Rock Content Editor
Apr 2, 21 | 14 min read
brand trust
Reading time: 12 minutes
There's a reason why brand awareness and brand trust are so important across every industry.
A brand's essence tells consumers what they can expect from a product and, based on this perception, they are or are not interested in making a purchase.
When considering making a purchase, 81% of users think directly about the brand and evaluate the reasons for purchasing or not purchasing the product.
Brand trust then becomes a crucial point in driving sales, influencing consumers of all income levels, ages, geographic locations and genders.
Some of the factors driving this positive perception are the experience with using the product and the digital focus on services, among many others.
Here, we will delve much deeper into the interesting topic of brand trust, addressing the following points:
What is brand trust?
Why is brand trust important for successful companies?
What are the pillars of brand trust?
How can I increase brand trust?
Some steps to follow to build brand trust
Brands that are doing it right
More work to build brands
What is brand trust?
It is more than just the confidence that the product will be a good investment. It also encompasses the entire experience that the customer has with the brand, from the moment they begin to value it as a commercial alternative to the use of the service or item purchased.
There are three main factors that are important in building brand trust :
be open and honest;
be inclusive and respectful;
be able to identify with customers.
Brands that develop these three factors list of sri lanka consumer email more strongly obtain better results than their competitors when it comes to creating value and building a perception of credibility.
For consumers, trusting a brand is synonymous with a good purchase and makes it easier to choose among the many alternatives on the market.
Today's public is increasingly concerned about the behavior of companies, demanding a responsible approach aligned with their values, which has a great weight on brand trust.
For now, there is an opportunity to gain trust by engaging in positive action , but that only happens when the public sees those measures as genuine and truly altruistic.
The brand needs to have empathy and sincerity for social responsibility actions to be credible. And the company must be consistent with these values to build a valuable reputation.
Another important point for the user is the way in which their data is used. Privacy and transparency are factors that are valued positively in the experience with the brand.
For this reason, brands need to have a clear privacy policy and mechanisms that guarantee optimal information management.
Why is brand trust important for successful companies?
Brand trust has always been part of a brand’s story. The amount of trust a brand can earn has long been associated with its success in the marketplace.
One of the differences today is that people can spread their impressions and experiences far and wide with the help of the Internet .
Potential customers have the opportunity to check online reviews of a product or the brand itself and see what others have to say about their purchase.
This made it more important than ever to create a good customer experience so that brand trust does not fall to the ground due to negative online reviews.
Today's consumers have much higher expectations of the brands they choose, and their overall level of trust depends on a number of factors beyond whether the product works well for them.
When a consumer trusts a company, they are 53% likely to try its newest products , which translates into new and better sales. Among brands where there is no trust, only about 25% are likely to accept their new business proposals.
When they trust a brand, users are more than twice as likely to be loyal to it and also advocate for it to others.
Consumers are moving away from the marketing tactics that have been the norm for decades and are now relying on social media and other everyday users to decide what to buy.
In fact, getting feedback from other consumers is so important to shoppers that, on average, they need to read 100 reviews before they feel confident enough to purchase a product online .
Earning these positive reviews through quality and customer experience is extremely important in today's market.
What are the pillars of brand trust?
In any relationship, trust is the cornerstone of success. So, what are the key elements to building brand trust with your audience? Let’s take a look!
First pillar: perceived capacity
Is your brand capable of delivering what it promises? That's the question your audience will be asking themselves. Are what you say and what you do aligned?
By reassuring your audience through the actions you take, you will build trust and begin to become a recommended brand.
Social proof or reviews will also help you build credibility, just remember not to over-promise or under-deliver.
