Advertising,

Trust Me, You’ll Love This

Written by Tim Edmundson

Aug 19, 2015

Trust Me, You'll Love This

Nobody believes the Sales guy screaming “Trust me, you’ll love this” on TV, and why would we?

We don’t know them, half the time we don’t understand what they are selling, and even if all the promises they make are true – we still don’t know enough about them to trust them. All of these are issues of brand trust and credibility – two things that are essential to the success of your brand.

Although some marketers have seen success in the branding strategy they already have, it never hurts to have a deeper understanding of what trust means in the brains of customers.

So, here are the facts to help you improve your strategy.

Trust us, it’ll work.

What does trust mean?
Trust can mean a variety of things, but through the eyes of a customer looking for a brand to trust, it can involve the following beliefs:

1. Confident expectation of honest dealings
2. Reliability
3. Promise keeping
4. Not being taken advantage of when vulnerable

When creating your branding strategy, be sure to hit on these points with your brand messaging, but more importantly how your brand operates and interacts with people. If you tell someone you are reliable, then you are just the man screaming. But, if your actions show reliability, then your customers will be the ones to call you reliable. And we all know that customers will always trust the word of other customers, well before yours.

How does it work in my customer’s mind?
Brand credibility requires trust, and trust requires the “love hormone.” Also known as oxytocin, this neurochemical is created in the human brain when someone feels that they are being treated fairly or trusted.

These feelings created by oxytocin then release a confident belief that their cooperative behavior will not be taken advantage of.

Once your customers know they are going to be treated fairly, the beginnings of brand trust is created. But don’t get frustrated, trust takes time and energy. It will likely take more than a few interactions for someone to start to feel comfortable. This means that every single interaction, message, and post needs to ultimately contribute to your credibility. And no interaction is too small when the rewards are this great.

Research also proves that customers with trust in a brand are way more likely to show signs of loyalty and commitment, leading to:

1. Higher levels of repurchase
2. Share of wallet
3. Cross-selling
4. Referrals
5. General buyer-seller cooperation

This chemical creation of trust is essential for your branding strategy, but it is up to your entire company to uphold this trust to create credibility. Make sure to have a strong connection with your sales team and customer service teams to ensure that the promises made to customers are carried out. Even one bad deal can be the difference between a loyal customer and a leaving customer.

How do I put trust in action?
Ok, so you know what trust means and how it works with your customers . . . Now what?

It’s time to revisit your brand platform and strategy.

1. Which aspects of trust make the most sense for your brand to focus on?
2. Is your entire company, particularly those that interact with the public, sold on your strategy?
3. Are there parts of your platform that contradict what you ultimately provide?

When asking yourself and your team these questions, be sure to make the necessary tweaks and changes on all outlets of your brand – websites, social, sales material, product information, etc.

And remember, interactions can take place anywhere, but more and more are taking place on social. When it comes to social, instilling trust does not simply mean replying quickly to complaints or issues.  You can also foster trust and credibility with your everyday posts. If you make sure they are relevant and of value to your audience, they can begin to trust that you are worthy of them following and listening to.  

Closing
There are a number of other things we can do to help us improve brand trust and credibility, but all of it is rooted in the understanding of what trust is and how it settles in a customer’s brain.

Use this knowledge to revamp your brand’s trust and credibility – because nobody wants to be that screaming man.