Credibility refers to the objective and subjective components of the believability of a source or message and has to be earned over time, but also can be lost in an instant, as we have seen when headlines break and the real truth is uncovered. Credibility is a key branding component, as well as being a free branding tool available to everyone.
Promising something and delivering the best experience to back up that promise is the surest way to earn brand trust and the catalyst that turns brand fans into brand ambassadors.
Given the explosion of words spoken and written, yet much less words delivered upon, it isn’t surprising to see the widespread lack of confidence, and customers reluctance to take action.
When I moved to Phoenix over three years ago, no one knew me, so I followed one rule to build my brand value:“Deliver on every promise made to someone, no matter how big or small the person or the size of what you promised.”
If you aren’t sure if you can deliver, then just make a small promise that you know you can keep or don’t say anything until you get it done. It is that simple…and that hard when things have changed and you may no longer feel like delivering on your word. How do I know? Because it happened to me a lot, so here is my two step solution:
- Figure out how you can deliver and examine what changed, so you don’t make the same mistake again.
- If you truly can’t deliver, try to come up with an alternative solution and communicate with the person a.s.a.p.
Your brand is your reputation; which is your word, and how you deliver on your word. When you don’t deliver on your word; you will decrease your credibility, and therefore your brand value.
If you want to make the most of your marketing dollars, try these three tips:
- Deliver clear and direct communication that is enhanced by many small acts.
- Make sure your brand promise messaging is aligned with your brand experience.
- Instead of telling what you deliver, figure out ways to show how you can deliver.
Think of credibility as a bank account balance. Every time you do what you say you will do, you can add to your trust balance. Whenever you don’t do what you say you will do, you can subtract from your trust balance. Remember, most businesses start with a negative balance, so make sure you do your best to earn trust from customers or continue to go negative, which can lead to bankruptcy.
When you are able to trust someone that you do business with…aren’t you likely to pay more and become a repeat buyer? I’ll bet you would even drive further and refer your friends. When you can trust a business, and understand the value offered, you would also be less tempted by competitive offerings because credibility backed by trust is true power.
Powerful and lasting credibility is something that can’t be bought or faked, so start earning more brand value by delivering on all of your promises today!
I hope you are starting to realize that you are communicating your brand every day, in every way.
Just be you, fulfill what you promise and always give your best.