Your brand identity talks to who you are as a business. It’s the value which you add to the lives of your customers, the challenges which you solve for them and your ability to produce what you promised.
Long gone are the days when you were able to just design a memorable logo in order to make sure that your customers keep coming back. Brand identities have a number of different layers. There are those layers people see, such as logos, typography, packaging and merchandising. Also, there are those layers that people utilise in order to learn about the brand, like websites, messaging as well as a brand’s commitment to a cause.
Failure to devote the time and resources needed to create an identity which sets you apart, and your brand will probably fail. If customers don’t experience what you’ve put out there for them to see as well as hear, they will not trust your brand or be loyal to it. Brand credibility talks to all the qualities you need to be successful. That’s why developing a brand credibility strategy first will help your brand identity make sense.
Trust is the major driver of credibility and loyalty for your brand. One way to overcome the inherent scepticism is by engaging in transparent practices that will show you’re doing business honestly.
You want to be straightforward in all your communications, no matter the source. Being confusing because you’re utilising too much technical jargon or ambiguous statements will only lower the amount of trust you enjoy.
The basic principle of trust is consistency and delivering on what you promised. Provide your customers with consistent quality and ensure your products or services are reliable. Offering warranties or money-back guarantees goes a long way to convincing people you’re confident in your performance.