Brand trust can make or break your practice. Patients won’t come into your practice if they don’t trust you. Think of it this way, when you run out of toothpaste, for example, do you buy any product available? Or do you buy the product you trust and are comfortable with?
81% of customers say that they only buy from brands they trust. It goes without saying; you get rewarded for building trust for your practice.
Branding is how you tell your story.
“People don’t buy what you sell, they buy why you sell it.” -Simon Sinek
Edelman’s Trust Barometer report reveals:
- 53% of respondents say ‘whether you trust the company that owns the brand or brand that makes the product’ is the second most crucial factor when purchasing a new brand. Trust is second only to price (64%)
- 70% say trusting a brand is more critical today than in the past – a shared belief among age groups, gender and income
- 81% say personal vulnerability (around health, financial stability, and privacy) is a reason why brand trust has become more important
- 74% say a brand’s impact on society is a reason why brand trust has become more critical.
What is brand trust?
Brand trust is an asset determined by the customer’s expectations of how its products or services can deliver on its promises.
Your practice has to reflect your patient’s expectation that your products and services meet the promises you have made. How confident are you that your practice can deliver what you promise?
Generally, you should be able to provide answers to specific questions:
- Does your practice appear to your patients as honest and ethical?
- Do your products and services do what it is supposed to?
- Is your practice an authoritative source of information?
- Are your patients loyal to your practice?
- How is your support team? Do they satisfy your patients?
- Can you confidently say that your patients would recommend your practice to their family and friends?
Your patients need to trust that you’ve got them every step of the way. They need to have that feeling that you’ll meet their expectation every time. Therefore, brand trust is a must for your practice. As a matter of fact, part of your brand strategy.
Also, when your patients trust you, they become loyal to you. Hence, brand loyalty. Generally, when this happens, they refer your practice to their family and friends. However, if they lose their trust in your practice, your reputation goes down the drain.
How to build brand trust for your practice
Neglecting to build brand trust destabilizes customer loyalty. The result of this can be damage to your reputation.
1. Create Valuable content
Provide valuable content to your target audience. Ensure that every content your practice puts out there should add value to your audience, from your website, blogs to your social media. Quality content sets you up as an authoritative voice.
So, how do you know what content will add value?
Do some research! Research for content that will benefit your brand. Look out for what your competitor is doing. However, this is not saying you should do the exact thing your competitors are doing. Instead, fill the gaps they may have left.
Create content that resonates with your target audience. And as a result, you’ll build authority for your practice.
Also, while creating content, you should put your audience first. 80% of your content should add value, while 20% could be about your products and services.
“After all Content is king”
Keep in mind the 80/20 rule for your content creation: 80% of your content should be valuable and non-promotional. In contrast, the other 20% can talk about your product. This will engage consumers and prove to them that their wants and needs are a priority for you. Keep this in mind when posting to social media, writing a blog post or creating a video.
By putting your customer first, you’ll cultivate a sense of trust.
2. Maintain brand consistency
Consistency is crucial in branding. So, be consistent in everything you do, from your personality, tone, logo to your brand colours. Also, through consistency, you can build brand recognition as well as awareness. Brand consistency makes your practice unique. There’s a reason Apple is unique.
3. Encourage user-generated content
In this digital age, millennials use online channels to talk about their favourite brands. Therefore, you can leverage this to build trust. 76% of consumers believe the content that ordinary people share is more honest than advertising from brands.
User-generated content is a chance to show your potential consumers the effect your products have on others.
4. Refine customer experience
Ensure every interaction with your patient goes seamlessly. Customer experience has a significant influence on their purchase decision. How you interact with your patient both online and physically leaves a lasting impression. A great customer experience is what will build trust and bring positive reviews.
5. Build Social Proof
What is said out there about your brand can have a significant effect on your practice? Studies show that consumers read an average of 10 reviews before trusting a brand.
Thus you can provide social proof for your target audience. Examples include; reviews posted on your website, social media and testimonials
6. Create a social media presence
If you are not on social media today, then you are missing out on a whole lot. Today consumers seek answers on social media. So, if you are not on social media, you won’t be found. Potential consumers will look you up online first to see what their inner circle is saying about you.
Hence, having a social media presence is vital. There you can interact with your audience. Also, you can answer their questions, as a result, build trust.
Building brand trust is a gradual process. You can’t achieve it in a day. It is like a relationship. Think of the first time someone introduced you to a stranger in an event. Did you interact with them the way you do with your friends? Exactly!
Relationships take a while. We nurture them. So, if you don’t promote your relationship with your patients, someone else will.