Читать книгу Launching & Building a Brand For Dummies - Amy Will - Страница 111

People buy only the brands they believe and trust, so one of your branding goals should be to build credibility and trust and not do anything that undermines these attributes. Here are a few ways you can build credibility and trust in your brand:

 Demonstrate your knowledge and expertise. Use content marketing (valuable, relevant content that doesn’t explicitly promote your brand) to show that you know your stuff. You can distribute content in the form of web pages, blog posts, email messages, newsletters, press releases, podcasts, videos, and more.

 Keep your promises. Salespeople have a motto: “Underpromise and overdeliver.” Don’t make your customers expect more than you can reasonably deliver. Do what you say you’re going to do. If you launch a preorder, be sure that the date you promise to ship the product is realistic; then meet or beat that date. If an unforeseen delay arises, keep your preorder customers informed so that they know what to expect.

 Use customer and client testimonials. Include testimonials and positive quotations about your brand on your website or blog and in your marketing materials. Testimonials are especially effective for business-to-business brands because they show that you have a track record of delivering quality products or services.Business-to-consumer businesses can also benefit from testimonials. After launching our brand Color Me Book, we reached out to satisfied customers to request testimonials, which we then posted on our site.

 Embrace transparency. Be open and honest. If you say or do something wrong, own up to it, apologize, and try to undo any damage. Denial and shifting the blame may work in politics, but they’ll destroy a business.