Investing in the quality of your products and services is crucial for your business. However, that’s not enough to ensure your success. The modern customer is tech-savvy and research-oriented. Given how easily accessible information is today, consumers can assess your brand even when you’re not in the spotlight.
People tend to like companies that can provide them with a transparent, genuine, and credible experience. Recent research shows that over 88 percent of customers consider brand authenticity before purchasing. So as you spend time creating great products and services, you must also focus on developing the authenticity of your brand.
In today’s competitive world, winning customers’ trust may seem daunting. But it doesn’t have to be. There is still an opportunity to build a positive experience even when you’re struggling as a business. Here are some of the tips that can help you How To Develop Brand Authenticity:
1. Be transparent in your dealings
The first step toward building an authentic brand is showing transparency. Being honest and straightforward about your operations makes it easy for customers to trust your company. Make it a habit to share information relating to your revenue, pricing, sourcing, and business values. Sharing relevant information is vital in your relationship with the customers, suppliers, and prospective investors.
So, how do you build transparency? Start by providing all the necessary details of all the projects you’re planning or have already undertaken. For instance, suppose you own a roofing business. When quoting your total fees for a roofing project, break them down so that clients can understand why you’re charging that much. Not sure how to go about sending these quotes? Get a roofing estimate template online and customize it to your preference.
2. Deliver your services on time
Reliability is one of the most important aspects of a brand’s trustworthiness. One can define it as the probability that a system will perform its intended task within a specified period. The higher this probability, the more customers will want to be associated with your brand. So, how can you enhance your reliability?
First, make sure you promise what you can deliver. For instance, estimate a reasonable time when quoting the timelines for a roofing project. Most experts recommend you add a few hours or an extra day on top to help manage the customer’s expectations.
To increase the accuracy of your estimation, it’d be a good idea to invest in field service management software like the one developed by Jobber. This way, you’ll be able to throw guesswork out of the window and enhance your customers’ experience.
3. Leverage the power of customer engagement
You’ve probably read about the importance of customer engagement in marketing. But did you know it also plays a vital role in developing brand authenticity? Instead of waiting around for customers to send their complaints, you can proactively engage them. Use conversational approaches to start dialogues and take your time to listen to what’s important to them.
As you respond to the questions, make sure you also personalize your messages. Adding a few characters to your messages on social media or native messaging apps can make a huge difference. Your understanding of their problems also shows that you are ready to listen to them.
4. Acknowledge when you’re wrong
Engaging customers is one, but how you respond to their criticism is another. Many brands have failed the test because they weren’t ready to let down their guard. There comes a time when your best option is to admit that you fell short of expectations.
Imagine a situation where a customer posts on their social media handle complaining about how one of your agents treated them. Of course, your first instinct will be to protect your employees, but is that the best approach? Certainly not. Perhaps the best way to handle this problem is to empathize with the customer’s experience and promise to take action.
If the customer claims a refund, be sure to speed up the process. But then again, you should also ensure they meet all requirements before releasing the funds. Attaching a message or small token as an apology can also help rebuild customer trust.
Brand authenticity is vital when growing your business. Customers trust your company and always consider your products the go-to options. The first thing you should focus on as an entrepreneur is your company’s transparency. Be honest and straightforward in whatever you do, and you’ll automatically strengthen your brand’s trustworthiness. Reliability and proper customer engagement are other factors that should feature on your priority list. While at it, always acknowledge your mistakes and work on them promptly.
Caramela, Sammi. “7 Ways To (Really) Know Your Customers.” Business News Daily, June 29, 2022. https://www.businessnewsdaily.com/4890-customer-engagement-tips.html.
Reid, Andrews. “Consumers Demand Brand Authenticity: How Technology Can Help.” Forbes, March 17, 2022. https://www.forbes.com/sites/forbestechcouncil/2022/03/17/consumers-demand-brand-authenticity-how-technology-can-help/?sh=43c1bc0b39bf.
Zwilling, Martin. “5 Keys To Promoting Accountability In Your Business.” Entrepreneur, February 24, 2017. https://www.entrepreneur.com/article/289454.
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