In a market where you have to work so hard to gain customer trust, what can you do to be a trusted brand?
According to the Gustavson Brand Trust Index, in 2020, brand trust fell to an all-time low.
But the following year, the same researchers discovered a feature that could help you bring back that belief: truth. There is a major relationship between brand authenticity and brand trust.
Although Gustavsson uses truth to talk about social responsibility, we argue that you can fully apply brand authenticity – show your customers your human side.
How can you make your brand more authentic to build trust with your customers? Let’s talk more about the importance of honesty and five ways you can enhance it for your brand.
The importance of authenticity
The authenticity of your brand can make your customers decide to buy or break. A survey of more than 1,500 consumers found that 90% think truth is important when deciding which brands to support.
Just as data-driven brand building helps you build a strong brand, so does truth-driven brand building. Use data to build your brand strategy, then find ways to make that strategy sound authentic.
Here are 5 ways to make your brand more authentic
Here are five effective strategies you can use to strengthen the authenticity of your brand.
Add social proof
You may not have seen us for the first time with the suggestion of using social proof in your marketing, and for good reason. This is one of the best ways to build trust in your brand.
Social proof is the proof shown to other customers like your brand. Think reviews, social media posts from clients, and case studies. These stamps of approval go a long way in building trust through truth.
After all, consumers at their level are more likely to trust a brand they don’t yet know. Social evidence gives your marketing a humane touch that breaks down barriers to trust.
Use social proof in your marketing where you can add authenticity. We are talking about websites, landing pages, social media posts – where you have a place to make sure for yourself.
Think of ways to get creative with your social proof, such as using descriptions of customer tweets to create a complete testimonial:
All the phrases in the quote came from the original tweets which you can read in the collection linked below They tell you to use the language of your customers in your marketing, and the details take that advice to the next level.
Share your story
Your story is what sets your business apart from your brand. Strong brands have a mission behind them, whether it’s something simple to make people happy or something ambitious to help the environment. Share what your brand has done and why you do it to build trust with your customers.
You’ll often find a brand’s story on their “About Us” page. See how Trade Coffee shares its mission and beliefs on its “Our Mission / About Us” page.
Now, here they add the truth: they go back to those principles in other parts of their marketing, like copying their home page.
Trade Coffee aims to sell fresh coffee from community rosters and show how those values affect customers on their home page. If you haven’t yet patted down your brand story, think about ways to connect your mission with the benefits your product offers to your customers.
Looking for more inspiration for your brand story? Try creating a strong value proposition first, then return that value proposition to your brand history.
Use real pictures
Stock images are often better than any image on a website, but they don’t show customers what your brand and product really are. They can’t beat the picture of the real thing.
Share real photos of your marketing team members, your products, and your customers. If you have space in your budget, hire a photographer for professional photography. Lack of money? Find the team member with the best phone camera, highlight an employee or product against a neutral background and press that button.
Bala sells footwear specifically designed for medical shifts for nurses. They use nurse feedback to create their products, and now they use pictures of actual nurses to market their products:
Look for people who make your brand unique and share their photos instead of photos of a stock model you’ve never seen.
In cases where you need to use stock photos, though, look for ones that look more natural than clearly posed ones. Natural looking stock photos are still a great way to enhance your marketing image
So far, we’ve talked about adding authenticity to your brand’s look, feel, and message. But, you also build your brand as you interact with your customers. The way you communicate influences your customers’ perceptions about your brand.
If you want to create a truly authentic brand, you need to practice what you promote and be transparent with your customers. Openness is key to any healthy relationship between you and your customers.
You’ve probably heard more about brands breaking this rule than when they follow it A brand makes a mistake and they accept it Forever To follow it or, worse, they say nothing about it.
Every brand makes noise. When you do your next nonsense, keep your customers in the loop and apologize for the inconvenience.
On Twitter, copywriter and content strategist Jacob Macmillan Calendley shares an apology for a distraction that shows a genuine desire to do better:
Macmillan tweeted that Calendarley should have sent an email like this later during the disturbance, but it is difficult to send a message in this email. The email explains what Caledley did to solve the problem and what they will do in the future to prevent it After all, the email comes directly from the CEO.
Listen to what you have to say
When you market your brand, it’s easy to talk about yourself It’s harder to hear what your customers have to say about your brand – but more importantly.
Take time to calm down and listen to your audience. You can take a lot of audience research methods like surveys and social listening for the purpose of customer feedback. Focus on what your customers say about your product and where you can be concerned.
There are plenty of ways for you to make it fun and easy for customers to share their feedback In an old but good example, CSS Hat customers voted for features they wanted on a landing page:
Empty resources to work on more authentic brands
Creating an authentic brand takes a lot of work. You need to keep an open line with customers and share your brand objectives to build trust with your audience. Once your marketing content is ready, you’re not done – you’re just starting to make your brand more authentic.
Unbounce’s Conversion Intelligence platform manages landing page creation, copy ideas and traffic targeting so you can spend more time on authentic customer interaction. Let Smart Builder, Smart Copy and Smart Traffic handle the heavy work so you can add more human touch to your brand.