Most brands don’t have an awareness problem—if only we could get in front of more people then we’d get more business!—they have a trust problem.
People know you exist, they just don’t believe you’re right for them.
This is hard to hear and even less fun to talk about in meetings. Trust problems aren’t sexy. They can’t be solved with money and funnels and ad campaigns.
When you’re solving a trust problem, there’s no clear roadmap to follow or metrics to measure. This is about strategy, not tactics, and more than anything it demands empathy. Good ole’ emotional labour.
That said, how do you work on a trust problem?
Your brand isn’t your logo, it’s the story I tell myself every time I see it. Strong brands are consistent brands—everything they do and every touchpoint they have with their audience reflects everything they’re about.
Consistency means we know exactly who you are, what you stand for, and what we can expect when we buy from you. It makes you a strong yes to the right people and a strong no to the wrong ones. This polarizing reaction is what you want.
Before you layer on new tactics (see the aforementioned funnels and ad campaigns), start with where you are and who you’re already serving. Look for the gaps. Address those first.
It’s tempting to try, but you can’t buy trust. You have to earn it.
Caution! Do not pass go, do not collect $200, do not launch another Facebook ad campaign until you’ve addressed this first.