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.
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. 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 first started my business, I followed one rule to build my brand value via credibility to create trust:
“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.
Here is my two step solution to ensure success:
- Figure out how you can deliver and execute on your promise to the best of your ability.
- If you realize you can’t deliver then 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 time and 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 what 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 have to subtract from your trust balance. Most businesses start with a zero balance, so make sure you do your best to earn trust from customers every day to avoid bankruptcy, and therefore create an abundance of value.
Think about 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!