What makes people buy again and again from the same brand? It’s simply because that brand built a strong know, like, and trust factor.
I’m surprised that I’ve never written a blog post about this since this is pretty much what I do for people.
If you want to build a brand that is top of mind with continuous engagement, then it’s important to have all the three elements in balance.
You don’t increase sales by just being more visible or being utterly loved. You can’t build trust on a profitable scale when only a few people know you and trust you.
To sustainably build a profitable brand, you need to have a strong know, like, and trust factor.
What is the Know, Like, and Trust Factor?
There is no business podcast, Youtube channel, or Instagram live that doesn’t talk about the know, like, and trust factor.
The concept is simple, yet many entrepreneurs lack in execution. Let me break it down in parts:
The Know Factor
A profitable business is one that has more than one client. Even if you’re a consultant with limited capacity than you still need a full list of clients (more than just one) and ideally even a waitlist. When one decides to stop you can replace that income quickly.
That requires a certain level of awareness amount your ideal target group. You don’t need to be famous, but you need to have some visibility to create brand awareness.
If you need 10 people each month and you have a conversion of 3 percent, then you need a warm audience of at least 334 ideal clients. You’ll need to take action to build that group and maintain or continuously increase the engagement.
That is the ‘know’ factor.
The Like Factor
The like factor is one of many service-based entrepreneurs forget about. We often make our visibility effort solely around our business and expertise, but your personality is what will create true connection and long-lasting relationships.
People may forget about your 10-steps framework, but they won’t forget that you too are an avid traveler. They may forget the chart on the third slide, but they won’t forget the picture of you in front of the Taj Mahal.
This connection on a deeper level, that goes beyond your expertise, is what we call the ‘like’ factor.
The Trust Factor
To buy a product, I need to trust its quality. To invest in a consultant, I need to trust her advice.
Your brand should be one that awakens the feeling of trust among your ideal client. Trust is built by consistently offering support and, in this case specifically, by offering value.
Through content marketing, you’ll not only offer support with no strings attached but you’ll also show your ideal client what your expertise is.
Think of it as a friendship, the friends you trust are the ones that are always there to help you without asking for anything in return. That level of ‘trust’ is the kind of relationship you seek.
Tips for Building Know, Like, and Trust Factor
I truly believe that to increase profitability, you need to build strong brand authority. Without it, you’ll be having sporadic peaks of sales in the future instead of steady growth.
To increase brand authority, you need to build your know, like, and trust factor. There are just a few tips to help you in this journey:
- Increase visibility by being consistently present and dominating one social media channel
- Offer value through different forms of educational content
- Be part of different communities by networking online and offline with the aim to create true relationships
- Show the personal side of your brand on social media
- Find creative ways to collaborate with others in your industry or other industry (community over competition)
What Takes Priority?
I always preach about having a focused approach to your brand and your marketing. A lot of work goes into building each factor well, so instead of trying to do all at once, start with just one.
The ‘know’ is important for the like and the like is necessary for the trust. Start with the ‘know’ and once you’ve built a strong know factor then continue to build the like factor and so on.
During this process, you will, of course, build some trust while working on your like factor. After all, you can’t show up if you’re delivering value. However, there is a difference in creating and optimizing.
To truly build each factor you need to optimize your business processes and marketing activities. This takes time and energy. So, while you may be building an email list, that doesn’t mean that you should start optimizing it already if you’re still working on the ‘know’ factor.
Start from the begging and build a good foundation before moving on to place one more layer of bricks.