Is your brand likable? Tips for boosting brand credibility and likability

“If they like you, they’ll listen. If they trust you, they’ll buy.”

That mantra came to me years ago after reading a similar quote by an American author, Zig Ziglar. The saying essentially means audiences give brands/people a chance if they like you. Audiences will do business with the people and brands that they trust. The likability and credibility of a brand takes a long time to build and unfortunately, takes just seconds to lose. That's why it's so important that as marketers, we approach our messaging and content in a way that helps boost those brand metrics.

Today, we’re going to look at those approaches and how marketers can build brand likability and credibility.

Grab your caffeine, put your comfy clothes on and let’s dive in. Looking for my Marketing...in sweatpants must-haves? Check them out here.

Brands are just like people, they want to be liked. In today's world where "cancel culture" exists, companies not only want to be liked...they need to be liked. In order for brands to be successful, they have to be viewed positively by their target audience, and preferably the general public. 72% of people say they want brands to be positive contributors to society. Statistics show consumers are basing likability on brand values, accessibility, inclusivity, and authenticity. Because of the consumer emphasis on these metrics, recent data suggests that 71% of marketers plan on showing more diversity, inclusivity, and accessibility in their brand content.

Data from 2020 shows that 81% of consumers stated trusting a brand is a requirement to purchasing. Building brand credibility does not mean having a kicka** logo, catchy slogan, or creative brand assets. In fact, it is eye-opening how little audiences care about the “marketing things” that us creatives get so finicky over. (speaking from experience of course!)

In a ?2023 study,? Domain Wheel found that a brands slogan and colors go unnoticed by 81% and 80% of consumers, respectively . *cries internally as a marketer*

Of course this doesn't mean that your company logo, slogan, and brand assets don't matter. It does mean that when building brand credibility, audiences aren't looking at the surface level content. Consumers base brand credibility on things like:

Product improvement. Data security. Transparency. Values.

Just look at these statistics:

So... how do we, as marketers, boost our brand likability through our content and messaging? How to we build brand credibility? Here are 4 tips.

#1: Tell a Story

92% of consumers want brands to create ads by telling a story. What's more, research by Headstream shows that if audiences love a brands story, 55% are more likely to buy the product in future and 15% will buy the product immediately. That's a lot of data to digest, but the numbers prove consumers want get to know a brand by understanding their story. Communicating and promoting your company through the art of storytelling gives your audience a cause they can relate to, or a cause they can support. If your audience is drawn in by your story, they’re more likely to engage with your content and follow your call-to-actions, therefore improving your conversion rate.

Example of brand storytelling: Rare Beauty

#2: Be Transparent

A study from Sprout Social found that 73% of consumers are willing to pay more for a product if the brand has transparency. Audiences want to support brands who are honest and have integrity. In fact, Sprout Social also found that 89% of people say?a business can regain their trust?if it admits to a mistake and is transparent about the steps it will take to resolve the issue. ?The 3 aspects of brand transparency are:

• Corporate practice: The brand communicates its policies and performance clearly to experts
• Product proof: The brand communicates proof to customers
• Brand purpose: The brand communicates values and beliefs to customers

Many of us have seen in real time how important company limpidness is, and how the use and viral nature of social media has helped hold businesses accountable. Make sure your brand shows transparency and honesty in the content you’re putting out, as trust is everything. Remember the saying, “If they like you, they’ll listen. If they trust you, they’ll buy.”

Example of brand transparency: Patagonia

?#3: Be Genuine

If the rise of social media has taught brands anything, it’s that audiences can sniff out BS. A brands genuineness is critical to not only building an audience but maintaining an audience. Now more than ever, consumers want to support companies whose marketing strategy (content, messaging, and behavior) align with that company's values.

In 2020, Edelman’s Trust Barometer found?64% of customers?were belief-driven buyers. (I would imagine that number has increased in 2024!) Especially in the last decade, consumers have put a clear emphasis on supporting brands that have similar passions and values. Marketers, boost your brand likability and credibility by promoting your brand's values! Don't be afraid to create content and messaging that showcases how you're making an impact by aligning with company values and beliefs. Consumers will buy from brands who walk the walk!

Example of brand genuineness: Nike

#4: Get Personal

Audiences want to see themselves represented and valued in the marketing and content that companies create. Getting personal with your audience means creating tailored content such as:

• Dynamic Emails and Customer Journey
• Dynamic Ads
• Personalized Chat/Support
• Recognition/Loyalty Experiences
• User-Generated Content and Testimonials

Data shows that 68% of customers will share information with their favorite brands in exchange for personalized loyalty experiences and rewards.

In the year of 2024, there are so many ways to incorporate personalization into our marketing strategies to boost likability and credibility. Marketers, in order to execute we have to have a deep understanding of who our audience is, what's important to them, and what their pain points are. Once brands have an in-depth audience portfolio, tailor your content and customer journeys to show appreciation. ?

Example of brand personalization: Chewy

Is your brand likable? How have you boosted your brand likability? How do you increase brand credibility? Have you incorporated these 4 things into your marketing strategy and content? Let me know in the comments!

Talk next week!

-Marketing...in sweatpants