How are you? Well, we’re winding down to the end of this short course. But we still need to go over a few things, so today we are going to jump right in and talk about how increasing your brand credibility can increase sales. Meanwhile, if you miss the last class; here is the link: How To Establish Your Brand’s Identity – Lesson Three
Brand credibility is all about believability. It’s how your customers perceive your business as we discussed in the second lesson. It says you have the knowledge, willingness and trustworthiness to deliver what you say you will to consumers and it can have a big impact on sales.
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It all starts with customer perception which is primarily established by providing them with a quality product or service. When you make claims in your advertising about your business, you need to meet or exceed those claims to build that positive perception of your business.
Regardless of what type of product or service you offer, it’s your job to demonstrate that you have the expertise to provide something of value. Consumers want proof, so provide them with as much (pre-purchase) information as possible to show them that you’re capable of delivering. When consumers see actual results in the form of statistics, product reviews, and testimonials, it increases believability and confidence in your business.
Establishing credibility is not a one-time job. It is a continuous process that needs to be monitored and maintained. As I’ve mentioned before, your branding should be consistent all aspects of your business, from promotion to production. For example, if your social media campaign is quirky and lighthearted but your product packaging is plain and crisp, you’re sending mixed signals that will confuse consumers and leave them feeling like your brand can’t be trusted.
Consistency makes your brand feel more dependable. As you plan your campaign keep in mind that brand recognition isn’t just about getting your name out there. It’s about helping consumers get to know your brand on a personal level.
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When you achieve this, you won’t have to work as hard to convince consumers to do business with you. The goal is to make your brand is so consistent that when a consumer sees your logo they are already thinking about making their next purchase without worrying that you won’t meet their expectations.
Developing a unified look for your business across your website, all social channels, even in your store and on your product packaging will make consumers feel more comfortable with your brand, and will make them more likely to remember you and better yet purchase from you again.
Before your last lesson, take some time to think about how you can develop the credibility of your brand. How will you create a seamless look and feel for your business on your website, social channels, product packaging and in your marketing?