Build brand trust and create loyal customers and referrers
Build trust with your audience and they’ll come back to you time after time, and they’ll bring friends!
Isn’t this what every business wants? (and needs.) The key to building trust is a strong brand. A brand with an unforgettable style, a logo that you instantly recognise, a colour that conjures up an emotion, a phrase that takes you back to a 20 year old ad. These are the things that create your fancy club.
Heres a few ways you can make a start on that super brand of yours, in order to create something your audience just can’t get enough of.
Reflect your value
Brand positioning is so important, its all about resonating with your target audience.
Your perceived value comes first and foremost from your branding, get it wrong and you’ll never get the kind of clients you want. What you put out there has to reflect the worth of your goods or services.
Two accountants for example: 1 that shows up in greys, gold and a whole lot of sexy white space, sleek professional text and a whole load of financial jargon that only the pros understand, This may appeal to high level investment banker? Accountant number 2 offers a fun colourful brand , simplified language and a colloquial tone of voice, which makes finance available to young, vibrant entrepreneurs at the start of their journey.
Which service would you say costs the most?
Be responsive
Your design assets need to work across various platforms, therefore you should have various versions to sit within the space available. There’s nothing more jarring than a logo that has been shoehorned into a space where it just shouldn’t be.
Your brand assists need to work seamlessly within your communications. The majority or big, successful brands have variations of their main logo such as monograms and wordmarks. Don’t forget responsive doesn’t just apply to size, you need to be responsive for colour too. It’s worth considering dark mode on screens and how you might lay your assets over imagery.
Building brand trust is all about how easy you make the customer journey – bumps in the road, unease and errors, will only affect someones confidence in your brand
Build brand trust with consistency and familiarity
Brand assets should all share some common core elements, whether that’s a colour, a shape, a style or something else. If you post on social media a greyscale photo of a dog, for example, and you usually use a pop art cartoon style human character, your audience will wonder what is going on. Which in some cases may work to add a little intrigue but for the most part it will be quite jarring. If you then throw in some more styles that aren’t your usual ‘cup of tea’ that’s when it becomes messy. To be able to trust a brand you need to get to know them. The only way you can do that is through a style that’s recognisable at every step of the way.
Once youve nailed the first impression, you need yo work on the rest. Whether someone is seeing your brand for the second time or the 200th time, you want them to instantly know who you are and how to reach you, familiarity breeds brand trust!
Be memorable
The absolute best way to be memorable in this day and age is to be different from the norm.
To be original in your communication, both written and visual. Dont be afraid to do something different!
Also different doesn’t mean inconsistent! weave that familiarity into whatever you create using your visual style, stick to your key messaging but perhaps tell a story or show something in a unique way.
There could be multiple businesses ‘doing what you do’ but no-one can do it quite like you. Lean on your brand to show that difference! and create content that resonates and stands out from the sea of sameness.
Have a clear identifier
A logo should do this for you, your logo, or brand identity, is an asset within your overall brand that identifies your business. What it doesn’t need to say is the exact purpose of your being. It’s there to say who
you are.
It’s also there to become a memorable piece of information that its consistent across all of your communications. It should reflect your value (as in point 1) and it should be simple. Too many elements and it just doesn’t stick. So save your elevator pitch for your clients – and think laterally rather than literally when it comes to your identity. Don’t forget one of the most iconic logos “Bass pale ale” is a red triangle and a fancy font.
It’s not an easy task to build brand trust…
but it doesn’t have to be complex either!
Once you have created a brand and a solid strategy you have the foundations to build trust and loyalty!
Brand awareness is key – getting your brand infront of your audience, not just once but multiple times. Think of ways to stand out, test and gather information (that what marketing is all about!)
Once you have gained trust of your audeince they will begin to do some of the work for you, as long as your product delights them too (of course) promoting your brand through word of mouth, user generated content and testimonials!
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