29 September 2015

Building brand trust - and keeping it

In conversations with franchisees and other friends in the industry this week, I’m again reminded of the importance of trust when building your brand. I’ve been in business for 25 years, and along the way I’ve picked up a few tips on how brand trust can be built and maintained.

Be honest

All customers are people, and therefore appreciate honesty and can see right through faulty promises. Always under promise, and over deliver – this will make sure anyone who comes into contact with your brand leaves satisfied. Additionally, always be honest about what you are, and what you are not – customers will appreciate this and see your unique points all the more clearly because of it. I’m reminded of Volkswagen’s introduction of the Beetle to and American audience that was continually told bigger is better – ‘Think Small’. This campaign got people talking and created a lot of trust and interest in the Volkswagen brand – a brand that was true to itself and it offering.

Maintain quality, and take on feedback

When selling a product or service, it goes without saying that quality is important. But what is equally important is making customers feel valued and listening to their wishes. Channels where customers can express their feedback should be constantly monitored, and where possible this feedback should be taken on board. It’s great to have social media channels and forums, but these kinds of outlets that have no engagement from the brand can actually damage the trust your consumers place in you – they will feel like you don’t care. Only set up channels that you can actively be involved in as a brand.

Additionally, anything you can do that actively asks consumers for their opinion on something that will be then actioned by the company is a great way to build both engagement and trust. Your customers will feel like you care about the service and product you offer and are adaptable and collaborative – they’ll trust you to do the right thing by them, because you’ve asked what that is.

Keep talking

Much of how people feel about a brand is contingent on how it makes them feel. One of my favourite stories is from a Bedshed franchisee, who recounted when a seven foot tall customer he’d served the day before entered the store, pointed at the owner and shouted across the store he needed to talk to him. The franchisee was understandably nervous, but the customer had come to thank him for ‘saving his life’ with his consultancy of which mattress would suit him. Customer service is about authenticity – if you care about your customers, it will show.