Consumers generally won’t spend their hard-earned money on a brand unless the product says loud and clear, “you can trust me.” For consumers, gaining trust boils down to three essentials:
- Protection of Privacy – Crucial in the digital age of information
- Value – A fair price for a quality product is the magic formula
- Quick Deliveries – Nobody wants to wait till the next harvest for their order; everyone wants instant gratification.
Trust is already built into a brand if it is a long-established player such as Sony or General Foods. But, if you’re a fledgling enterprise, you’ll likely have to work tirelessly to build trust in the consumer community.
How long does it take for consumers to lower their guard and put their full trust in a brand? According to a recent survey from SDL, an online service that determines customer channel preferences, that time span is two years. This means brands must devote two whole years to wooing and persuading before target customers will turn the corner.
However, once that time elapses, brands still won’t be grabbing the brass ring. The same survey from SDL revealed that a full five years must pass before those newly-won customers will spend more than an average amount on your brand.
SDL points out that it is possible to shrink these time frames. The key to reaching this goal is to zero in on the channel preferences of your customer demographics. According to SDL, older demos opt for more personal interactions such as meetings with sales reps or phone discussions. Younger customers, particularly Millennials, prefer encounters via branded social media and mobile sites.
If you have any questions or comments about building trust for your brand, or about any brand-related topic, feel free to send them our way.
You can connect with the Young Company team at 949-376-8404 #4033 or bart@youngcompany.com. And be sure to follow us for the latest brand marketing news and tips.