Branding Your Business Part 4
Let’s look at how increasing your brand credibility can increase sales. Brand credibility is all about being believable. It’s how your customers perceive your business. It tells customers you have the knowledge and trustworthiness to deliver what you promise to consumers. Brand credibility can have a huge impact on sales.
Brand credibility starts with the customer’s perception. Customer perception 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 a positive perception about your business for your customers.
Regardless of the type of product or service you offer, it’s your job to demonstrate that you have the expertise to provide that product or service. Consumers want proof, so provide them with as much information as possible. Show them that your capable of delivering the product or service as promised in your advertising. When consumers see actual results in the form of statistics, product reviews and testimonials, it increases customer confidence in your business.
Consistency is the key to your brand credibility. Establishing credibility is not a one-time job. It is a continuous process that needs to be monitored and maintained. Your branding should be consistent all aspects of your business, from promotion to delivery of the product or service you offer. 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. These kinds of mixed messages may 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. Consistency leads to trust, which leads to sales.
When your message is consistent, you don’t have to work as hard to convince consumers to do business with you. The goal is to make your brand 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. This will make them more likely to remember you and purchase from you again.
Now sit down, take out a pad and paper and 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?
Let me know your thoughts or questions in the comments section below.