Max Ottignon and Tony Foggett share their expert advice, tips and tricks
Jackie Clifford, Ontario, Canada MO: This is a great question and one all digital brands need to think about. Design and tone of voice are an easy fix. If your brand looks and feels considered, you’ll reassure consumers that you care about their experience. Likewise if you can show up in a coherent way across multiple channels, from your website through to social, you’ll prove there’s depth to what you’re doing.
But looking trustworthy is just the first step. To stand out as a brand with genuine integrity, you need to show how you’re walking the walk. The trend for cost transparency, started by Everlane in the US, is a good way of doing this. Third-party endorsements are helpful, too. Although Trustpilot does have its flaws, its near ubiquity on every ad for a digital brand shows how it has become a shorthand for integrity. Anything you can do to prove that you deliver on what you promise will provide a big impact.
Customer review site Trustpilot’s near-ubiquity means it has quickly become a shorthand for proving integrity