What Marketing Tactics Are You Using to Build Brand Trust in 2024?

[gilbertm]

With so much emphasis on digital marketing, I’m curious to know how small and medium businesses are building brand trust this year. What tactics are you finding most effective in terms of not just attracting customers but fostering long-term relationships with them?

I’ve heard that strategies like content marketing, social proof, and authenticity in messaging are playing an even bigger role now. But are there other trends or approaches that have worked for your business? Have platforms like LinkedIn or organic social channels shifted how you approach trust-building with your audience?

Would love to hear your experiences!

 

[fisicx]

None of the above. I just use simple SEO to rank for a range of keywords and make sure the landing pages are optimised to generate leads.

 

[Mark T Jones]

I do what I say I will do and communicate openly and clearly

 

[fisicx]

Also worth noting that the whole brand awareness thing is often overrated. Had this discussion last night with a mate. He has an android I have an iPhone. Neither are likely to change. Not because of brand trust or whatever, it’s because we see no value in trying to learn how a new OS works.

 

[Ree]

Also worth noting that the whole brand awareness thing is often overrated. Had this discussion last night with a mate. He has an android I have an iPhone. Neither are likely to change. Not because of brand trust or whatever, it’s because we see no value in trying to learn how a new OS works.

I disagree. The fact that (most probably) in your circle, only android and IOS are considered contradicts your point, it actually shows how strong their brand awareness is. Even though android has a larger global market share, iphones are still more popular in the U.S, while android dominates in other countries. The reasoning behind this is more complex of course, but brand familiarity plays a huge role—people in the U.S are more comfortable with Apple, and in other regions, they lean towards Android.

And also, the lack of mention of other operating systems highlights their absence in brand awareness. If many don't know about them, they won't be considered at all, which supports the importance of brand recognition in consumer choices.

 

[fisicx]

But even if I were aware of other options I’d still not bother to change. I’m familiar with how my phone operates so see no reason to change.

The only reason I got an iPhone in the first place is because it was a cheap second hand thing. I don’t even know what phone I’ve got now. I think it’s a 12.

I’ve also got a mini. It’s because my wife had a mini when we met and we can’t be bothered to shop around.

Same with my bank.

 

[Ree]

But even if I were aware of other options I’d still not bother to change. I’m familiar with how my phone operates so see no reason to change.

The only reason I got an iPhone in the first place is because it was a cheap second hand thing. I don’t even know what phone I’ve got now. I think it’s a 12.

I’ve also got a mini. It’s because my wife had a mini when we met and we can’t be bothered to shop around.

Same with my bank.

I get your point, and it does depend on the consumer's personality too. Some people are more open to change and actively look for great deals, while others prefer familiarity and are only willing to switch if their current service providers are getting really bad. However, brand awareness is a long term game and plays a crucial role for those looking to explore options, whether they're first-time buyers or considering a switch. The more a brand is considered as an option, the more successful its brand awareness efforts have been.

That's why we often think of big brands first, they have the resources to ensure their presence is everywhere, making them a default option of consideration for many. If a brand is well-known, it’s highly likely to be top of mind when someone is ready to make a change.

 

[fisicx]

I disagree. If I were looking to switch I’d probably just connect with the last bit of marketing I saw.

There are umpteen energy suppliers to choose from. All as bad as each other. So I might ask my mate down the pub who he uses.

I don’t have a clue about any of the branding or brand awareness they purport. So your asserting that it’s important isn’t always so. And isn’t for many considering the many conversations I’ve had over the years. Marketeers promote this idea and billions is spent on branding but most of it is wasted cash. I buy a type of biscuit because I like the taste. Not fussed who makes them.

 

[Ree]

I disagree. If I were looking to switch I’d probably just connect with the last bit of marketing I saw.

There are umpteen energy suppliers to choose from. All as bad as each other. So I might ask my mate down the pub who he uses.

I don’t have a clue about any of the branding or brand awareness they purport. So your asserting that it’s important isn’t always so. And isn’t for many considering the many conversations I’ve had over the years. Marketeers promote this idea and billions is spent on branding but most of it is wasted cash. I buy a type of biscuit because I like the taste. Not fussed who makes them.

I think we're talking about different aspects of branding. It's not always an immediate or direct strategy to get someone to buy, but rather a long-term, subtle process that creates familiarity over time. You might not think you're influenced by brand awareness, but even when your friend from the pub recommends something, their choice was likely shaped by brand recognition, which then influences you indirectly.

With the energy suppliers, the fact that you know some to at least label them as bad is part of brand awareness too. You may buy a biscuit for the taste, but that biscuit is on the supermarket shelf because the store has relationships with those brands, so even your choices are part of a larger chain influenced by branding.

The thing with big companies is that they continue to invest in brand awareness precisely because it works on this deeper, long-term level. Apple still advertises despite everyone knowing its name, and Nike still sponsors sports events even though we all know its logo. If brand awareness was a waste of money, these companies would go broke quicker than they are gaining users.

Just because you think you’re not personally influenced by branding doesn’t mean everyone around you isn’t. Many around you are affected by it, and for a fact, their opinions and decisions will influence you too, even if you don't realise it!

At the end we can agree to disagree, but overall it an interesting discussion and I would never cease to debate it (and I had many before, haha).