Share your success and perhaps even your challenges as your business grows so that your customers can relate to your journey. Who better than you and your key employees to bring the human element to the story of your business in a way no one else can to your audience?Ĭontinue to build trust in your brand to help perpetuate the growth of your business by sharing stories with your consumers and target audience. This includes having you as the founder and others in the company featured on your website, on social media channels (Instagram, YouTube, Facebook), and in local television commercials. Bring your staff to the forefront when developing your brand strategy and marketing material. While your brand is a part of your business’s identity, it’s the people behind the business that consumers want to know.
Remember, consumers will pay a premium for brands with integrity. You don’t want conspiracy theories floating around and a loss of confidence-building up among consumers about the services or products you offer. Let consumers know about any missteps, take accountability, and apologize. If, along the way, something comes up that is not aligned with your brand, say so. Don’t overpromise, and ensure that your advertising is not misleading. Determine from the outset what you can commit to, be able to deliver on those commitments, and then communicate honestly what your business can do. While they realize no brand is perfect, they expect businesses to respect them as informed and smart consumers.
Today’s consumers, particularly Millennials and Gen Zers, want transparency and honesty. When your brand reflects what’s in your heart and comes from your passion, customers will get it and gravitate toward what you have to offer. Your brand’s visuals and messaging, including the tone and style of your content, should speak to your consumers in a way that resonates and is believable. Are you tapping into something that’s missing in the marketplace? Are you responding to a consumer need or solving a problem? Build your brand around this truth, speaking to your potential customers and how your product or service is designed to help them, provide joy, or even simply add to their wish list, and do so authentically. In developing your brand, think about why you are starting your business. I’ve put together seven strategies you can use in creating a reputable business and brand your customers will trust. These words have never been more resonating than today in the age of social media, influencers, and “gotcha journalism,” where one misstep could be a business’s downfall. If you think about that, you’ll do things differently,” Warren Buffett, CEO of Berkshire Hathaway, famously once said. “It takes 20 years to build a reputation and five minutes to ruin it.
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