As many entrepreneurs know, trust is the best currency. Attracting a new customer is almost always more expensive than retaining an old one. In addition, it is the trust in the brand that ensures sales in the long term, increases the average check, and attracts new customers from the circle of relatives and friends. How to build a trusting relationship with a potential client and strengthen a positive attitude towards the company among existing ones? Let's figure it out in this article.1. Find out what people are saying about youBefore you start working on the formation of the right image of the company and brand honesty, it is worth determining the starting point. The easiest and most obvious way is to simply google the brand name, which is exactly what potential buyers will do when they first encounter the brand. It is in the interests of the company that your site appears in the first lines of the search. So you will become the main source of information about yourself. To do this, you need to optimize the pages of the branded website, put down the necessary key queries there and, of course, prepare the information.Do not be lazy and check reviews on specialized sites (including Google Business, etc.). This analysis will not only allow you to get acquainted with the opinion of the client about the brand but also determine the strengths and weaknesses of your product. And when they are defined, refine them. The basis of the location of the audience is, first of all, a quality product. Secondly, quality content and good social media marketing.2. Work off the negativityIf in the reviews you see positive feedback and gratitude from customers, then you are making a really good product, and you should thank your customers for their loyalty. If your marketing plan allows, you can even offer them a discount on their next purchase. This will work well for the loyalty of existing customers, and for everyone else who sees your gesture.As for negative reviews, these can be both real messages from your customers and the intrigues of competitors. In any case, when working with negativity, you should be as delicate as possible and stick to the essence of the matter, not immerse yourself in emotions. The first thing an honest brand does is express regret about the current situation. Then it is worth clarifying the order data – this way you will demonstrate a business approach. Even in the case of a fake review, third-party users will see that you are trying to understand and resolve the conflict.3. Create a testimonial waveSo that your reputation management does not depend solely on customers, you can contribute to the appearance of reviews about the company. For example, simply put a call to leave a review on social networks in a product box or offer a discount in exchange for the next purchase. On the one hand, the company receives feedback on the product, on the other hand, it builds up its reputation.You can also negotiate with bloggers (with a small audience, as they are more likely to be trusted) on cooperation through barter. A review or feedback from such an influencer will work more precisely and will cost almost nothing.4. Gain media supportAnother good way to build your reputation is by publishing in the media. To do this, you need either an informational occasion or partner material. It can be an innovation, a case, or a bright everyday story that happened in connection with the work of the company.If you plan to publish material for free, then the news should be clickable. The magazine should get its benefit from a large number of views. A good option if you have certain expertise and can comment on behalf of the company in the article. This will perfectly emphasize the level of your product, and help the journalist to make a better material.Affiliate publishing is an easier way to gain customer's trust and build a brand identity. In this case, you pay for the services of a publishing house, an advertising campaign concept is developed for your brand, and material is prepared.5. Show productThere are ways to build trust also through the company's internal processes. And the first step is to show the product in person. Provide lots of images, post the creation process, and add photos of happy users with your product. Now the focus is on video content, so it would be useful to record a video about this product, using a Mac screen recorder or Windows capturing tool. Even if it looks a little amateurish, it will be enough to create the right impression of the product and show your openness. Feel free to talk about quality aspects, where you buy raw materials, and how you monitor production levels. With this approach, you do not have to puzzle over how to interest the client. If you are passionate about your product, your audience will be able to get excited with you too. Simply put, create high-quality content.6. Offer guaranteesAn easy way to increase trust is to reduce the risk of choice. Offer your audience a 100% money-back guarantee. For most physical goods, this rule also applies: the buyer can return the unused item within 14 days. Apply this to your branding strategies by showing confidence in the product.This approach also applies to information products: many coaches guarantee a full refund within the first week if the program does not meet the student's expectations. This is a good way to prevent negativity and peacefully break up with a disgruntled client. In practice, it is extremely rare for students to return money for a course.7. Trial periodA trial period is a great way to build trust for technology products. The optimal demo version period is from 3 to 7 days. This is enough to get acquainted with the product, but not enough to get fed up with it. If you are afraid of losing customers in such a short time, then you can offer a demo version for a full VIP package of services, and then leave them a free version by default. To some extent, it also works as a demo, building loyalty and fueling interest in the product.This technique is actively used by some online cinemas, offering users to watch movies for free for 14 days for only $1. Taking an example from them, you can set up automatic debiting of funds and renewal of the tariff, provided that the user does not cancel it himself.8. Remove objectionsFor example, if you offer an innovative product, then you will have to face the fears of the audience, as everything new is scary. In this case, we advise you to turn to content marketing. Start a blog on your site and talk in detail about your product and fight off objections. Try to work from different sides: from the side of the company, from the side of the client, from the side of an expert. Use emotional and rational arguments.If you, as a company manager, are also the face of the brand, it is a good idea to use your social networks to talk about the product. There, in an informal atmosphere, you will be able to respond to customers' questions.ConclusionAs you can see, there are many ways how to build trust and humanize your brand. In our article, you have found both paid and free options. However, do not forget that the primary task is to make a good product for people. It is impossible to build trust on poor quality products or deceit. But having already created a solid foundation for trust, it is worth resorting to PR.It is hoped that the product will learn on its own. And so it will happen, but it will take much longer. So, building trust in a product should be done step by step, by managing processes every day.