You may have heard the phrase, “building brand trust” tossed around here and there, but many businesses don’t take the time to stop and consider what that really means.
Frequently we send out signals as personal brands and as companies that we are worthy of someone’s trust. Or not.
For instance, recently I was asked to take over a website for a new client. The current web provider’s site looked neglected with broken links and the listed phone number was not in service anymore. They had a reputation from the client that they were slow to respond for requests to help, or didn’t respond at all.
It took some work to find an actual phone number for a contact person and it felt like they had gone out of business completely. No social updates, and old information on LinkedIn.
This is a recent example of what not to do if you are planning to stay in business. If a customer can’t find you when there is an issue or a need or doesn’t hear back from you within a reasonable amount of time, trust goes out the window.
10 Ways of Building Brand Trust Up
- Overcommunicate. Let people know what you are going to do, then let them know when it’s completed.
- Set expectations upfront. If it will take 3 weeks to complete the project or order, say that and then deliver. On time.
- Use your social channels if you have them.
- Showcase if you are sharing information, adding equipment or processes, or new products to your lineup.
- Work with a PR professional to be seen in your local community. You can control this message.
- Stay visible when you get busy. This can be hard to do when your days are full.
- Be sure your site ranks in organic search. When sites are in the back of the queue, not only do you miss out on SEO, but you are just missed.
- Use well-thought-out images and graphics that are in alignment with your brand colors, font and overall feel.
- Be consistent across the board.
- Be accountable for mistakes. Acknowledge and make it right quickly.
