A short walk: The six steps that build trust

1. Trust by Design: The visual design of digital platforms has a concrete effect on the perceived trustworthiness. Each colour, for example, has an additional meaning that can be culturally and regionally significant. It is important that online content uses a colour design that matches the target group's set of values, for example green shades for ecologically oriented environmental platforms. This creates a certain familiarity at first glance.

2. Trust by Credibility: Credibility is key. Authenticity only comes about when you interact with the target group in a trustworthy manner. This includes, for example, reacting appropriately to customer reviews: Appreciation wins. Unjustified criticism should be politely countered diplomatically; thanks are in order for praise. This way, potential new customers see that the topic of customer and service orientation is taken seriously - a basis for trust.

3. Trust by Safety: Cyber security is the be-all and end-all in the digital world. Potential and existing customers must feel secure during the entire customer journey. You convey this security through encrypted data transmission, easy-to-understand data protection declarations and content that shows what you are doing to ensure the security of your customers (data). Quality seals or security standards, which are regularly checked by independent institutes, also help.

4. Trust by Influencers: A strategic partnership with brands that have already established themselves as trustworthy can strengthen trust in your own brand. For example, if the Instagram profile of an unknown company works together with an extremely well-known, prestigious company or brand, the existing trust can be transferred from the well-known brand to the as yet unknown brand.

5. Trust by Positive Feelings: If the gut feeling is right, then consumers trust a brand, a product or a service. An important principle here: Keep it short and sweet. Everyone is happy about short, understandable texts that explain what a product can do or what a service promises - completely free of marketing jargon and platitudes. A simple, easy-to-understand menu structure, sreaightforward contact options, understandable FAQs or help texts and clear announcements on the subject of service and warranty round off the good gut feeling.

6. Trust by Success: A product has already been ordered 100,000 times? Then you should make this known on your own website and through social media. "Nothing is more successful than success." This world-famous business saying also applies in the digital realm. If a brand has already convinced many consumers and potential new customers find out about it, they too will probably trust this brand.