From decades working and excelling in branding, we can comfortably say that far and away the most important element to consider in what your brand should represent, is trust.
Because that’s what a brand is. It’s trust.
Customers trust your brand to deliver on their expectations; it’s one of the main reasons they buy from you in the first place. The work and money you put into influencing customers’ emotions, in order to anchor certain feelings to your brand and its offering; is for the customer to trust that your name will give them what they want and what they think it will represent to themselves and others.
Does that sound too simplistic? That’s because it is.
What’s Nike? It’s victory, it’s integrity, it’s peak performance. When you buy a pair of Nike skins, you trust that product to make you perform better and to help you win at whatever it is you’re going to do. They spend stupid amounts of money to sponsor the best athletes in the world to anchor your image of athletic success to their products, then they deliver on that trust by selling you tested products that make you look and feel like a good athlete.
What’s Mercedes? Safety among other things. Who buys Mercs? Rich Dads whose daughter just got her licence. They trust that product to protect their little girl. And that little girl is going to grow up to go from one sponsor to the next, a rich husband who’ll buy her an even bigger Mercedes. Cycle of life. Rich guy marries hot woman, has daughters who grow up to be hot and marry rich guys to have even richer, kids who grow up to be even hotter. Mercs all around! But that’s neither here nor there (And yes, there are probably equally as many Mums buying their little soldiers Mercs too)
Trust is the nucleus of any brand. And adding it to your business in meaningful ways will be the difference between your success or failure.
You’re a start-up business, or you’re a small business, or maybe a medium or large business. What’s the best way to add trust into your business and brand?
Look the part in every way you can.
People trust professionalism. What does that mean? It means if you haven’t already, you need to find a way to address the amateur elements that may be lingering in your business. Here are the most common ones that can affect your marketing and brand.
What you need to understand is that contact points are marketing materials in their own right. Each one of these a customer experiences can vastly shape their perception of your business.
Let’s play a game. It’s called “which brand and business do you trust more?”
The rules are easy. Pick which of these head to head matchups you would be more likely to trust to deliver great and lasting results and do the job right or represent a brand well:
Getting rid of amateur habits is a must if you want to grow your business. People will automatically think you aren’t capable of big jobs, they won’t trust your quality, and you won’t be able to justify high prices based on perceived quality of work.
Let’s put it this way. If you rocked up for an appointment with a financial planner, and he came to the meeting driving a 1999 Hyundai Excel, how would you react? You’d hightail it out of there quicker than seeing an ex before they saw you. Because how the hell could you put your trust for your financial future in the hands of a person who looks like they aren’t good with money?
Imagine you’re selling your house, and the Real Estate Agent walks through the door in a singlet, boardies and a pair of thongs. Will you trust that person and brand to make your house appealing to the point it will generate the best price? No. Because they aren’t dressed the part to earn that trust. They can’t display the professionalism you need in order to trust them.
Same goes for your business. Look the way you need for your ideal clients to be able to trust you, and you’ll get your ideal clients. Simple as that.
Success breeds success. Sacrifice that extra dough to buy your business the suit and sexy car it needs to make it look like it’s big and doing well. Don’t cut corners; those big contracts might just roll in.
Interested in 1300 Numbers for your business? Check out www.prodesk.com
LMNT is the Entrepreneur's own brand. Business as a way of life; success as second nature.