In this article, Team Luxeveda share our insights on what it means for brands to be accountable and credible.
Establishing and maintaining a successful brand is a dynamic process. A brands’ prosperity is dependent on numerous factors, such as knowledge of target audience, unique product or service proposition, out-of-box marketing strategy, creative and catchy brand name and slogan. Nowadays, two crucial factors which brands require to keep a positive brand reputation are accountability and credibility.
Accountability is one of the fundamentals of interaction within and outside an organisation. Being accountable means taking full responsibility for your actions and admitting to mistakes without blaming another party. On the other hand, credibility can be explained as the kind of reputation your brand. A way that current and prospective customers perceive your brand. In addition, a brand being credible means that it permanently delivers quality product and service, and is perceived as trustworthy by its audience.
Now, we discuss three effective ways for brands to improve their accountability and credibility:
DEVELOP A CONTENT CREATION STRATEGY
Content marketing is a solid way to build your online credibility, but only if you have a plan. Meanwhile, having a strategy helps you in the following ways:
- Makes your brand more accountable and consistent.
- Indicates what you need to create the best and most authoritative content (including help tools, keywords, topics, and budget.)
- Will help identify content that will appeal to your audience the most and ensures it gets promoted where your audience sees it.
Without a plan to build your credibility, your business cannot thrive. Before relying on content marketing, it is worth investing some time and effort in developing a strategy. The path to accountability and credibility should be thoughtful, like moving forward with a map.
SHARE YOUR KNOWLEDGE WITH OTHERS
Sharing expertise is essential to building and increasing credibility. However, the way you share your experiences is equally important. In particular, try to share it without hidden intent. (Definitely, your main goal is to gain credibility, but your immediate goal is to help people!) You need to create additional value and offer information that will somehow improve the lives of your followers. For instance, Rolex, a Swiss luxury brand, regularly creates content not only about the fashion industry and Rolex themselves, but also about environmental issues and global projects they participate in. By doing this, Rolex engages its readers as well as enhances its credibility.
TAKE RESPONSIBILITY FOR YOUR ACTIONS
No one is immune from small mistakes and serious failures. In the era of social networks, it becomes more difficult to hush up scandals; therefore, company executives and their PR departments sometimes have to take drastic measures to regain audience confidence.
However, in these situations, you must publicly apologize and admit to the mistakes you have made. One example of how a luxury brand handled a wave of negative public reactions is the Gucci scandal in 2019. Italian fashion house Gucci stopped selling the black turtleneck with a cutout mouth after the brand was accused of racism. The company has sincerely apologized in its official social media accounts and removed this product from all online stores.
In conclusion, we would like to highlight that building credibility and growing your reputation and accountability is a long-term process that requires constant work. Nobody can build a great reputation overnight. Only with the sequential actions — what you do and say — your brand can prove to people that you are a trustworthy expert in the area.