In this guest post, Certified Go-Giver Coach and hugely successful entrepreneur, Doug Wagner shares an excellent insight into how trust is the key to influence, and how both go a long way to your successful brand.
Enjoy Doug’s wisdom! – Bob Burg
Bigger companies tend to have a well-known and established brand. Good or bad, you know what you are getting when you buy from them.
If you don’t know you can find out on the Internet.
Your brand is how others perceive your ability to deliver on your value promise.
Yes “others” determine your brand perception, not you.
This can make business owners a little uncomfortable at first.
If you are a small or mid-sized business, you don’t have a huge budget to spend on advertising and marketing to sway that perception.
Even with the mighty budgets deployed by the big companies on marketing and advertising, it is getting harder to hide a weak delivery on the brand promise.
“All things being equal, people will do business with, and
refer business to, those people they know, like and trust.”
~ Bob Burg
Know and like are fairly easy to understand.
But what does trust really mean?
In business people may trust you to be a great person with strong ethics.
If they don’t trust that you and your company will deliver on your value promise, they still won’t buy from you.
When you are a small business and especially when you are starting out; trust is the beginning of your brand.
So it is important that you start building trust the moment you begin a relationship in your networking or prospecting. Initially the trust is with YOU. Your brand might not yet be powerful enough to convey trust and they haven’t yet had the experience of being your client.
Don’t worry, if you do things right those will come.
A huge tool in establishing trust is applying The Law of Influence (from The Go-Giver) which states:
“Your influence is determined by how abundantly you place other people’s interest first.”
If you focus on them first with no strings attached they will start to trust you are not motivated solely by your own interests.
When you deliver value they will start to trust your ability to deliver on your promise. When you deliver on your promise you will have a happy client who will give you a reference and referrals.
Your brand will grow.
Growing Your Brand
Effective marketing can communicate your value promise to your target market. Remember that you can only communicate your promise.
Your clients and the public in general get to decide on whether you keep your brand promise.
Value is more about perception than facts.
They must feel they got value in order for the facts to ring true.
So you need to know what you stand for. What is your promise?
Put that into your mission and core values and share it.
Then build a company culture that lives and breathes the mission and values. Manifast it!
Your brand will end up being a reflection of who you are as a company and your ability to deliver on the promise.
Your Brand Starts With You
You have an ability to highly influence how your brand is perceived, without spending a fortune on cover-up marketing with these tools:
- Create trust in your ability to deliver on your value promise,
- Abundantly put the interests of others first, and
- Deliver on or exceed your value promise.