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The digital world has made it harder than ever for brands to stand out in an increasingly competitive, over-crowded marketplace. Nowadays, what really makes or breaks a brand is authenticity. This is an vital factor in determining which brands to support 88% consumers, according to Stackla, with one other 46% According to Salsify, they’d be completely happy to pay more for a brand they trust.
Trust is the basis of all relationships, including those between consumers and brands. It helps establish a bond that may build loyalty. The problem is that the growing variety of scandals and corporate misconduct has undermined people’s faith in many institutions. In an era characterised by bias, disinformation and inflated corporate profits, brand trust is not what it once was. Edelman stated that roughly thirty% consumers consider that corporations spread false or misleading information. This is disturbing.
How brands can build trust in the digital world is still up for debate, mainly because it’s hard to define what it means for a brand to be authentic. What does it mean to be truly authentic? How exactly do you convey authenticity to consumers? Cultivating and maintaining brand authenticity is difficult, and each brand will do things in another way. However, there are a few steps every brand leader can take to get began:
1. Set boundaries
Trustworthy corporations stay in their lane. They understand who they are and go to market with a clear commitment to the brand. More importantly, they never deviate from this commitment, which may significantly help build consumer trust online. Setting boundaries for your brand not only helps you navigate the digital world, but also allows you to focus your time and resources on what’s vital.
LEGO understood this from the very starting, setting its boundaries inside play ethos. The brand focused on its impact: creating a toy that prepares a child for life. This ethos goes beyond the product. Even her charity, the LEGO Foundation, was created with the mission of empowering children to learn throughout their lives.
Remember, nonetheless, that boundaries are formative, not restrictive. Use these boundaries to inform marketing efforts, business decisions, and the like. They might be relied on to set guidelines for how employees interact with consumers on social media. Each channel is a large sandbox in which many people play. Be careful that no one who represents your organization goes against your brand ideals.
2. Build credibility
Credibility takes years to build and might be lost immediately. Transparency helps, especially when it comes to the “why” of your brand. With transparency, there are few questions left about your purpose or values. Many newer brands even go so far as to show how the “sausage” is made, or introduce their target market to a beta version in hopes of generating word-of-mouth and consumer trust online.
Even after building credibility, you possibly can’t take your eyes off the ball. Consumers are one Google search away from knowing if you are being disingenuous or telling a story for your profit. Once they see you crossing the line, they are going to query every step you’re taking in the future. After all, perception is reality. Keep your messaging free from spin and never sidestep an inconvenient truth.
If you are undecided how consumers perceive your brand, monitor social media. Post a survey. Organize a focus group. Find out what customers consider vital. Engaging allows you to gauge sentiment and discover if your brand is actually on track. Then implement changes that take into account consumer feedback and monitor their impact. Showing customers that you just value their opinions can lead to long-term relationships and an excellent fame.
3. Be consistent
Consistency is one of the hallmarks of authenticity and means greater than just visual branding. Regardless of the channel, your organization’s entire message must be consistent with your brand’s identity, mission and values. Otherwise, distrust, if not suspicion, will quickly arise.
Dr. Bronner’s is a great example of how a brand can take consistency to the next level. Its founder believed in creating products that have a positive impact on the individuals who create them and the larger community, leading to the creation of the brand cosmic principles. These principles are not only words on a label, but the foundation of our business. Whether it’s raising public awareness of environmental and social issues or sourcing fair trade ingredients, there is never any doubt about what Dr. Bronner’s.
This doesn’t suggest your brand can never evolve. Consistency and adaptability can coexist, but brand evolution must be thoughtful and public if it involves changing your position or purpose. And while you might lose customers, being a mom is far from the way to maintain brand authenticity during periods of brand change. However, if you do make a change, keep your finger on the pulse of your customer base. Do you retain your guarantees? Are you prioritizing the issues that matter most to them?
The fight for consumer trust it continues and won’t end soon. How brands build trust in the digital world starts with authenticity. Experienced leaders understand the need to use this idea to build profitable, sustainable businesses that may stand the test of time.