Building brand trust is essential if any of that brand’s marketing attempts are expected to produce high engagement from it’s target audience. Customer trust in a brand must be cultivated, in order to maximise conversion and return custom.
91% of consumers said that they are more likely to buy from an honest brand than a dishonest one. With somewhat subjective criteria being a huge basis for possible sales, research into what your target audience identify as honest is crucial.
An effective method of cultivating brand trust is through the creation and release of custom content. In fact 78% of consumers believe that companies focused on custom content are more trustworthy than companies who post generic or reused content.
Custom content that is tailored to a target audience’s need makes the customer believe the brand cares about their time. This creates a positive relationship with your brand that develops their trust.
Authenticity is also a major component of establishing trust with your brand. Just like honesty, authenticity means different things to different generations and target audiences. With thorough research into your demographic, you may target your branding strategies to present the desired qualities of your target audience.
For example, Millennials identify corporate social responsibility to be the sign of an authentic company, with 48% of millennials supporting brands who in turn support social causes.
Making your brand not only appealing, but authentic to your customers, drives up conversion with your target audience, provided your research into their preferences is done effectively.
To provide effective branding solutions, Martian Marketing undertake specialised psychological research into your target market, to understand the best ways in which their preferences and qualities can be appealed to.
We learn what your audience need to see in order to grow their trust, and implement bespoke strategies to highlight these qualities in your brand.