In today’s highly competitive market, establishing credibility and building trust is crucial for brands, especially for those that are challenging established names in their industry. Challenger brands are defined by their tenacity to disrupt the status quo and provide innovative solutions affecting a significant change in the market. But how do these challengers build and maintain trust with customers, especially when they are perceived as the underdog?
Creating authentic engagement.
Interacting with customers on a personal level is one of the best ways to build trust. In fact, according to Salesforce, 56% of customers expect offers to be personalized. But when only 68% of those customers trust companies to tell the truth, the way you engage with them can make or break your brand in their eyes. Whether it’s on social media, through live chat, or via customer service platforms, listening and responding promptly to feedback, questions, and concerns demonstrates commitment. And with 95% of customers saying they’re more likely to remain loyal to a brand that they trust, their trust is something worth earning.
One challenger brand that has done this extremely well is Liquid Death. The rebellious, canned water positioned itself in a way so different from its competitors that it doesn’t even seem to be in the same category.