Building Brand Trust in Competitive Markets

brand trust

Trust between brands and customers can lead to long-term relationships built on mutual respect. Unfortunately, the all-important consumer trust that your brand covets is at its lowest point since 2016, a recent survey finds. It goes on to say that only 50% of customers feel they can trust the brands they do business with. Among Gen Z, only 28% are likely to place confidence in consumer brands.

If your brand can establish trust, it will gain a clear edge in this competitive market. However, building that trust with your customers is no easy task. Trust is not something you can buy off a shelf. It is a badge of honor that your brand will have to earn through a whole lot of genuine effort.

Brand trust begins with consistency

When your brand is consistent, it means that you maintain a reliable identity. What you say, what you do, what you post on social media and the products or services you offer all align with this brand identity.

If your products and services deliver on the promises you make, then you begin to build trust. After all, when customers make a purchase, they want to know what they can expect. However, building trust is not solely about maintaining the status quo. The real measure of consistency involves staying true to your core values at all times, no matter what the circumstances may be.

The first step in demonstrating consistency is clear communication. Ensure people inside and outside your company know exactly what your brand stands for. Then, stand behind those values 100%.

The next step in maintaining trust is a relentless focus on quality control. Over time, your company will scale and your output will grow, but never allow the quality of your product or service to disappoint your customers by becoming less than they expect.

Third, build consistency in your brand through ongoing employee training. Consistency is only possible with full participation. When you hire new employees, be ready with thorough onboarding. Train a united team that lives and breathes your brand values.

Customers trust brands that set themselves apart from the rest

The market is crowded, and everyone’s fighting to get a chunk of consumer attention. To begin building a relationship, show customers that you do what it takes to rise above the rest.

Set your brand apart by showcasing your unique value proposition. In other words, show how you are different.

To establish your brand’s own niche, start with thorough market research. Become an expert not only in your industry but also in the wants, needs and pain points of your target customers. Don’t forget to dig deep into what your competitors are doing, as this will help you find something unique to offer your customers.

Second, take a close look at customer insights. Work hard to understand what your customers really care about and tailor your unique value proposition to their needs. Establish feedback loops with your customers and use their input to improve your product or service. The feedback you gain from them is invaluable.

Finally, one of the best ways to set your brand apart is with a story. Every brand has a narrative that can captivate its customers. The trick is to tell your story in a compelling way that resonates with your audience.

Brand trust means putting the customer first

The final key to earning trust is customer-centricity. If you hope to become a trusted brand, you will need to build the type of relationship with your customers that lets them know you put their needs first.

Put empathy to work for your brand. Customer-centric brands can see the world from their customer’s point of view. They understand their pain points and what makes them tick.

Your customers want to know that your brand “gets them,” which you can demonstrate through personalization. When you tailor your communications and offerings to meet your customers’ unique and individual preferences, they see that you are willing to go the extra mile.

Engage with your customers and ensure that they feel heard. Respond promptly when customers contact you, use their insights to make your company better when they offer feedback, and when they have a problem with your brand, do whatever you can to make it right. Finally, offer excellent service. Invest in top-notch customer support that resolves issues swiftly.

Trust can be built in a competitive market, but it will not happen overnight. It requires an ongoing commitment to consistency, standing out from the crowd, and putting your customers at the forefront of everything you do.

Remember that your customers’ trust isn’t given — it’s earned through relentless hard work and sincerity — so go out there and put in the effort. You can build a brand that people will trust for years to come.

Lucas Barcelo is the founder and CEO of Solaire and Thrivin Life.