Why Do Some Small Brands Feel So Trustworthy?

Have you ever seen some unknown (to you) Instagram accounts or website pages and immediately gotten the feeling of who these brands are? While the first one seems to be trustworthy and professional, the second one gives the exact opposite impression.

Why is that so? Why do these seemingly similar small brands, with roughly comparable budgets and target audiences, speak different languages? The reason is brand identity - and today we will discuss why it is so important and how you can improve it.

1. Inconsistency kills creativity

The most evident sign of a low-quality brand is inconsistency. It shows in different colors and fonts within one website or social media account, different tones of voice in various posts, or even contrasting looks in your office and on your website. While big brands seem creative and unique, they actually follow one rule: consistency.

Regardless of your branding being creative or boring, make sure that it is consistent across all your platforms.

Do this:

• Select 2-3 standard colors and 1-2 standard fonts and use them everywhere.
• Define your brand tone of voice; it could be playful and cheeky, sincere and premium, or any other combination you like - just keep it the same across all your posts.
• If your website has a certain look and feel, make sure that your product packaging aligns with it.

2. Storytelling is more important than standard "about us"

A dull "About us" page with generic and unsubstantial statements will not inspire trust in your audience. Most of the time, vague positivity and non-specific claims do not resonate with anyone since people want to connect to real stories and specific examples.

Do this:

• Instead of positioning your brand as an abstract entity that cares about customer satisfaction, try to put across a deeper message of who you are and what exactly you stand for.
• Tell a story about how and why your brand was created. If it was created to solve a personal problem, highlight this fact and mention what the said problem was.
• Be specific and authentic. Nobody wants to hear another "We care about our customers" when shopping on a poorly optimized site.

3. Presentation matters

When it comes to small brands, their packaging often serves as the sole point of contact with the audience. Unbranded tissue paper, courier bags with printed receipt, and other generic packing materials usually leave little to no impression on the buyer. However, a carefully selected gift box, an accompanying thank-you note, or a special discount for the next purchase can strengthen the customer's perception of the brand's value.

Do this:

• Try to make the opening of the package an emotionally engaging experience for the buyer.
• Make sure that every piece of your packing reinforces your brand image and gives a positive impression.
• You need not spend much money on special packing materials to do that; a small label on a regular box and a handwritten thank-you note would be sufficient.
• Remember that presentation also includes other parts of the customer journey. Use high-quality product photos and meaningful copy to create the impression of professionalism.

4. Let your audience know what other people say about you

Word of mouth and recommendations are crucial in e-commerce since people trust other buyers more than businesses. However, this factor is significantly underutilized by small brands since their "reviews" section usually consists of 3 unsorted comments on a social media post.

Do this:

• Showcase your best customer reviews right on your website and social media accounts.
• Dedicate separate Instagram Stories to customer feedback. Moreover, you can also add photos of your buyers with your products.
• If you have any media coverage, awards, or strategic partnerships, make sure to promote them on your website.

5. Be yourself!

Customers can clearly see when a brand account posts generic comments or responds to complaints with the same boring message every single time.

Being authentic and original in your comments and DM responses will get you significant brownie points with the audience.

Do this:

• Your social media account should have a clear character and be able to communicate with the audience like a real person.

If you want a more elaborate example: while some companies outsource their social media management to external parties, these professionals should know what they are doing in terms of brand positioning. If they misunderstand your brand, it will be evident from their generic and unsubstantial replies to comments and questions.

6. First impressions are critical

A customer will barely spend more than 5 seconds on your website before deciding whether to stay or leave. During these 5 seconds, their brain will process the information it sees on your website and form a first impression of your brand. Inevitably, a poorly optimized website with a chaotic layout and unclear design will fail to inspire trust in the visitor.

Do this:

• Put more effort into the appearance of your website.
• Always prioritize whitespace, relevant high-quality images, and a clean design over flashy animations and loud colors.

The final thoughts

Overall, building brand identity is not rocket science. It can be done without hiring an expensive agency and investing hundreds of hours into branding research. With that said, brand positioning should be consistent across all media and platforms, which can be overwhelming for one person. Thus, it is better to outsource branding to external experts rather than trying to manage it alone.

This is where companies like us come to the rescue: we specialize in brand development, providing end-of-line solutions, optimizing your visual identity, creating compelling copy, and fine-tuning your website's appearance and performance.