing so can make your brand appear as not being credible.
3. Have Quality Products
Your actual products are the “meat and potatoes” of your business. Businesses tend to miss the mark in this area because they talk a good game about their products but once the customer receives the products, it’s of poor quality. Promoting high-quality products and delivering low-quality products is one of the quickest ways to diminish trust in your brand and lose credibility.
When that happens, you can expect customer reviews to come next. What lots of people don’t realize is that online reviews can build trust or break trust. In fact, according to invespcro.com, 90% of customers read online reviews before they even take the time out to visit a site and over 85% of customers trust online reviews as if a close friend or family member gave them the recommendation!
So when selling your products, make sure you’re not falsely advertising. Make sure your products match the descriptions and the quality you’re portraying online… if not, it could do major damage to your brand.
4. Implement Consistency
Consistency is the thing that’s going to keep people coming back for more and it’s also thing that makes your brand recognizable. Just think, Burger King has consistently been known for charbroiled burgers and Chick-Fil-A has consistently been known for having the friendliest employees… Your brand can consistently be known for having high-quality products or be known for always delivering products on time…
Regardless of what you want your brand to be known for, if you are consistent with it, it will be embedded in the minds of your customers and they’ll just automatically associate your brand with the consistent experience they had.
Establishing trust puts running a business into perspective. As a business owner, you’re up against challenges that have the potential to do serious damage to your brand and that’s why it’s so important to make sure you have practices in place to protect your brand.
Finding the right business insurance policies for your company is going to help protect against losses and liabilities and then just overall being an honest brand is what’s going to build that trust in your brand. Success can be in your business’ future but first, work on your trust-building strategies and establish long-lasting relationships with your customers.