Written by Aaron Swain, freelance writer at Best Writers Online
Do you know that brand trust drives brand loyalty 75% of the time and influences 8 in 10 consumers buying decisions? Also, as a brand, you can earn your consumers’ trust by how you brand your company during events.
Until now, companies have used events to create brand awareness, get new leads, or drive consumer loyalty. Very few brands have propelled their branding to earn their consumers’ trust.
However, we will share with you key ways you can plan an event, and earn the trust of your attendees through branding for that event.
Let’s get into it.
Firstly, don’t fake ‘it’ till you make ‘it,’ be ‘it.’ There are a lot of brands faking a brand event with the sole purpose of making sales. While this might work at first, eventually it will catch up with your brand. So, instead of faking a brand experience aimed at building trust, start by creating a trustworthy brand.
Here’s how you can do that:
Once you have all these straightened out, you can now go on to plan your brand event.
Next, the event you are planning represents your brand and company in every way. So, make sure you take it seriously. A careless attitude towards event planning, branding, and management can influence attendees’ trust.
Make sure:
Your brand won’t appeal to everyone; it will appeal to the right one. So, for a brand event aimed at building trust, find people who:
People who already have these traits will connect stronger with your brand during your event. An event like this will build a stronger foundation between you and them.
Branding for the right people will help you focus on the right branding strategy, and it will also help you center your brand energy towards the right people.
A vital tool you should use in any brand event you do is social media. It doesn’t matter if you are using Instagram, Facebook, Twitter, or even LinkedIn. We are in a digital age, where it is practically impossible to connect on a higher level with consumers without digital media.
There are various strategies to use social media in your event’s branding to build trust with your event attendees. Some ways are:
Using digital media before your brand event can include press releases, blog articles, etc.
Another way to earn trust with your event branding is to create a valuable brand experience. Experiential marketing garnered popularity a while back because it focused on creating experiences rather than selling products.
Here are a few ways you can set up a valuable brand experience:
Remember, no one wants to be sold something, especially during a brand experience event. People are seeking real solutions to their problems, so provide them with this. Doing this will build their trust in your brand.
Lastly, leveraging on our previous point, do not manipulate your event attendees into buying your products. That may work initially, but it won’t help you build solid trust from your attendees. It will also show your attendees that you don’t care about them, thus turning them away.
What you can do instead is help your attendees get the best from your event. Engage with them, help them engage with other event attendees, and give them space to co-create their own encounters during your event.
Creating a brand event where your attendees can leave trusting your brand and what you stand for isn’t a one-day thing. It will also involve a lot of work on your part. But this will give you a chance to propel your relationship with your (future) consumers to a different level. So, follow each of the steps in this article when planning your next event. Build trust and the rest will come.
Aaron Swain is a writing specialist who is currently working in the writing service reviews company Best Writers Online (bestwritersonline.com). He is passionate about marketing and SEO. He expands and improves his skills throughout the writing process to help and inspire people.