Do prospects know, like and trust your brand?
If people know, like and trust your content, they will want to do business with you.
It doesn’t take an expert marketing team to figure that out. And yet, too often many brands fail at one of these crucial elements.
You don’t have to put all your effort into all of them all the time. But if he even neglected one, it will show in his performance.
It’s easy and simple to say all that, but what does it mean in practice? Let’s take a closer look at these terms.
What does it mean to know?
Knowing means more than just recognizing your brand and being aware of it. It’s about understanding what your business is about on a deeper level. To get to that level, you need to actively and directly share information with prospects.
This doesn’t necessarily mean you should write an essay on your About page. It also doesn’t mean that every interaction with prospects should highlight every aspect of your business.
Sometimes what is left unsaid tells an important story. Keeping things simple sends a message that your brand is focused and dedicated to results without the fluff. At the same time, if you’re just starting out, it’s a good idea to make people aware of the brand details explicitly.
In 1983, Apple Computers published an 18-page booklet called Introduction to the Macintosh in Newsweek. They felt that those 18 pages were necessary to get their concept across before the release of the Macintosh. Compare that to Apple’s current approach. The more prospects know about you, the less you have to work on this step.
What does like mean?
The first thing to make peace with is that not everyone will like you or your brand.
Some prospects just won’t like your sales approach, or just won’t like what you’re offering. It’s fine, as long as you know why that is.
Every marketing decision you make puts you in a category. For every person who likes how you interact with them, there’s sure to be one who doesn’t. Your job is to find out why they like you or not.
Sometimes, you will realize that it is not worth sacrificing your values to please some people. It’s okay to make that decision, as long as you know why you’re doing it.
One of the things most people don’t like is being sold to. It is not a pleasant experience, especially if it is obvious. In order for people to really like your brand, infuse value into your content.
There are many ways to please your prospects, but the key is that you have to give them something they like. Your brand should have character, as it’s hard to like something that’s bland and uninspiring.
What does it mean to trust?
This is the easiest to get right, and yet many get it wrong.
Human beings are trusting by nature. We believe most of what we hear. Otherwise, it would be impossible to have a conversation.
All you have to do to get prospects to trust you is never renege on the promises you make. With most prospects you reach, you have a priori confidence in the commitment of good faith. Don’t compromise that trust and your job is done.
A great example of this is the Ritz-Carlton Hotel’s $2,000 employee empowerment grant. Each employee is authorized to spend up to $2,000 to repair a negative customer experience. That creates deep trust. People trust that no matter what, their experience will ultimately be satisfying when they stay at the Ritz.
Knowing leads to liking and ultimately to trust
Every time you make a decision, ask yourself how it affects your prospects’ view of your brand.
Do whatever you need to do to build awareness, even if it means publishing an 18-page brochure about your product. Find out what your prospects like and what they don’t. Don’t assume in advance. Finally, never, ever fail to keep your promises.