Do you know how to create and maintain a trustworthy brand image? Or how to effectively market your business by building trust from introduction to onboarding of a new client? Let me show you how!
Imagine this scenario:
One time I was following this company on social media, it’s where I first found them. It was fun, entertaining, and whoever ran the account was extremely personable and responsive. Overall it was just fun to follow and interact with them. It was a great experience.
I decided to check out their website. It was informative and I could easily find what I was looking for. However, it definitely had a different vibe, not really what I expected coming from their social media account. It wasn’t nearly as “fun” and had a more serious upscale tone. But I chalked it up to social media being a place to be a little more expressive. So, I decided to call to book an appointment. When I called to confirm I was shocked by the unfriendliness and coldness I received on the other end of the line. It was as if they were annoyed that someone was calling. Strange since I had had such pleasant experiences with the person on their social media account.
After I hung up I had that disheartened feeling that I really didn’t want to even go to this appointment now. The excitement was gone and I didn’t really think at that point it was worth the money. I ended up calling to cancel and never really bothered with them again.
Have you ever been in a similar situation? This is the perfect example of why consistency in your brand is so important. Your brand is not just a logo. It is your brand's personality, your foundation of the customer experience.
People need to see that you are who you say you are before they commit to doing business with you. They need to trust you. And that image needs to be consistent from the start. Once there is a shift in your brand’s personality, it can really be a turn off. But there are a few simple things you can do to avoid this!
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Here are three things you need to do to ensure your brand stays consistent:
Be consistent with your image: This means not only your brand’s colors and overall esthetic but also your brand’s personality, demeanor, and the customer experience.
Repeat yourself: Share the same message and value over and over again. It won’t make you sound stupid or look silly. It will actually solidify your message and show that you know your stuff!
Show your face: (Or faces if it’s more than one of you.) People want to know who they’re talking to. Because people work with people not logos.
Now imagine this scenario:
You follow a business on social media, it’s a fun experience. After a while you decide you really could use what they are selling. So you get in touch and they couldn’t be nicer. They even offer a small discount that you mentioned they promoted on social media and the overall experience was wonderful. So, you decide to give them a shoutout on social media and you tell your friends and family about them. You’re now helping promote the brand for free.
So, which scenario would you wish on your own clients? Are you creating a consistent and trustworthy brand?
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Lindsey Burda - Founder and Marketing Consultant