7 Ways To Build Brand Trust, Loyalty And Advocacy

What's up prom Builder Stephen Houraghan 
here at BrandMasterAcademy.com and in this   Video you're going to learn seven ways 
to build brand trust loyalty and advocacy   So you can learn how to slowly build real 
relationships with your customers so they   Don't just buy from you once but return and bring 
their friends with them now the concept of brand   Trust is probably one of the easiest Concepts to 
understand across the whole spectrum of branding   And the reason for that is because the concept 
of trust in general is something that we all   Inherently know because it's part of our DNA and 
it's kept us alive for hundreds of thousands of   Years now as people the more others trust us the 
more likely they are to talk to us to spend time   With us ask for help lend their help confide in us 
and protect us as well ultimately the more people   Trust us the more likely we are to survive and the 
concept of brand trust is pretty much the same the   More people trust the brand the more likely they 
are to come back as for help offer their faith and   Ultimately their business so how as Brands can 
we build brand trust well again in simple terms   The same way we earn trust as people by being 
open displaying aligned values and following   Through on doing whatever it is that we say we're 
going to do trust takes years to build seconds to   Break and forever to repair brand strategists 
will be the first to tell you that brand trust   Doesn't materialize overnight but results from 
well thought out brand plans and then follow   Up an execution on those plans so let's bring 
this concept down to earth with some applicable   Techniques number one Benchmark and monitor 
brand trust all branding and marketing relies on   Setting goals and measuring their success part of 
building brand trust will involve brand reputation   Management to set targets for brand reputation and 
to monitor those discussions that are happening   Online it's difficult to quantify brand trust but 
brand managers can perform sentiment analysis to   Understand the target audience and how they 
feel towards the brand sentiment analysis   Involves gathering information across many online 
sources to build a picture of trust levels in the   Market and you can support this with customer 
surveys to gather insights from respondents   That can inform further brand Behavior also 
customers will feel valued when you take the   Time to hear what they have to say and then act 
upon their recommendations listening and making   Meaningful changes to your brand experience is 
a powerful way to build brand trust number two   Be consistent brand consistency is critical in 
building brand trust among your consumers and   Of course a consistent brand experience across 
all touch points is absolutely critical we have   Produced a video with 21 touch points aligned 
for a consistent brand experience I'll leave   That link in the description but to name a few of 
those touch points you can include advertisements   Social posts videos website podcasts environment 
point of sale packaging vehicle wraps Direct Mail   Lead magnets emails blog posts business cards 
invoices proposals discoveries consultations   Onboarding documents workshops after sales service 
and customer support to name a few now of course  

Consistency across all channels makes your brand 
recognizable wherever the consumer encounters it   Think of an Apple store you can visit an Apple 
store in New York London Tokyo or Sydney and   Expect to see the exact same Furniture customer 
service logos fonts displays products and overall   Experience customers trust in the familiarity 
customer interactions the conflict with the usual   Brand experience serve as harmful contradictions 
and unexpected unfamiliar experience damages that   Trust modern consumers are more attuned than 
ever to conflicting messages so defend against   Mixed messaging by creating comprehensive brand 
guidelines to ensure alignment to present that   Same version of the brand through all of those 
touch points tonal voice guidelines can dictate   Verbal elements while brand identity guidelines 
can determine visual elements number three be   Authentic now I know that seems like a bit of an 
all-brainer that any brand should be authentic in   The messages that they put out there and how they 
engage with their audience but that's actually not   The case most brands don't show up with that level 
of authenticity they put a facade on and try and   Hide behind that facade but you'll find the brands 
that take the time to lay it all on the line   Who show up as their authentic selves who don't 
try to put on a facade that they are absolutely   Perfect instead put it all out there on the line 
and engage with their audience through human   Interactions through human engagement if they make 
a mistake they put their hand up and say that they   Made a mistake if they see something that's not 
right in the market they'll call it out so show   Up with the authentic version of yourself make 
sure that that brand authenticity runs through   Every single touch point from the website copy to 
the customer service calls really take the time   To instill brand authent intensity as a value 
within your brand and then that will show up   In your interactions with your customers number 
four focus on relationships and not Revenue don't   Underestimate the power of Shifting your mindset 
from revenue to relationships developing and   Maintaining great relationships and great customer 
service to develop those relationships should be a   Number one priority not profits successful Brands 
understand that loyal customers are their greatest   Asset because of the value that they can bring 
to the business long term PWC recently found that   Trust is the number one differentiator affecting 
consumers purchasing decisions ongoing they won't   Buy from a company they don't trust they believe 
it's a company's responsibility to build that   Trust in a head-to-head between two competitors 
they'll choose the company who they trust so what   Does all this mean it means that building trusting 
relationships with consumers must be the primary   Focus of over making the sale and this philosophy 
holds water you take care of the trust and the   Sales will take care of themselves number five 
be transparent now it's not rocket science that   Customers don't like being lied to however being 
transparent and honest as a brand is more than   Just abstaining from lies to build trust based on 
authenticity you need to be proactive and upfront   In your branding and that means apologizing 
when things go wrong being open about your  

