Jul 12, 2018
Have you ever asked yourself
why do prospect trust one digital brand and not the other?
Have you ever wondered why folks seem to
'feel' your brand is
trustworthy but couldn't
quite explain? Short answer? Well, it's not that
simple. In digital
branding, we use combination of behavior and cognitive psychology,
market research, creativity, User Experience, User Interface design
and a few good strategies to help expedite the 'trust building
process'. Why should you
care? Because by definition, the faster you can build digital
trust, the faster your target prospect (whether recruit, prospect
or partner) can truly evaluate what your
substance! 
1. Leverage Your Client’s
Reputation Post the logos or names of your top clients in
a prominent portion of your web site or digital storefront. Buyers
are more likely to accelerate their purchase decision if they
see that larger companies than theirs, or of the same size, have
purchased your products or services.
2. Use Recognizable
Terminology Don’t invent new lines of business or
product categories that are not widely accepted or pre-tested for
your target audience. Uncommon terminology could cause buyers to
overlook services being offered and skip to the next available
choice with recognizable terms.
3. Logic First, Display
Second Creating a strong resonance through prominent
branding is critical, but B2B buyers use logic to filter out
advertising noise. Maintain a 60/40 balance between making bold
statements on your homepage and arresting design visuals (60%) to
gain trust. Craft the navigation and user experience to be both
intuitive and easy to follow with clear content that directs the
user where they want to go.
4. Be Real. Avoid
Skepticism Place your corporate HQ address on the
front of the site. Every so often, users seek to validate your
legitimacy and when they only see an email form or an email and a
telephone number, they may assume something is fishy.
5. Beef up industry
expertise Prominently display recognized industry
association membership icons & logos to instantly convey your
corporate citizenship in your community of expertise.
6. Leadership
Profiles The leadership page isn’t optional. It is
one of the most frequently visited pages with B2B clients.
Leadership profiles are a great opportunity to show off your
managers, instantly relate credibility and build human trust.
Profile shots should be consistent and professional to create a
seamless, positive impression.
7. Good SEO Equals More
Recognition Create high-reputation backlinks to your
web site. This SEO best practice will establish credibility within
Google search algorithms so that your business is on the first
search results page. Establishing backlinks to other credible sites
such as large businesses, news sites, and trade publications
vicariously lends credibility to your own site. About
the Author: Mr. Gal Borenstein is a recognized expert and
strategist in digital branding, marketing, social media,
advertising, online reputation management and public relations
matters. He is the founder and CEO of the Borenstein Group, a top
digital marketing communications firm in the Washington DC
metropolitan area that serves clients locally and globally. He is
the author of new business leadership book, ACTIVATE! How to Power Up Your Brand
to Dominate Your Market, Crush Your Competition & Win in the
Digital Age, available in premiere bookstores and on Amazon,
Barnes & Nobles and Apple’s iBooks. Gal has published his
first business leadership book What Really Counts for CEOs in 2009.
Since then, Borenstein has been featured as a guest commentator on
CNN and Fox Business News on strategic marketing and branding
issues, as well as, been one of the top digital content
contributors to influential business leadership social media
networks such as LinkedIn, PR Week’s The Hub, Advertising
Age’s BtoB magazine, HR.Com, Smart CEO Magazine,
DuctTapeMarketing.com and others. He can be reached byemail
at gal@borensteingroup.com or
@galborenstein on Twitter.