Build credibility by building trust
Company brands, like individual personalities, are based on behaviors and characteristics. The stronger the characteristics, the stronger the business brand image. Over time, these company personality traits become anticipated, expected and relied upon, forming an inherent “promise” between a business and its clients. Volvo built a reputation on safety. Rolex on prestige. Walmart on low prices.

Companies have personalities just like people. The more defined the character, the more memorable the brand. Geico’s little guy coveys their affordability message “in 15 minutes or less.”
With social media on the rise, and increased transparency on the web, brands can no longer hide out, manipulate or dictate the message. Actions speak louder than tweets. This requires a new level of authenticity and commitment to a company’s core values.
What is your brand promise? Do you know it? More importantly, do your customers know it?
Most companies, (especially start ups and entrepreneurs,) in an attempt to simply get by and “make it,” lose focus and promise too many things to too many people. It’s a we-can-do-it-all mentality that fears than any “no” will lead to a loss of business -- when in fact, it’s just the opposite. Saying no to incongruent clients and projects creates time and opportunity to say yes to the right ones. Common tag lines such as “No job is too big or small,” communicate little to nothing about your benefits or expertise. Much like people, companies that over promise, ultimately under deliver and disappoint, losing trust and credibility. That’s a brand fracture.
How can you avoid this trap? Start by knowing the three “C”s of brand credibility.
1. Is your message clear?
It’s tough to spread the word in advertising, marketing and social media when your message is muddy. Are you about price?