In a highly competitive business environment, brand trust is an invaluable asset that is increasingly impacting customers’ purchasing decisions. Trust is built through various interactions and experiences, based on the perception that the brand is honest, dependable, and consistently fulfills its promises.
Public Relations (PR) are fundamental to cultivating trusting relationships with customers through various strategies. We will explore how to implement these strategies gradually and structurally, which will facilitate their adoption and allow sustainable results.
Strategies and phases for cultivating brand trust and increasing credibility
Phase 1: Trust fundamentals
1. Humanization of the brand
People trust people, so brands need to show their faces behind them and address their audiences.
Actions:
- Participate in community events and on social media.
- Tell authentic stories that communicate the brand’s message and value proposition.
- Show the team behind the brand.
2. Transparency and honesty
Maintaining clear, consistent, and truthful communication is essential for trust. Acting with integrity in all public statements strengthens the positive perception of the brand.
Actions:
- Develop clear, consistent, and truthful messages.
- Maintain constant and bidirectional communication.
- Promote open and honest dialogue.
- Manage communication with stakeholders strategically.
Phase 2: Communication and connection
3. The art of storytelling
Communicate the story, values, and mission of the brand in an attractive and consistent manner across various channels.
Actions:
- Identify key messages.
- Create and disseminate authentic and consistent content.
4. Social listening
Better understanding the audience and proactively responding to their expectations helps build a solid reputation based on authenticity. These conversations, which may seem ordinary, represent a goldmine for brands to understand the needs and preferences of the audience.
Actions:
- Monitor and analyze conversations on social media.
- Adapt strategies based on feedback.
Phase 3: Relationships and reputation
5. B2B Influencer marketing
Strategic partnerships with relevant influencers can transfer some of their credibility to the brand.
Actions:
- Identify and collaborate with respected influencers.
- Share positive influencer experiences with the brand.
6. Relationships with trusted third parties
Collaborate with opinion leaders and relevant communities to stimulate positive conversations about the brand.
Actions:
- Actively participate in relevant communities.
- Encourage eWOM (digital word of mouth).
7. Customer relationships
Maintain open communication and respond quickly to inquiries and comments to show that customers are valued.
Actions:
- Establish direct communication channels.
- Share testimonials and celebrate success stories.
8. Thought leadership
Position the company and its leaders as authorities in the industry. Being perceived as a thought leader makes the company the preferred source of information and advice, increasing credibility.
Actions:
- Publish valuable and evergreen content.
- Share valuable insights.
- Implement thought leadership strategies.
9. ESG (Environmental, Social, and Governance)
Demonstrate commitment to ethical practices and social responsibility to enhance the brand’s reputation and reliability.
Actions:
- Participate in community initiatives and support social causes.
- Communicate ESG actions through various channels.
Phase 4: Management and response
10. Proactive crisis communication management
Communicate openly about issues and steps to address them, demonstrating commitment to integrity and transparency.
Actions:
- Prepare a crisis communication management plan.
- Communicate proactively and transparently during crises.
- Evaluate the strategies used to obtain feedback and improvement.