What is most valuable to a brand? Logos? Packaging Products? Media campaign? In fact, it is the customer’s trust in the brand itself.
What does a meaningful logo, a large-scale communication campaign, an eye-catching packaging system mean when customers no longer trust what the business says? Therefore, brand trust is one of the most valuable assets for any brand in the world. Want to develop a brand, first gain the trust of customers.
In the article below, Malu wants you to have more insight into brand trust , the importance of building trust with customers, and 7 steps to help your brand build credibility in the eyes of customers. the “king” of the market.
1. What is Brand Trust?
Brand Trust is a concept in marketing, used to refer to customers’ views and expectations about the product / service that the business is providing. Broadly speaking, brand trust represents customers’ trust in an enterprise: product quality, social responsibility , corporate core values committed to contributing to the community, etc.
For example:
Brand Trust of customers with Netflix is: When they sign up to use the service, they will have moments of entertainment and relaxation next to a huge, quality movie store, up to thousands of titles of all genres.
For Google, they believe that this brand brings the best value to the Internet user community: honest information, coming from many sources, without distortion. Users can use Google with peace of mind, because they believe that their personal data is safe and not compromised.
2. Importance of Brand Trust
Brand Trust greatly determines the consumer behavior and use of products / services of customers:
Brand Trust has a great influence on the buying behavior of customers
According to a survey from Marketing Charts , up to 69% of customers in Canada, and 57% in the UK say that trust is the decisive factor that makes them spend their money to buy products.
In a world where customers are lost in the maze of the brand matrix, there are too many choices they have to make in one day: What to eat? Of which brand? Which labels guarantee food safety?… Emotional decisions are essential for them to make the final decision.
People are more and more interested in their community
In a developed society, when basic personal pursuits such as eating well and sleeping enough have been met, people begin to pay attention to larger, more important issues related to the community. around.
As in the past few days, Vietnamese people were buzzing with the news that Hanoi and Ho Chi Minh City entered the top of the world’s most polluted cities. People’s attention is focused on figuring out why the city they love has such bad air quality.
If the cause comes from a food factory of company A, no matter how delicious the products they distribute, how cheap they are, this business will surely be boycotted by people. Even customers from areas not only affected by smog, they will also respond. Because people are more and more interested in issues that affect and affect the community around them.
>>> What is Ethical Marketing? Ethical Concepts in Business
3. 6 steps to help your brand build trust from customers
That’s important, but the problem of customer trust with brands is more serious than ever. According to a survey by Edelman , the leading US consulting group, only 48% of Americans expressed their trust in businesses (in 2018).
The problem for businesses is how to build and improve customer trust in them. The following 6-step process will definitely help you a lot:
#1: Define goals, and find ways to measure them
You definitely want to know what your customers say about you. Do you want customers to recommend your products/services to their relatives and friends? Who are the loyal customers ?
Find out the status of your own brand trust, find tools to measure them.
You can use Google Alerts to find out what your customers and the public are thinking about you. For each reminder, you will receive an email notification from Google.
Also, depending on your business, you can collect customer reviews from different sources, like social media platforms, Google Business, Foody, Tiki, Shopee or Lazada.
You can also ask for views directly from customers through specialized tools, like Survey Monkey , do market research – survey customers, find out customer satisfaction with products/services …
#2: Choose the right business representative
The person representing your business plays an intimate role for customers to place their trust in. Even if your business is in crisis, there is a way to change its fortunes, if the agent handles the situation well and takes steps to reassure the customer.
Of course, you must choose a representative, so that this person has similarities in terms of personality, speech, and behavior with the target audience. The representative can be the CEO of the company, or a famous influencer, KOI…
>>> Personal Branding – 3 Steps to Building a Personal Brand
#3: Convey the message honestly
Honesty is always the premise for all trust. Customers are now too smart to know what is flattery and what is truth.
By delivering honest messages in your mission, vision , core values, or in communication campaigns, you have the opportunity to build a good relationship with your customers, thereby building trust in customers.
There is a great way you can convey honest messages, which is to incorporate them into a real story. Nike has been very successful in this strategy.
In its media campaign, Nike does not directly advertise the products they are offering. They tell the story of Rory McIlroy – a famous golfer in the United States. The story goes from when Rory was just a boy who loved the sport of golf, until he became a famous athlete, and had the opportunity to meet Tiger Woods in person in real life.
What Nike wants to convey here follows the slogan that they have been associated with for decades: Just Do It .
>>> What is Brand Story? Steps to Telling a Compelling Brand Story
#4: Build a good customer experience
Customer experience is what helps build relationships between businesses and shoppers.
It is like the journey of two strangers to each other. If both of them treat each other well during the trip, they will become close friends and stick together. Otherwise, that relationship will end as soon as the trip ends.
According to a study by PwC, 73% of customers believe that the experience when using a product is the most important factor, determining their future purchase behavior.
>>> What is Experiential Marketing? 10 Creative Campaigns That Can’t Be Ignored
#5: Focus on relationships, not conversions
Businesses are often very interested in seeing, how to convert from leads to sales, from potential users to customers, and optimize revenue.
However, according to a survey by Wunderman Thompson agency, 56% of customers will be loyal to businesses that take the time to care about their needs and wants.
That is, sales and conversions alone are not enough, businesses need to build relationships with customers like friends, understand all thoughts, aspirations and be ready to meet the needs of friends. me.
Building customer trust is also one of the effective ways to retain customers and use the product many times in the future.
#6: Give persuasive arguments
According to research by Reach Solutions , 58% of customers feel skeptical about the data businesses provide about their products. Unless, the business presents really convincing arguments.
This sounds difficult to do, but the solution is actually not too difficult. You can provide evidence, objective scientific basis, or independent research from 3rd parties. Openly communicate with customers through touch points, their trust in you is also increasing day by day.
> Emotional Branding – How to build an emotional brand
summary
Brand Trust is one of the important factors to build and develop a brand in the 4.0 revolution era.
The most important factor determining customer trust is how you build relationships with customers, understand their thoughts, aspirations and meet their needs.
Building Brand Trust is not a simple thing, but ignoring this aspect is even more dangerous. If you follow the steps Malu mentioned above, your customers will choose you out of the many competitors out there. If they maintain trust, they will definitely become “best friends” with your brand.