Business processes and removing any ambiguity 
or gray areas which could be seen as misleading   Companies like buffer the social media management 
tool they make transparency a core value they have   A dedicated website sharing information on 
salaries business goals source code business   Metrics and other things that are usually kept 
private this transparency resonates with their   Customers brands that will apologize for mistakes 
and lift a veil on business practices seem more   Trustworthy to consume assumers attaching the 
face to the brand also helps consumers to relate   To the company as well so if there is a personal 
brand in and amongst the corporate brand then use   That personal brand as the face of the business 
now of course authenticity and transparency they   Seem kind of similar but transparency is really 
about being open it's about being open about   Business practices about what's behind the veil 
of the business and not trying to sugarcoat that   Number six create valuable content now much of 
modern branding relates to establishing yourself   As an industry or authority through a robust 
content marketing strategy modern Brands need to   Frame themselves as solution providers customers 
have pain points that need to be resolved and you   Can solve their problems of course through your 
products and services but you should support this   By offering helpful content as well they have many 
challenges and you can help them with a variety of   Challenges through that content so create webinars 
create video tutorials blog posts downloadable   Ebooks whatever works in your Brand's context in 
a format that suits your audience now look if your   Brand offers helpful authoritative content then 
you build a reputation as a knowledgeable source   That consumers trust so becoming that go-to source 
for help with content takes time and effort and it   Also requires a comprehensive content marketing 
strategy that addresses the issues that your   Audience faces so think about the problems that 
your audience has a great way to do this is come   Up with 100 challenges or 100 questions that they 
have and create a piece of content around every   Single one and number seven build social proof 
both trust and distrust are contagious now I   Already mentioned the pivotal role that social 
proof plays in building trust consumers sit up   And take notice of what other people think 
of your products services and General brand   Experience another PWC study found that consumers 
will trust the views of other consumers over your   Branding efforts in most cases so positive reviews 
represent an absolute gold mine for your business   That you can leverage successful Brands attempt 
to collect positive social proof and make it more   Visible to others they amplify that visibility 
in the marketplace so they'll share testimonials   On their website and user generated content on 
social media nothing quite sells your brand like   Evidence of customers enjoying your product or 
service or your brand experience or ultimately   Having that positive outcome so Gathering and 
sharing that social proof is a great strategy   And it provides this positive reinforcement 
loop as evidence of trust breeds more Trust   Now it should be clear that maintaining 
an earning trust is a never-ending task  

Reliability consistency transparency and 
authenticity they're all guiding principles   That you should never sway from in your branding 
efforts hard work can be undone quickly in the   Audience's mind and brand reputations can 
face irrevocable damage overnight however   Fortunately building a trusted brand through an 
online brand experience pays dividends customers   Who trust Brands become loyal they choose your 
brand over your competitors they advocate for   Your brand as well and they engage with your 
Brand's Communications if it was easy every   Brand would do it it's not easy it's challenging 
it requires hard work and it requires dedication   But like everything the best rewards are there 
for the few who Prevail now if you want to dive   Deeper into brand strategy then this video here 
will help you out before you click it if you want   To become a master of brand make sure you hit 
the like And subscribe to get new videos just   Like this until next time Brian like a master 
and I'll see you in the next video [Music]

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