A trusted brand has a loyal clientele, benefits from repeat purchases, and can withstand competition and crisis. How to build brand trust? And how to maintain it in the long term? Get inspired by tips from our daily practice.
When the elite SEALS team, the best organization in the world, selects new members, they often prioritize credibility over performance. Why is that? Because if people don't trust you, you're in trouble, even if you promise blue sky.
Even the customer has to trust that the brand will satisfy them in the way it promised. They'll reward it with loyalty, repeat purchases, reviews and referrals to their family or friends.
Brand trust is essential for the success of any company, especially for high-risk sectors (healthcare, security systems, etc.). At Brand Testing Club, we work with it every day. In our time, we have come up with several practical ways that help build and maintain brand trust.
Today we will introduce you to them.
Brand authenticity is an essential element of credibility. It's not a perfect slogan or benefits. People care most about who you are.
For the vast majority of customers, customer support is synonymous with brand appeal and credibility. You'll only verify a company's capabilities when you're solving a problem. Is the process efficient or am I waiting hours on hold? A satisfying experience increases positive reviews by 77%.
Racism, global warming, caring for the environment. 81% of customers want companies to take action, 71% will lose trust forever if a brand prioritises its profits, more than half are willing to actively boycott a brand.
People are losing trust in institutions. But they still trust their environment. Up to 92% of people will give personal recommendations, especially from loved ones. 87% of shoppers actively seek online reviews, and for 93% of them they are a deciding factor in their purchase.
A large number of positive reviews is the best insurance of a brand's credibility. Unfortunately, getting quality web reviews is not easy. They are often too short, flawed, off-topic or downright fake.
Fortunately, you're not alone. Quality objective reviews from Brand Testing Club will positively impact your brand's word of mouth and ratings on community sites. They build long-term relationships, community and trust.