For businesses both new and old- reputation is everything. Today, controversy can hit brands at any time, and topple their reputation. Take Bournvita’s recent sugar storm or Maggi’s MSG tests- they directly impacted the brand’s reputation and sales. Maggi had to go off shelves before it was relaunched again. A number of brands, from Air India to Bournvita, Maggi and even Snapchat and Xiaomi have been caught in such crossfires, each one no less than a PR nightmare. Rebuilding trust post controversies is an arduous process and one with no assured results. We spoke in length about the lessons to learn from the recent Bournvita fiasco as advertisers (read it here.) Today, let’s talk about why brand building is essential for business.
Testing Times for Trust:
“It takes 20 years to build a reputation and five minutes to ruin it.” There’s no fact as true as this statement by Warren Buffet, especially in the digital age. And brands gunning for customer trust know all about this. Building long-term trust with consumers means ensuring that all the brand’s products, experience, service and communication are perfectly synced with its purpose and values.
However, the ways to earn trust have become slightly more challenging for brands with time. Today consumers have become more aware and are stringent in their expectations of product quality, what they consume and what they promote. They have learnt to make more brands accountable today more than ever.
Earlier, large legacy brands were then inherently trusted to deliver the products and services expected of them. But today, with social media and wide access to the internet, users glean more information and are likely to consider three-five products of the same category before making a purchase. And if the product doesn’t live up to its claims, even the most trustworthy legacy businesses can face the heat at any minute.
It has become the need of the hour for brands to be transparent about their manufacturing processes, the consistency in ingredients, quality standards and maintenance of law and set benchmarks.
Similarly, reliable after-sales service, product longevity and a hassle-free purchase experience have become pivotal parameters for gadgets and automotive brands.
Building Trust with Social Media:
Before the advent and takeover of the internet, brands had fixed, limited means to reach consumers and vice versa. However, social media has introduced a significant new factor to the equation: It allows brands to directly talk to the audience, build a rapport with its consumers, and during controversies also disseminate the rapid spread of information about poor-quality products. Unhappy customers today are quick to upload and share their experiences on social media to share their experiences. The key is not to be shy of customers complaining on social media. It shows the world that you are open, transparent and accountable for your actions.
What matters, in the long run, is how you respond to the issue and the action you take. There are no shortcuts to earning or regaining trust. When a misunderstanding occurs, the brand must begin by explaining where it’s coming from, and what its course of action for the issue will be and remain committed to the consumer, specifically on the internet. Brands also need to keep a look at reviews posted online. They play an increasingly important role in the buying decision of your audience.
The simplest way to build trust is to keep your brand honest and transparent and, above all, authentic. Encourage feedback and monitor it, respond with transparency, especially when dealing with issues highlighted on the internet. One viral tweet is likely to do more damage and make you lose customers more than anything else. Remember- prompt action, quick response and a humble attitude goes a long way for trust building.
At 3 Dots Design, we are backed by a team of experts who master the art of effective communication and brand building. Being one of the best ad agencies in Pune, we have a team of well-experienced content writers, graphic designers, brand managers and digital experts who help your brand build a trusted base and deal with any crisis that may come your way. If you wish to know more about who we are or what we do, please visit www.3dotsdesign.in or get in touch with us at contact@3dotsdesign.in