In a market where it takes so much work to gain customer trust, what can you do to become a trustworthy brand?
According to the Gustavson Brand Trust Index, brand trust fell to an all-time low in 2020.
But the following year, the same researchers discovered a trait that could help you bring that trust back: authenticity. Brand authenticity and brand trust have a major relationship going on.
While Gustavson uses authenticity to talk about social responsibility, we’d argue you can apply that take to brand authenticity as a whole — showing your customers your human side.
How can you make your brand more authentic to build trust with your customers? Let’s talk more about the importance of authenticity and five ways you can boost it for your brand.
The Importance of Authenticity
Your brand’s authenticity can make or break your customers’ buying decisions. A survey of more than 1,500 consumers showed that 90% think authenticity is important when deciding what brands to support.
Just as data-driven brand building helps you establish a solid brand, so does authenticity-driven brand building. Use data to establish your brand strategy, then find ways to make that strategy feel authentic.
5 Ways to Make Your Brand More Authentic
Here are five actionable strategies you can use to solidify your brand’s authenticity.
Add social proof
This might not be the first time you’ve seen us suggest using social proof in your marketing, and for good reason. It’s one of the best ways to build trust in your brand.
Social proof is evidence showing other customers like your brand. Think reviews, social media posts from customers, and case studies. These stamps of approval go a long way in building trust through authenticity.
After all, customers are more likely to trust people on their level over a brand they don’t know yet. Social proof gives your marketing a human touch that breaks down barriers to trust.
Use social proof in your marketing wherever you can to add authenticity. We’re talking websites, landing pages, social media posts — anywhere you have space to vouch for yourself.
Think of ways to get creative with your social proof, like Descript’s use of customer tweets to make a full testimonial:
All of the phrases in the quote come from real Tweets that you can read in the collection linked below it. They say to use your customers’ language in your marketing, and Descript cranked up that advice to the maximum level.
Share your story
Your story is what separates your business from your brand. Strong brands have a mission behind them, whether it’s something simple like making people happier or something ambitious like helping the environment. Share how your brand came to be and why you do what you do to build trust with your customers.
You’ll often see a brand’s story on their “About Us” page. Look how Trade Coffee shares its mission and beliefs on its “Our Mission/About Us” page.