Why It’s Important for People to Know, Like and Trust Your Brand
You might have heard that it’s important for people to know, like, and trust your brand — but what does that mean? Sure, you know what each of these concepts mean in a personal relationship: what it means to know a person, to like a person, and to trust a person. But can you actually have those feelings about a business?
The short answer is yes. You can feel that way, and you should feel that way!
Think about it like this: There are many factors that play into whether a customer patronizes a business. Things like the quality of the product or service, the efficiency of delivery, the cost, the convenience. But what about the factors that really have nothing to do with the product or service you’re buying?
The reality is that people want to do business with people. They want to feel as if they have a personal connection with those who make the business run, whether that’s the owners themselves or the employees whom they frequently interact with.
Connecting with People
Is your brand making a personal connection?
After all, one of the major reasons people say they want to support small businesses instead of big corporations is that they know they aren’t going to get lost in the shuffle of hundreds or even thousands of other customers.
Maybe you’ve even noticed that some big businesses — corporate chains with locations all across the country or even the world — try to convey this kind of personal connection. They strive to make it seem that even among their countless customers, the individual who is reading or watching any given ad is important. They matter and they stand out among all the other customers.
Your two greatest opportunities to achieve this kind of personal connection is through digital marketing and face-to-face networking, the two main tenets of Ann’s Social Media & Marketing.
"We specialize in helping to make connections for our clients,” says owner Ann Brennan. “Not just through digital marketing but through real-life introductions. This is really what makes us stand out. We consider it our job to help people know, like, and trust our clients."
As we discuss what it means to know, like, and trust a business, let’s look at it from the customer’s perspective:
KNOWING
When you know a business or a brand, there’s a connection there. Sure, you might be able to recognize a brand by its logo or slogan, but recognizing isn’t the same as knowing.
When you know a business, you understand its values and its approach to business.
Do the people behind this business support any charitable causes?
Do they implement eco-friendly practices within their operations?
Do they offer field trips or guest presentations to schools or educational institutes?
Do they employ local residents?
When you start to see what it is that a business (or more specifically, a business owner) represents above and beyond what they sell, you are investing your money into so much more than a product. As motivational speaker Simon Sinek puts it, “People don't buy what you do; they buy why you do it, and what you do simply proves what you believe.”
LIKING
So, now that you know a business…do you like them? If you have an understanding of what this business stands for, do you appreciate that? Would you want to sit down and have a conversation with this business over a cup of coffee?
Most business owners might think that, well, of course, their business is likable! It’s not as if they go around kicking puppies in a deliberate attempt to offend or upset people.
But the reality is not every business owner is as likable as they think they are. And if that business owner isn’t likable, will people like their business? Think about these questions:
When you meet a business owner at networking events, do they seem friendly and approachable, or are they aloof and borderline rude?
If you follow a business on social media, is its tone friendly and fun, or does it seem dry and boring?
Remember, unlikeable isn’t about being offensive or nasty. Sometimes unlikeable just means hard to connect with. In order to be likable, businesses need to be personable.
TRUST
You want to trust that this business is going to be what it projects itself to be. You as a customer want to know that this business is going to deliver a high-quality product or service, it’s going to treat you and other customers the way they deserve to be treated, and it’s going to look out for the best interests of its customer base and the community it serves.
So how do you assess whether you trust a business? Besides your gut reaction, you might base your trust on these questions:
Does the business have testimonials or positive word-of-mouth from other businesses and customers?
Is the business transparent in everything that it does?
Is the business accessible when you need it, whether that’s a simple question regarding operating hours or something a little more complicated like a return/exchange?
Is the business an expert in its industry?
Being able to know, like, and trust a business separates it from the competition and ensures that people feel comfortable spending their money with the business.