Making consumers trust your brand, business or service can be a tiresome and complex endeavour. How does design help implement an emotional connection to your consumers?
Words come and go, he said this, she said that. We all say, mean and do different things. No two people are the same and those basic human principles apply heavily in today’s marketplace. Can we really trust everything a brand is telling us about their product or service? The short answer is: no probably not. However communicating a consistent vision of your brand can allow consumers to feel familiar with your service and become more likely to choose you over someone else.
Why? Just like we all feel more comfortable around our friends, the same applies with sales and making purchases. Social media has allowed Brands to become personal, we need to connect to our consumers like never before.
“Buy our product we are the best, it will never fail.” This statement put bluntly without any visual backup will never really gain trust. It may make a few sales, but words are simply not enough.
Now imagine this statement from Mercedes-Benz, with a picture of a gleaming car and a campaign that says “We have been producing top quality cars for almost a century.” The tone is not forceful, the brand is already familiar and the statement is enticing and very factual. Without telling the consumer to buy a product, we have suggested a solid reason why they should consider buying one of these products.
Unfortunately gaining consumers trust is more than a well thought out marketing strategy. It takes time and consistency. Using language coupled with carefully thought out visuals, that will start to produce content to tell a story about your brand, remember a brand is much more than just a logo. The key to building trust is through reinforcing your language with visual communication; either principle just on their own is no longer strong enough.
A few of our top tips for gaining trust through visual communication:
1. Stay consistent in style: Don’t keep changing the look and feel of your brand, keep at least 3 main design elements the same, such as; fonts, colour, image tone etc . . .
2. Don’t try and force trust: Trust takes time and some people will just never like your brand anyway.
3. Plan your story:
Why does your brand, product or service really exist? Work out what you want from consumers, so they can understand through your content that you have purpose.
Always remember that bigger brands do have more ways, teams and money to implement trust, making people become consumers and then repeat customers. However these same simple rules are just as important for your ideas to succeed.
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Start With Why By Simon Sinek