Millennials and Gen Z do not trust easily, so when it comes to putting their money and support into a brand, they like to do their research and see whether the business is trustworthy. This has caused businesses to manage their brands better.
Your customer’s perception of your brand is what earns you money. How your brand is viewed by others is what makes conversions and helps spread the word about your business. Pushing your presence on social media is an essential part of the process, but if your brand is plagued by bad reviews and complaints on Twitter and Instagram, people are not going to invest.
- Offer complete transparency
Transparency allows your customers to know everything about your business, so they can make a decision on whether to invest money in your company or not. Your business should have nothing to hide, and by allowing your customers to know details about your brand, you are building trust. This is extremely important for Millennials, who are less trusting than other generations.
Be transparent by being willing to answer questions. Customers may try to contact your company via social media, email, online chat or over the phone – ensure that they get a quick, factual and truthful answer to their questions. Even if they are asking difficult questions, you should never ignore them, as this can backfire.
The same goes for online reviews. You need to manage your reviews and respond to them, whether they are good or bad. Do not try to lie your way out of a negative review, but rather offer the customer a solution along with your apologies. Learn and grow from each negative review. Investing in online review management services means your brand can take control of its online reviews, and work to gain positive reviews on many different review platforms, such as TripAdvisor and TrustPilot.
- Show your human side
Faceless businesses are no longer appealing. People want to invest in a brand that has a human touch and that interacts with their customers. Appear more human by creating a tone of voice – this may be a TOV that is humorous, for example – so consumers can build an emotional connection with your brand.
Tell stories of your brand’s beginnings and who created the vision your customers are seeing today. Share who works for your company, what they do in the office but also outside of the company. You can also tell stories of how your brand has helped your customers.
- Display company culture
Everyone likes a company that treats their employees well, which is why we never want to give our money to corporations that do not offer benefits or a good work-life balance. Show your company culture to your customers so that they can see that they care about those who work for them. It shows the faces of those who are behind the brand.
Include casual Friday, a monthly social, or a work-from-home day. This not only makes customers happier in your brand but also makes your business desirable to work for – it’s a win-win.
Ask yourself, what does your company do that makes you unique? Share the answer.