As more and more markets emerge, new products and services become readily available, more and more people are turning to brands they can trust. Even new companies offering the same exact products or services are loosing out to well known businesses. AffiliateThis makes the goal for 2014 and going into 2015 all about building trust and making sure that is what your brand represents.
If you don't believe me, just check out these stats below:
A survey conducted by Concerto Marketing Group found that when people trust a brand, 83 percent will recommend it to others; 82 percent will use its products and services frequently; 78 percent will look to it first for the things they want; and 78 percent will give its other products and services a chance.
Now here is a perfect example of how to build trust with consumers:
How do you earn that trust? Start with a brand story containing a human element to which consumers can relate, says Mark Lawrence, co-founder and CEO of SpotHero, a Chicago-based online parking reservation provider. “A lot of people associate negative feelings with parking, and we started this company because we've had those same feelings and wanted to make them positive,” he says. “We're building a brand based on a personal problem of ours that others also identify with.”
Once an emotional connection is made, it's important to stay true to that brand promise to prolong the sense of trust. “Authenticity is coming back as an emotional connection that people want to make with their brands,” Joseph says. “It's about speaking truthfully; doing what you say, saying what you do and not exaggerating who you are.”
For Lawrence, a big part of that delivery comes in the form of 24/7 customer support–which has paid dividends for SpotHero. “We want our customers to feel comfortable, so if they have questions, if they're lost or if they want to get a hold of an actual human being, they can call us,” he says. “We take that engagement very seriously, so parking is not scary or frustrating, and we've found that in doing so, our customers get so excited about their experience they tell their friends all about it.”
I personally love having the option to get on the phone with live help if and when needed.
What does your company do to provide a sense of trust?
Image Source: SalFalko on Flickr
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