The Importance of Trustworthiness:
Taking into consideration the global unease caused by political upheaval, the murders of medical insurance CEOs, and the widespread mistrust in brand ingredients, consumer trust is at an all-time low. The proverbial veil has been lifted, so to speak, and consumers everywhere have discovered their power in revolting against brands that prioritize capitalism over the consumer.
With the recent election in the U.S., many have taken to TikTok to call out brands that politically align with the election efforts of our new president, essentially boycotting the purchase or interaction with these brands. How do you prevent being a brand that is considered untrustworthy? Follow the tips below:
1. Avoid Spinning the Truth
Historically, large corporations have vocalized their political positions. However, in situations involving racism, sexism, and legal cover-ups, some brands appear to voice opinions that seem to support these global crises. Consider your target audience and the consequences of attaching your brand’s support to global or local issues.
The social media presence of almost every brand provides a platform for real consumers to voice their opinions about a brand’s agenda or values. As a brand, you represent many groups of people, including those within your target audience and those outside of it. Be prepared to back up any statements or donations with real action and be ready for backlash from either side. Remember the adage: "You can’t make everyone happy."
2. The Truth, the Whole Truth, and Nothing but the Truth
Gone are the days when companies could market promises they couldn’t keep without facing consequences. The internet, social media, and discerning consumers have ensured that brands stick to their commitments when making statements. We've seen a shift in how influencers on social media platforms are regulated when promoting products. Posts now require a written or vocal disclosure of paid partnerships, so the audience is made aware of any biased reviews.
Marketing your brand through social media without disclosing paid partnerships can create immediate distrust, unless the advertisement comes from an influencer who has an established, trusting fan base. In this case, it is crucial to identify your target audience through the chosen promoters. Consider the first tip when deciding on influencer partnerships. Attaching your brand to another person can limit your control over their future opinions or statements, and you should understand that brands sometimes need to provide a truthful statement of their own to distance themselves from any opinions expressed by influencers.
3. This IS a Popularity Contest
There’s no better way to understand your customer than by checking the data based on their opinions. A powerful and popular brand will continually evaluate its standing with customers by tracking engagement, product/service ratings, customer feedback, or the percentage of returning customers. A great way to nurture existing customers is by creating email flows that track customer activities to personalize their shopping experience and encourage them to complete a purchase. Loyalty programs and exclusive discounts add value to your offerings and increase customer retention.
Creating a trustworthy brand is relatively easy, but the follow-through can be challenging. With a strong marketing strategy centered around audience trust, consistency will prove valuable in gaining consumer confidence. Consider the three tips above when delivering messages to your target audience, and work on establishing a reputation of reliability with your customers.