THE TRUST LADDER: BRAND BUILDING

‘People patronize who they trust’.

This sentence echoes in my mind whenever I remember a 10-year-old me in JSS 1, perplexed by the explanations of my Business-studies teacher on the topic ‘trade’.

From what I was thought then, ‘Trade is the buying and selling of good/services between two individuals’. I didn’t have the mental capacity to process this, but to understand it in the literal sense as at then.

When my Business studies teacher delve into the part of ‘trust’ before ‘buying’ I was in awe. Although I was young, I had an understanding that to trust someone, they must have shared a part of them with you, or a part of you with them—trust is a process.

Now, I have come to realize it.

Successful brands are successful because they got a threshold of what ‘trade’ is, intrinsically. Successful trading is long term. Successful trading is built on trust, overtime. 

But how do you build trust?

How do you spark and sustain a long-term trading relationship?

Let’s give an instance to this.

Imagine you are a 25-year-old lady who is searching for a life partner, and there are two guys in the picture: Mr. U and Mr. V seeking your acceptance for marriage.

Mr. U proposed his full intentions; calls once in a while, a bit inconsistent, and, cancels dates at last minute, but there’s Mr. V, also proposed his intentions and, backs them up with actions: he takes you on dates, always on time, he listens, he is open about his past mistakes, he is always present, e.t.c. 

He has proven his words with actions to embark on a life journey with you. And gradually, you are beginning to gravitate towards his proposal because he is taking you along for the ride.

It’s no different here: prospects/customers are the young lady, and it’s left for you as the intending groom to take her through the journey of building trust.

This path of trustworthiness can be considered as a ‘trust-ladder’. And it’s widely known that to receive, you have to give—Mr. V gave his time and resources just to get a ‘yes’ on his proposal to the young lady.

If you want people to patronize you, you have to give for free. And I’m not saying you should give out free products. NO.

You sell clothes, and you want your customers stuck with you, to extent of referring your brand. Instead of advertising your clothes and, trying to prove your credibility, every time; why not take them through a 4 step trust-ladder like this:

Body-size/type of occasion/attire consultation—>WhatsApp class or a short article on how to match outfits with clothing accessories—> 5-10 mins discussion or call on their decision and other suggested outfits—> purchase 

This might seem like a long process, but trust me, the customer will be amazed by your care and concern. It shows that you are not particularly after making sales, but also trying to give value.

What if you offer services, e.g., freelance graphics designing?

A short catalogue of unique designs for various niches—> A customized design for their brand (free sample)—> A discovery call—> closed deal.

These are ways to build trust in your audience for your brand—construct a trust ladder.

Authenticity/trust= sales

Now, go, and build a trust ladder for your brand—there’s something to give.

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