When it comes to brands, the ones we trust are the ones we feel we ‘know’. Creating trust is all about allowing your audience to get to know you well, and acting in a way that lives up to their expectations.
This article will talk you through the groundwork you need to do to create a trustworthy brand by getting clear on your mission, values and personality, and communicating these things effectively.
Share your goals and beliefs
All good businesses exist for a reason. The founders have a goal, something they hope to achieve and a reason why it matters. To get clear on the meaning of your organisation, write down what you are trying to achieve and why, in the shortest most compelling sentence you can manage. You could use the format: ‘My brand aims to [fill in blank] because [fill in blank]’. Once you and your team agree on your mission you should keep it somewhere prominent, refer back to it often and make sure it is at the heart of everything you do. As Benjamin Disraeli once said “Constancy to purpose is the secret to success”. Additionally to that, the people who relate to your mission will come to trust you if they can see that you are dedicated to it, so share it and communicate it in as many ways as you can.
Live by your values
Your values are the guiding principles your brand lives by, the things it would be nothing without. For example, are ‘empathy’, ‘courage’, ‘craftsmanship’ or ‘community’ key to what you do? Carefully choose a small handful of words that have real significance: dig deep and justify your choices. Once you have got a list you are happy with use it to guide your business decisions. Think about how you can express these values through the choices you make, and also how you can communicate them to your audience via what you do, what you say, how you act and how you look. Values which you share with your customers show them that you understand how they are feeling, and help build the connections between you and them.
Express your personality
If your brand was a person, what sort of person would it be? To create a trustworthy brand you must be consistent in the way you act and present yourselves - it is hard to trust someone who behaves inconsistently or changes the way they look or act too often, and the same goes for brands. Your audience need to know where they stand and what to expect. By defining a personality - be it ‘active’, ‘easy-going’, ‘caring’, or ‘wise’ - you create a checklist for all of your brand communications, which the whole team can use to stay on track.
Ultimately, defining exactly why your brand exists, what is important to its integrity, and what personality it should project, allows a whole team of people to work on it simultaneously and move it in the same direction. And a brand which makes sense on the inside appears trustworthy and coherent on the outside.
Finding ways to successfully communicate your mission, values and personality, whether verbally or visually, will be key to engaging the right audience for your brand and helping it to stand out from the crowd. A good brand identity will communicate about your brand quickly and effectively, and can begin to build the trust you need to succeed.
If you’re based in or around Brighton and would like to meet up for a free 1hr chat about your brand contact me here