In marketing, your brand is your image and ideal. From your logo to your media presence, how you brand your company matters a great deal towards your future success. Every aspect must be cohesive and designed with your end goals in mind. But, consumers are exceptionally savvy, and they know fraud when they see it. How can you make sure your brand is seen as authentic?
Offer Expert Knowledge
You’ve already put in the work to be an expert in your field. Now, you want those seeing your work to know that you are that expert. One way to do this is to offer expert knowledge, to let customers know you are who you say you are. They feel they are getting special, inside information of whatever it is you do, from cybersecurity to plumbing. This offering of trade secrets builds both their knowledge of your expertise and a bond of loyalty with those who feel trusted and that they can trust you.
Tell Your Customer Stories
Real-life case studies can offer authenticity for your brand. New customers feel more comfortable when they hear stories of positive things you have done in work for other clients. This is not a time for gossip—rather, it’s specifically to tell positive stories where both you and your clients are the heroes. Describe what they can expect and what work you’ve done in the past.
Be Genuine
The most expensive brands have discovered already that consumers want brand ambassadors who think and use products as they do, and who are identifiable to themselves. Your job is to tap into both your authentic consumer base and your intent for your brand, by being your genuine selves. If you’re a little funny, that’s great! If you’re continually stoic? Also fine. Be confident in the image you project and in the brand you have developed. Don’t be wishy-washy. Consumers don’t like gimmicks as much as they enjoy knowing that your branding will be consistent. They’re with you for a reason and will bring their friends.
Be confident in your brand. You’ve been working hard to develop a trustworthy appeal to customers, and your clients will respond to that. Don’t betray the trust which you have cultivated! Make sure you continue to offer quality services along with your branding, and you’ll have loyalty from customers for many years to come.
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