What an extraordinary time it is to embark on a business venture! Modern technology allows you to instantly introduce your brand to the world and connect with customers across the globe.
There is another side to the coin, however. Consumers already have endless choices at their fingertips, and with those choices comes skepticism. So, how do you earn people’s trust when they cannot meet in person? The answer lies in building credibility and showing your brand’s true self online.
Here, we’ll explore some surefire ways that can help your new brand build credibility and authenticity and earn a spot in your audience’s hearts and carts.
#1 Share the Story Behind the Brand
Every great brand possesses a heart, and that heart is its story. A brand’s origin story is more than just an interesting tidbit. It’s the key to building a genuine connection.
Sol de Janeiro, for instance, built a household name by focusing on body-positive messaging and a diverse, disruptive stance, rooted in its Rio de Janeiro ethos.
The power of storytelling for a new brand comes from making the customer the central hero of the narrative. While it is the brand’s origin story, its effectiveness stems from showing how the brand solves the customer’s problems or fulfills their aspirations.
To tell your brand’s story effectively, authenticity is important; inventing details can erode trust.
Focus on the brand’s core purpose and share that founding spark, whether it was a conversation, a personal frustration, or a lived experience. This adds depth and makes the journey relatable.
Also, let the real people behind your brand shine. Share glimpses into your company culture or introduce your team members. Using real photos instead of generic stock images helps customers feel good about supporting you because they see the human element.
#2 Invest in a Thoughtful Website
Where do people search for businesses? Search engines like Google are still the go-to for finding businesses. But people are also turning to AI tools like ChatGPT and voice assistants for recommendations and product discovery.
This makes having a thoughtful, professional website more important than ever. Without one, your business won’t turn up on their screen. And unless it does, they won’t trust you or buy from you.
Web design influences a brand’s image. So, don’t just craft a website for the sake of it. Take care to design a website that is professional yet aesthetically appealing and quick to load. That is because users are more likely to trust as well as engage with websites with a polished appearance and seamless functionality.
To create something that feels trustworthy, you don’t need to spend thousands on a custom design. AI-powered website builders make it easy for anyone to create a professional-looking website. These tools ask a few questions, then generate layouts, write content, and suggest branding elements that match your style.
According to Hocoos, these clever tools also reduce bulky files and unnecessary coding from web pages, making your site user-friendly and responsive.
#3 Educate Instead of Just Selling
Bombarding consumers with ads, promotions, and sales pitches across countless channels daily won’t do any good. Rather, it will only lead to ad fatigue.
Consumers nowadays seek value, information, and solutions to their problems. If you offer helpful tips for free, you become a trusted expert in your field.
This strategy involves shifting from a purely transactional mindset to a relationship-building one, adopting a “give before you get” approach. For new brands, who often face challenges with immediate sales, this is a sustainable long-term strategy that cultivates loyalty and positive word-of-mouth, making future sales easier.
To be an effective educational resource, create blog posts that answer common questions or solve problems. Etsy and ModCloth are excellent examples of brands that built authority through blogging about their specific niches.
Producing engaging video content, such as tutorials, how-to guides, or behind-the-scenes glimpses, can be very impactful.
Consistency is important, however. Regularly providing new, valuable content helps build an ongoing relationship with the audience. Leveraging thought leadership by sharing insights from experts, even through licensed content from third parties, can boost credibility.
Some brands successfully adopt an “unbranded” education strategy for deeper trust. For example, Casper, a mattress brand, created a separate blog, “Van Winkle’s,” focused on the science and culture of sleep, engaging customers searching for sleep solutions.
Building a Brand That Lasts
Building credibility and authenticity online takes time, effort, and a whole lot of heart. But these strategies will help you earn trust faster than trying to go it alone.
Remember, consistency in message and actions across all digital channels is key. Keep connecting, keep sharing, and keep being authentic. The audience will notice, and they will stick around for the real deal.
