Max Ot­tignon and Tony Foggett share their ex­pert ad­vice, tips and tricks

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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

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