We all want our brands to be trusted, and not just because we want our readers to keep reading and our customers to keep buying. Our brand is an extension of ourselves and the desire to be trusted is deeply personal with us. Inspiring trust in your brand takes the development of the same kinds of characte
ristics that give others reason to trust us as people. Trust is earned. Even if a potential customer grants our brand their initial trust because it has a good reputation, only an ongoing demonstration of its trustworthiness will keep our brand in good standing with them. Here’s an annotated list of 7 tips for inspiring continued trust in your brand.
1. Be true to your word
If you are in business you’ll have to make some promises regarding your goods and services. Those promises must be inviting enough to move people to give you a try, as you know. Saying “we may or may not get your printing done on time” won’t have them lining up with orders. But saying “we’ll have your order completed on time or your next order is 50% off” will get attention. Consistently delivering on time is the key…and granting that 50% off (with a smile!) when you don’t come through is just as important. In an odd way, failing and then making up to customers can actually inspire greater loyalty, as long as you don’t have to do it very often. As a bonus, giving our word and then living up to it keeps us motivated and inspired to continue producing excellence. Celebrate every day you meet and exceed expectations by living up to your word.
2. Exaggerate your delivery, not your promises
Years ago enterprising bakers would toss an extra roll or donut in your box as a way to add value to your order and build loyalty. Find little ways to produce your own version of a baker’s dozen in your business. Add unexpected value to your services while being careful not to build expectations you cannot meet. Exaggerating your services beyond what you can produce will get you some one-time-only customers, but then your reputation, the foundation of trust, will be destroyed. That’s the beginning of the end. The adage “under-promise and over-deliver” never goes out of style when you are seeking to inspire trust.
3. Feature testimonials
Testimonials are gold. Cultivate them creatively and they will work for you. Of course, underlying this principle must be the deeper reality that you are conducting your business in a way that will cause clients to want to vouch for how great it is. When you know you’ve got a truly satisfied customer be straightforward and ask them if they would consider writing a brief paragraph about their experience doing business with you. Most will do it gladly. Be sure to include their full name, city and state when publishing them. That will add credibility to their words.
4. Build a community and express your personality
Trust is essentially relational, as we all know. If you are trustworthy, then the better your customers know you the deeper their trust will be. Using social networking sites and other community-building means will give you the opportunity to be the “face” of your company. Share the great plans you have for the business. Include links to helpful information related to your industry. Offer discounts and specials. Blog about the ups and downs of owing a business like yours. Build the relationship and fulfill your promises. Trust will naturally follow.
5. Admit your faults and demonstrate solutions
Every business has warts. Downtown shops suffer from a dearth of parking, for example. If you have this or a related problem offer solutions to your customers. On your website give suggestions for where to find adequate parking. Offer a 10% off coupon to any customer who leaves your shop only to find they’ve received a parking ticket for an expired meter. Be creative. Point out obvious negatives before your customers have to and that will build respect and trust. Do it with humor and it also lends perspective. Say, “Even though grandma walked 5 miles to school each day, uphill both ways, I can’t stand having to walk two blocks to get to my own shop…” Then work extra hard to overcome those negatives.
6. Be accessible, especially when things go wrong
When the chef is available to take your compliments after an incredible meal, that’s nice. But if he’ll also come out to personally apologize when you send back limp broccoli almondine, it will build trust, especially if he exhibits a real desire to satisfy you. It’s the same way in your business.
7. Inspire trust in your employees and it will spread to customers
If your employees know that they can trust you, they will naturally exhibit a positive vibe about the company and about you personally. Show them that you care about their needs. Be fair and flexible where you can. There’s a direct correlation between your employees trusting you and your customers trusting you. Your customers will pick up the trust your employees reflect. Live up to that trust and you’ll never lack for solid, repeat customers.
Trustworthiness is a commodity in short supply, it seems, though the demand remains high. In that environment there lies great opportunity for those who will do business in a way that demonstrates they can be trusted. Grow your brand and grow your ongoing success by adopting best practices for inspiring trust.
James works for a leading print cartridge supplier based in the north of England where he analyses, reviews and writes about products like HP 300XL ink as well as updating their design blog with new posts about art and technology.
