Everything is about trust
When buying a product or service many things affect our decision to buy. Perhaps the most important decision to make is, “do you trust the company”. A strong, relevant and consistent brand takes trust out of the sales process. This allows a company to build on this trust and to focus their efforts on selling their service or product, rather than battling to earn a potential clients trust at the initial stages of the sales process.
Trust and reassurance
One of the most important aspects of a businesses’ brand communication is to give reassurance to potential customers. When buying services or products, a major consideration for potential customers is whether they trust a company. Are they credible? Will they deliver? Are they professional? Are they established?
Strong and consistent company branding takes these trust related considerations out of the decision making process. If a customer is sold on trust before entering the sales process, they are far more likely to purchase a product or service. This is the power of great branding.
Strong brands have the following traits in common to create reassurance for customers.
It is essential for companies to have a clearly defined brand essence and company vision. This defines them as a company. Businesses without this, communicate mixed and confused messages that will diminish trust with a potential customer.
As with people, companies have personalities. Defining a brand personality is essential to appeal to the company’s target market. The brand personality should be communicated consistently across all brand communications. Poorly defined brand personalities can lead to mixed messages being communicated to customers, which could put doubt in their mind.
Consistency & Quality
Strong brands are consistent across all brand touch points. What ever the visual medium or written word the branding should be the same. So whether it’s a website, a vehicle livery, premises or a business card, the design and message is consistent. This consistency promotes reassurance with a potential customer.
Brand communications should always be professionally designed and written. The quality of the brand communications has a perceived relationship with the quality of the business. Poorly designed and badly written brand communication will have a negative impact on a customer’s trust of a business.
There are other attributes that make a great brand, but those listed above have a direct relationship with a potential customers trust of a business.