Brand Matters: Trust Me
This is how it is described in the Schwab Talk blog:
Just like the first "Talk to Chuck" ads that launched six years ago, we truly mean what we say—good investing should start with a conversation. And we believe that it's our role to listen carefully to clients to understand their unique needs before doing anything else.
We believe that investors today want plain talk. That means tangible solutions for their specific situations and transparency about cost. In other words, people want something different than the standard Wall Street model. Pay attention to what the brand-builders at Schwab are paying attention to: integrity, candor, engagement, straightforward actionable ideas, conversation, plain talk, transparency, something different. The website easily allows prospects and customers to find out more about value, guidance, research and access … four areas of importance for financial services customers.
In addition, Schwab smartly turns to others to back up its promises … the industry and its clients. The financial services firm realizes that prospective customers are savvy and often need additional outside opinions from trustworthy sources. Schwab's website highlights its impressive ratings from places like SmartMoney, Kiplinger's and BusinessWeek. Schwab also let its "ClientsSpeak" and has created easy to read and scan headlines based on what matters most to its customers. Things like "help when I ask for it" and "confident and at peace" reinforce its trustworthy positioning.
Schwab folks are backing up their "TRUST US" promise with thoughtful and meaningful action throughout all touchpoints: print, Web, face-to-face meetings. Is your brand doing the same?
Why not conduct a "trust" review of your own messaging (both visual and verbal) and see what needs further strengthening, what needs deeper consumer insight, and what needs refreshing? Your customers have many things on their minds. How will your brand break out of the clutter and entice more of their share of mind? Of heart? Of wallet? How will you prove to them that they can really trust you?
Andrea Syverson is the founder and president of creative branding and merchandising consultancy IER Partners. For 20+ years, Andrea’s joy has been inspiring clients with innovative approaches to branding, product development and creative messaging. She’s the author of two books about brand building and creating customer-centric products that enhance brands: BrandAbout: A Seriously Playful Approach for Passionate Brand-Builders and Merchants and ThinkAbout: 77 Creative Prompts for Innovators. You may reach her at email@example.com.