The reputation of a brand is one of the most determining factors for the success of online sales. In a market where trust is an asset as valuable as the product itself, companies that do not invest in building a solid image lose competitiveness. For Thiago Finch, entrepreneur and CEO of Holding Bilhon, public perception directly influences conversion rates. If the customer does not feel secure when buying, he simply doesn't buy. No digital, where there is no physical contact with the product, "trust is the biggest differentiator", affirms
A study by McKinsey & Company reinforces this view, by pointing out that brands that invest in digital personalization and transparency can increase their revenues by up to 15%. This is due to the fact that consumers prefer more authentic and trustworthy interactions with the companies they buy from
The impact of credibility on the sales funnel
The brand's reputation begins to be formed at the first contact of the customer with the company. Whether through online assessments, recommendations from other consumers or by a consolidated digital presence, trust becomes a filter for purchasing decisions. Having a well-structured website, clear return policies and efficient customer service are aspects that directly impact the conversion of leads into sales, explainFinch.
The specialist also warns that disorganization or lack of coherence in communication can create noise that drives consumers away. "It is not enough to have a quality product if the user experience does not convey credibility". A website that takes a long time to load, a complicated checkout or the absence of contact information are factors that compromise brand perception, complete
The power of reviews and social proof
The influence of other consumers on the purchasing decision has never been so strong. According to a survey by BrightLocal, 87% of customers read online reviews before making a purchase. Furthermore, brands with negative reviews or no recent feedback face resistance from the public
Thiago Finchpoints out that companies that know how to explore this dynamic can turn customers into spontaneous promoters of the brand. A simple and powerful strategy is to encourage positive reviews, respond to comments and use real testimonials from satisfied customers to strengthen trust in the product or service, highlights
Transparency and authenticity as pillars of the brand
Companies that try to sell an image incompatible with their reality end up being penalized by the market itself. Transparency has become an essential value in building digital brands. Data from the research "Marketing Trends 2024", from Deloitte, they show that 57% of consumers prefer to buy from companies that demonstrate a clear purpose and values aligned with their own
For Finch, authenticity and a solid branding are strategic assets. "The customer perceives when a brand is being artificial". "Companies that communicate in a genuine and transparent way gain a more loyal and engaged customer base", analysis
How to build a strong digital reputation
Thiago Finch highlights some practical actions that entrepreneurs can adopt to strengthen their brand image in the digital market:
- Content management and online presence:Maintain active profiles on social media, publishing relevant content and interacting with the audience are fundamental strategies to generate recognition and trust
- Humanized and fast service:The digital consumer demands quick responses and efficient solutions. Invest in customer support, intelligent chatbots and well-structured communication channels make a difference
- Security and transparency in transactions:Security certificates on the site, clear exchange and return policies and simple checkout processes increase trust and conversion rates
- Reputation monitoring:Monitor evaluations, responding to feedback and managing the image are essential practices to maintain credibility and avoid damage to the brand
The future of brands in digital
The trend for the coming years is that consumers will become even more demanding and selective regarding the brands they choose to support. Digital provides easy access to information, it means that any slip can have a great impact. "Companies that prioritize a trust-based relationship with the public will have a competitive advantage", concludes Finch
Currently, competition grows every day and more and more, logo, reputation becomes one of the most valuable factors for the success of a business. Building a trustworthy brand is not a quick task, but, when well structured, it becomes one of the most profitable assets for any online business
