What have you earned the credibility to talk about?

I came across a television advertisement the other day that really caught my attention. The advertisement was from a company with some pieces of land for sale; what my local tribesmen would call ‘buroti maguta maguta’ to imply prime land on sale! The advert made a very bold statement about the company’s way of operation in managing land transactions on behalf of their customers. If you have lived in these parts of the world, you probably would have heard stories of individuals who bought land that either was nonexistent (from the government registries) or was marred with a lot of controversy.

The advertisement played on this insight and showcased a scenario in which the would-be buyer was being forcefully evicted from their home. In the end, the advert put out a bold claim to the viewers proclaiming that they were the only company that could be trusted to handle delicate land transactions for customers. My only concern in all this….was the fact that this was a newly formed company with hardly 6 months of experience in the real estate space.

By the time the advert ended, I could not help but ask the question “Who are they and Why I should trust them?”.

As a new company, it had not built enough credibility for me (it’s audience) to trust the claim it was making. And even though land fraud is a real issue for customers looking to purchase genuine pieces of land, an organization that has not built enough credibility with its audience, will end up looking like part of the industry schemers.

While advertising can easily boost a brand’s visibility, it can also be detrimental if done without first establishing credibility. Any brand that opts to accelerate its growth through advertising must be willing to spend much more in its communication efforts. Developing a phased communication sequence that allows the audience to experience the full cycle of the brand and it’s capability is one of the ways this can be achieved; i.e. 

1. Phase i – Understanding what the brand is and stands for, to
2. Phase ii – Giving a view of any demonstrated expertise and finally
3. Phase iii – Speaking about the problem and solution at hand.

Jumping straight to phase (iii) leaves the audience with questions around the brand’s credibility. And without credibility, it becomes challenging to convince your audience to invest in you / your products or services no matter how good you are.
Much like the company in the advertisement above, Personal Brands can also suffer the same fate if trust is not well established.

So how does building credibility look like when it comes to building trust with Personal Brands?

Be sure to introduce yourself:

For the world to trust you, they must know you.
Have you ever had a strange person showing up in your inbox with a request for assistance? Even where you have the capacity to help, you will be hesitant to offer support if you do not know who the person is.
The same is applicable in the world of Personal Branding. Before you can tell us about your expertise, you must tell us who you are and why we should believe in your message; otherwise, your message will be given in futility.
Your social profile pages give a good opportunity to introduce yourself to your audiences. Ensure your profile in your social channel of choice is as complete as possible

Be consistent in your communication and behaviors:

Consistency build memorability.
Develop a set of beliefs that will guide your everyday actions both by word and deed (online or offline). By demonstrating consistent behavior across different situations and events, you make it easier for people to create perceptions of who you are.
Earn the mark in your audience’s mind by creating a brand message that you are committed to standing by irrespective of changing situations and consistently project that message across all platforms.

Deliver 105% value to build an army of ambassadors:

Be devout in demonstrating your skills and expertise in your field, and willingly share your knowledge and insights with your target audience. By proving to your audience that you can deliver more value than is called upon, you create opportunities for them to speak on your behalf when the time comes, and this will always give you the service advantage over your peers.

A personal brand that wants to stand the test of time must take the time to build its credibility. With credibility, you establish a strong connection with your audience and create a positive image for your personal brand.

Build your credibility and #Standout4Growth.

Are you ready to take your career to new heights and become a standout leader in your industry? Check out the Career Catalyst course today and learn about the Personal Branding Essentials for Success

Click here to read our last article on The Roadmap Out of your Brand’s Comfort Zone