Do you know that you build trust by being consistent in your marketing and branding?
Consistency is a key element in a business’s success. Of course, there are other important factors but consistency is what will create name recognition. Consistency is what will build your tribe so you can develop a trusting relationship. Consistency is what will showcase your expertise to new followers.
Build Trust by Being Consistent – Example
You go out to dinner at your favorite restaurant and you fall in love with your entrée. A few weeks later you take a friend to the same restaurant, order the same meal, but it tastes different and you send it back to the kitchen.
Their lack of consistency in how your meal was prepared will now leave doubt in your head about that particular dish and possibly about the whole restaurant in general.
Doubt in an attorney customer’s mind generally means you have to rebuild that trust again to show that they should continue doing business with you. It’s not impossible to earn their trust again but you’re basically starting from square one.
It is just like when your weight loss efforts are halted during the holiday season and you have to lose those same 5 pounds multiple times. Working your business consistently and focusing on superb content and excellent customer service will help to keep your attorney clients happy and trusting in you.
Build Trust by Being Consistent in All Areas of Your Business
Consider this: you opt-in to an email list that has great potential. You receive a few weekly emails and then nothing. Crickets. Then a month or two later you receive an email from that person again, making an offer to purchase their product.
How does that lack of consistency make you feel? I’m guessing your first reaction would be, “Who the heck is this person?” Lack of consistency will cause you to forget who they are and why you signed up for their list in the first place. Lack of name recognition generally leads to, “I don’t know who you are so why would I give you my money?”
Again, this business owner just made it a much harder task to win you over again.
Consistency with Your Brand Image
When it comes to branding, consistency, and repetition will help develop name recognition. If you always send your reports on your letterhead in a particular format, your clients will appreciate the consistency.
Be consistent with your brand images, colors, and message, both online and offline so your clients recognize you.
Engaged audiences are those who already trust you. They like what you have to say, and are eager to have a conversation with you.
These are the people who will sing your praises to others, thereby growing your business. And being consistent is a simple way to keep that audience engaged.
Get Gerry Foster’s take on 3 Simple Secrets of Getting Attorneys to Notice Remember and Hire you – without working at substandard rates. Watch it here and take advantage of his offer for an assessment and brandstorming session. Offer valid until January 12, 2022.
Pat Iyer is president of The Pat Iyer Group, which develops resources to assist LNCs obtain more clients, make more money and achieve their business goals and dreams.
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