Building trust in new markets, unproven products, and unknown organizations is a difficult task. Even well-known and well-loved companies can’t always count on their customers’ trust to last.
Technology or new product visions can easily outpace reality when creating a company in the early stages of growth. The time is right for a letdown after all the hoopla. When you start a new job, you have a lot of work to do in order to establish trust in both your personal brand and the industry in which you work. As a result of the extensive usage of social media, customers are now more empowered than ever before in ways they haven’t been before, allowing them to publicly discuss (and evaluate) their experiences with your business in real-time.
Trust in a company’s products is only part of what it means to have a strong brand. It also encompasses the entire customer journey, from the time they make a purchase until the time they use the product. It is important for customers to examine three major criteria when establishing confidence and trust in a company’s products and services. You must first be honest with yourself. Thirdly, it is important to care and identify with your customers and to be inclusive and courteous of those customers.
All of these factors are crucial regardless of the brand’s age. In order to build brand value, companies that focus on these three attributes will outperform their rivals. Trust in a brand gives customers peace of mind and makes it easier for them to choose between different brands when making a purchase.
On the surface, it’s easy enough to set up a website and “launch” a business, making it difficult to stand apart from the throng. However, in the short run, marketers, and communicators must overcome the noise in order to attract early-adopter clients.
In the long term, your brand and customer retention will suffer if your marketing surpasses your product. Your spokespersons should be able to believe what they’re saying if you provide them with a truthful message. The culture, strategy, and/or product of your organization must be communicated in a way that accurately represents the facts.
Make sure your customers are getting the same message across all of your owned and earned channels, including content, social media, customer service, and media interviews. The same is true for internal communications within your firm. As brand ambassadors, employees should not read external messages that conflict with how a firm or product is viewed within.
Make sure your spokespersons are well-versed in the topics on which they will be speaking. Despite the importance of media skills and the capacity to convey a crucial message, domain knowledge is also required. A portion of a communicator’s duty is to find the right person to deliver the right message to the right audience, and the level and breadth of skill required may vary. Representing someone as an expert when they aren’t could harm a brand’s reputation if the spokesperson isn’t technically competent, but your audience is.