🌟 How to build customer trust in your brand

For many marketing professionals, the main task is to bring emotion to the brands they represent. Some do this by supporting social causes. Others build large communities of fans. All of this is perfectly valid.

But a heart has to beat to sustain life. Brands embrace inspiring missions and philanthropy, but that may not give them a strong enough pulse to survive. Strip away the attractive logos, engaging slogans and communication strategies, and you find what really matters most: the people who represent the business.

Behind the products or services and their brilliant marketing, brands are made by the employees who produce them. They form the heart of the company and keep it beating steadily.

So why not promote the people themselves? 🤨

Consider this scenario: in front of you are two jars of skin cream with similar packaging and prices. The first was developed by a group of outstanding doctors. The second was developed by your dermatologist, who has more than 25 years of experience and is nationally recognised for the quality of their work.

Which jar will you buy? Perhaps the second, because you trust your doctor's expertise. Or perhaps the first, because the medical team caught your interest and you do not like your dermatologist. The point is that the product's origins influence your decision.

Professional experience has the power to help close deals and make money. Promoting it builds customer trust and, as we know, that increases sales. Marketing teams understand this perfectly and increasingly focus on these internal strengths, using them to stand out from competitors, establish credibility and raise the profile of the brand and its products or services.

That means capturing and communicating this information in ways consumers will actually see, rather than burying it in a three-sentence description on a website or a CV. Share it proudly on company and personal social media profiles. Highlight these human qualities in videos. Customers want to trust your company, so you need to show them people who give them a reason to do so.

Humanising businesses is essential, as consumers increasingly want to buy from people rather than brands. The leaders themselves can and should be inspiring figures! Invest in a good team that can make your company's heart beat strongly.

Let us look at three ways to put faces to your brand.

1. Make every employee a brand 👨‍🏫

Start at the top and work your way down. Make sure everyone who works with you has a biography and CV that perfectly captures their experience, skills, influence and impact on the business. If you do not show the best your brand has to offer, you will lose the public's interest.

2. Keep profiles up to date and consistent on LinkedIn

Make sure every employee has a profile using consistent language on this professional social network. If you cannot do this yourself, seek help from a communications or marketing specialist. Imagine you work exclusively with resellers: how often have you looked at their websites or profiles to better understand who you were talking to? A quick LinkedIn search for a client's name can help you find out more about them, including their professional experience, background and credentials.

What would you think of an employee with a poor photo, an incomplete profile or badly written text? Nothing good.

Today, we know that investors, business owners, clients, partners and consumers make these searches. So prepare in advance and avoid making a bad impression!

3. 👩‍💻Create a good content marketing strategy

There is no heartbeat without action. So direct the traffic your customers generate towards the people behind your brand. Publish articles on leadership. Many companies succeed by encouraging particular employees to write and publish these posts, rather than simply showing customers their qualifications and what they do.

People build companies and brands, not the other way round. The more consumers trust these people, the more they will believe that their expertise will deliver authentic, useful and reliable products.