Are Marketing and Design Deceptive? And How to Earn Trust

From social media scofflaws to constant data breaches, consumer confidence in brands isn’t rising. Research proves that consumer trust affects business revenue. However, the Edelman Trust Barometer points to a 12-point decline in the credibility of CEOs and a shift towards trusting “a person like yourself.” Defining your business mission and values involves a cohesive and consistent marketing and design strategy.

By avoiding deceptive practices and using well-planned design, you’ll provide a smooth customer journey which improves confidence in your brand. Companies that adopt customer-centered strategies with authentic marketing and design elements boost revenue and earn trust.

Avoid False or misleading advertising and claims

The drop in trust stems from an increase in fake news and internet scams targeting consumers. In a study done by SurveyMonkey, data shows that consumers are wary of startups and less established brands. You’ll find that proving your company’s credibility depends on your ability to demonstrate transparency.

Plus, with the speed of social media and review sites, if you’re caught being a purveyor of fake news through false advertising, then your reputation takes an immediate and critical blow. Whether you’re quoting a stat on your blog or selling a customer on your latest time-saving product, use facts and be prepared to back up what you say with research from reliable sites and client testimonials.

Official seals and trust factors

While it’s fantastic that your college, business, or third-party integration offers seals of recognition, in today’s world of pop-up websites, official notices don’t have the prestige they once had. Display these graphics sparingly and back them up with full disclosure and trust-building content.

• Write up a press release. Add prestige by including the facts and highlighting how your certification benefits your clients.
• Share a blog post. Weave in a story about how achieving this recognition or offering additional security protection benefits your customers.
• Add it to your brand story. Provide the details behind any seals or certifications on your site by including information on your about page.

Make sure brand and imagery is a realistic representation

Utilizing a brand strategy ensures that you’re sending out a cohesive message across all channels, from your onsite offering to your social media channels. There’s nothing wrong with using the occasional stock photo to boost your site’s visual appearance. However, contrasting personalities on social feeds and inappropriate images confuse your audience and lead to a lack of trust.

Research shows that consumers click away from websites that don’t match their search intentions — moreover, website images that don’t resemble products received lose the trust of customers. Use photography to enhance your brand image and protect your reputation.

Back up your tagline, claims, and values

Successful business owners know that each piece of content, from advertisements to social media messages, must reflect their business values and mission. By using storytelling across digital platforms, you’ll remind your customers at each stage in their journey that your brand is authentic. More importantly, consistent brand messaging that supports your tagline, claims, and values builds confidence in your brand.

Although consumer confidence in brands is low, many successful companies repeatedly exceed customer expectations. The top-performing brands offer transparency while listening to their customers. Zander Lurie, SurveyMonkey CEO said, “You need trust to win customers, and you need to build on that trust to keep them.” By relying on responsive design as part of a sound marketing strategy, you’ll empower customers, boost their trust, and increase your revenue.