Brand credibility - how to build an expert image?
The credibility of the brand in the eyes of the client can only be built by creating an appropriate image and gaining his trust. It is not an easy task because you have been working on it for years, and sometimes one wrong step can destroy everything we have managed to create. In order to achieve tangible economic benefits, gaining the trust of the consumer is a key element.
The image of an expert builds brand credibility
Due to high competitiveness, companies must distinguish themselves by the high quality of the services or products they offer. Consumers are looking for companies that enjoy the opinion of professionals, experts in their field. It will probably come as no surprise that the best way to build the image of an expert is to provide the consumer with valuable content, which we develop as part of the entire content marketing strategy. The popular statement content is king did not come out of nowhere, but only properly prepared, substantive publications will allow us to create an image of an expert on the Internet. If customers evaluate us as a specialist, the brand credibility in their eyes will increase. It's much easier to outsource a task or buy a product from someone who knows what they are doing.
Why is it worth creating the image of an expert and where to start?
Shaping the image of an expert brings a number of benefits to the company. Advertising has become very aggressive in recent years. Users have learned how to browse the web content very effectively, not paying attention to the displayed advertisements. Content marketing is not a form of traditional marketing, there is no advertising message in it, and the customer is obtained by building trust and creating an expert image that encourages them to take advantage of the offer. As a rule of thumb, the best marketing is the one that doesn't appear to be marketing.
At the very beginning, we must realize that building the image of an expert requires creating a plan, devoting time and systematic work. It is very important to establish who is our recipient and what information they will need. Texts should be created with the reader in mind, about his needs and problems that we can solve. The material is to be interesting and bring value in the form of reliable knowledge. There is no need to introduce content promoting our products to the article, a good article itself is an advertisement because it increases the credibility of the brand.
Brand credibility, i.e. how greater trust affects conversion
Positive feedback from customers is the best way to increase brand credibility. It is worth placing all recommendations on the website, and the most important will be those from well-known and recognizable companies. It is also worth adding links to the websites of business partners to show that we are a trustworthy company. Show your best side without raising any doubts. The user is more likely to make a purchase if he knows and trusts the company. Brand credibility can also be increased by adding information about the company's management and employees with whom the customer is in direct contact.
How to create a company's image to increase brand credibility and trust?
Of course, not only content marketing helps to create the image of a reliable and trustworthy company. First of all, the website should be properly prepared in terms of building credibility and trust. Such a website generates leads much easier. Even if we create a great advertising campaign on the Internet, it will not make any sense if it is directed to a website that does not arouse positive emotions.
Second, the visual content should not be forgotten. As much as content is important, we should pay attention to high-quality, substantive photos, infographics and videos. The better our website looks visually, the better the recipient will perceive the content there.
The third and last factor that should be borne in mind when creating a brand image is the use of all available tools for image presentation, strengthening the brand's credibility. First of all, it is necessary to emphasize the role of social media, which are asking for their use to create an image. Remember to apply the principle of consistency and create a uniform message on the website, in advertising campaigns and in social media. Only such a strategy will allow you to build the image of a professional, trustworthy company.