A fundamental of a successful brand is building trust. You build trust when other individuals who experience your service, product and brand offering trust that you will deliver on what you offer to do thereby achieving what I term ‘Brand Fusion™’. In turn this builds loyalty, that much sought-after, but rarely achieved status. But, it can be won. It just takes effort and making sure you do in fact deliver on what you offer.
It seems so obvious doesn’t it? Why would firms not do this? However, it is surprising how few organisations and professional service firms deliver; those that do, you will notice, achieve lasting success based on sound fundamentals with a trusted brand at the top of the list.
Let’s consider one very simple and obvious example where countless organisations slip up. Ever had an issue with a product or service and tried to communicate this with the company or organisation concerned? Ever tried to get hold of a real human via their ‘contact us’ link? I bet you have! I have, often, and sadly I must say most companies come up wanting, particularly the bigger, most ‘successful’ ones. The reason is simple: ‘contact us’ in plain English means you can get in touch with a person in our organisation in this way. The reality of experience proves all too often this is not the case.
While I have the feeling that most law firms don’t perform badly on this example (mainly because you can in fact get hold of a human being when you have an issue and more often than not even the head of the firm). For the sake of the profession, long may this continue. But you need to remain keenly aware of getting even these simple things right and all the other stuff that you ‘promise’ to potential clients and recruits. You then need to test everything else that you ‘offer’ and make sure this is experienced at every touch-point by everyone who comes into contact with your organisation. The truly great organisations do this, even the big ones. That is why their brands engender trust and loyalty. Remember, people who trust a brand ‘buy now and ask questions later’.
I have recently experienced two encouraging exceptions to this: