Effective design and branding gives your business a visual identity, it creates recognition and strengthens your brand. Good branding can help position your company to attract the right kind of customer for your business. Creating a brand that connects with consumers can be incredibly powerful.
Consumers who trust a brand and feel connected to it are more likely to make purchases, make word of mouth recommendations and be loyal to the brand. If you think about it, we are all in some way loyal to brands. Many of us have a particular product we prefer to use, whether it is a certain cosmetic range, soft drink or mobile device.
Let’s take a look at four ways branding your business can build brand trust.
Build an Emotional Connection
Consumers expect a lot from the brands they choose to support. More than a great product or service, it’s the passion and cause at the core of the company that makes an emotional connection between the brand and the consumer.
Emotion is one of the biggest triggers when it comes to marketing. Think of the last brand you told your friends, family and colleagues about. The most probable reason why you were talking about that brand was the way it made you feel – such as happiness, awe, shock or surprise.
Listen and Respond
It is one thing to provide the opportunity for your customers and community to give their feedback and voice their desires. Yet it is entirely another to show them you have listened by responding through action.
When you truly listen to someone, you gain their trust, and more importantly, their respect. An example of a brand that has listened to their audience is Pinterest with the launch of their buy it now button.
Put Relationships Ahead of Conversions
Whilst we are not denying that conversions are important, relationships built on transparency and honesty will lead to greater conversions. Now more than ever, where businesses are competing for attention among so much noise, earning conversions is becoming increasingly difficult.
The key to creating content that will drive conversions is to optimise the content for building the relationship with the consumer not the conversion. As a consumer if you feel a salesperson is genuine you are more likely to trust them and this relationship will influence your decision in the purchasing process.
Deliver on Your Promises
Everything you say and convey about your brand is a promise. Every conversion, every time customers choose to buy, download, or subscribe to your services or products is an agreement.
You promise to provide something of value, to care about certain things or to work towards specific goals; your customers will engage with your brand as a result.
Ensuring you deliver on these promises will instil the honesty and integrity of your brand and will help with customer retention.
Richard Bonk is working as a Senior Website Developer at Blackberry Design – Creative Design Agency based in Redditch, West Midlands, UK.
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