Cultivating Digital Trust Through Solid Brand Attributes
Building trust in the digital environment is a hot topic these days – and for good reason. The key to successful brand building is the presence of brand attributes that actually deliver on their promise, positioned to the right consumer. It is one thing to be interested in a brand, but quite another to become connected and engage with it. The process that converts a prospective customer into a loyal follower is a multi-faceted feat of branding as well as a dedication to a sustained service approach.
The products, services, actions and words of a brand are constantly scrutinized under the microscope of social media, which today, is the voice of the consumer. A brand can easily endear themselves via powerful positioning and flashy graphics, but quickly fall flat if promises are not backed up.
Looking to the core of a company’s values, whether a startup or well established organization, will ignite a commitment to reaching a greater level of trust with the user.
In pursuit of the delivery of a brand promise, your brand should permeate deep into the core of your company so that everyone involved acts and communicates with the brand’s mission in mind. This will result in congruency, a positive culture promotion, build trust with the public, and instill credibility in your message.
Your brand must be relevant to the marketplace. For example, if your branding campaign is around luxury products or services, you have to make sure that there is a marketplace for it. If the target market has no interest in purchasing a luxury product or service, the campaign will obviously flop. On the other hand, if you can justify the prices of what you are offering by branding it as more durable or a better service, it can work.
Messaging must be consistent in order for people to believe in your message. If you’re saying one thing one day and another thing the next day, your target market will either be confused or not believe what you’re saying to be honest. Consistent visual presentation is also key element in successful branding as it helps cohesiveness in campaigns and overal marketing initiatives.
Most industries today are at a level of oversaturation. A strong brand should be unique, rather than another copycat in the marketplace. In order to stand out from the pack, you have to make your mark by being unique in a positive way. Additionally, offering more service based features – with regard to better customer service, quicker response times and special product features can set a brand apart from the crowd.
Increasingly, customers simply will not become engaged with a business that does not reflect their own core personal values. Building rapport with users through a defined attention to your core brand promise via targeted digital platforms will ensure a lasting, trust based relationship.