Increase Sales With Brand Credibility

Written by Vera Raposo
on May 22nd, 2008 / 2 Comments / Print this

Among psychological triggers, ‘Credibility’ offers a significant contribution to your prospect’s buying decisions. We buy from people and companies who we perceive to be experts in the industry. We buy from people with a longstanding track record of success and we buy from companies who offer the power of mass appeal – mass appeal gives the perception of credibility. If thousands of people are buying XYZ then they must be good, right?

So if you’re a brand new company with a handful of customers how do you establish credibility?

First and foremost – offer an exceptional customer experience. Word of mouth marketing is an exceptional tool to build credibility. Consider who you’d be more likely to do business with? A brand new company who came by recommendation from a friend or associate or another company who has been around for 50 years but you’ve never heard of? Many people will go for the company recommended to them. Thus superior customer service, and of course superior products and services, are a sure way to create and enhance credibility.

Provide evidence – demonstrate data and statistics. We’ve all seen the claim, “Lose 30 pounds in 30 days,” or at least claims just like it. That alone isn’t enough to demonstrate credibility; however actual proof gives credibility to the claim. If your claim has credibility it transfers to your overall brand name and company. Provide case studies, charts, graphs, and relevant data to support success and people see – yes, this weight loss company knows what they’re talking about.

Testimonials, endorsements and reviews are other tools which serve provide evidence to your claim’s credibility and the credibility of your brand. When other people outside your company talk about how wonderful you are, how well your products or services are and how your company followed through or exceeded their expectations its ‘proof’ of your credibility.

“The more you are willing to accept responsibility for your actions, the more credibility you will have”
- Brian Koslow

Integrity – regardless of the size of your company, integrity is crucial to building a credible brand. Don’t follow though on promises, forget to follow up on a complaint, or treat customers poorly and your credibility plummets. This is particularly important for small business owners because size often implies credibility and success. Small business owners must maintain integrity. A reputation for poor customer service or misleading information ruins even the best of business models. You are your brand, act accordingly and reap the benefits.

Share the wealth – sharing knowledge and industry information increases credibility. Articles, reports, published books, and white papers all help establish brand credibility in your industry. For example, Microsoft’s brand and vast catalog of products and software are enhanced by their constant flow of valuable information ranging from their small business center to personal accounting, Microsoft consistently publishes valuable information.

The more credibility your brand acquires, the more confidence prospects will have in your products or services. This credibility will trigger purchasing decisions – the result…a bigger better bottom line.