Marketing isn’t just getting your message to people; it’s what you say (or don’t say). Your brand is, in many ways, built on the promises you make in marketing. Advanced marketing is all about building brand trust and keeping it, which can be easier said than done. Business promises are something co-hosts Laura and Julia touch on in their podcast episode, Scaling Smart in 2025 and 2026: 5 Things That Make Growth Easier, but a deeper look is required, not only to maintain a positive reputation but to make customers choose you.
The Customer Expectations of Your Brand
When we talk about things like promises and customer trust, this isn’t just about making claims about your products and services (but certainly that as well), but also about being both consistent and authentic with your brand and its voice.
- Making and Keeping Promises: The promises you make on your website, social media, and beyond need to be backed up with. This could include case studies, blogs and videos, or testimonials—and you need to respond to criticism.
- The People Behind the Brand: On your About page, on social media, and the articles you write—you need to showcase the people and personality behind the brand. You can also get leadership on social media.
- Mind What You Say Online: Whether you’re speaking as the brand or a brand ambassador, it’s essential always to keep your business in mind. When posting on social media, uploading videos, or responding to reviews (see below), stay on brand.
It’s important to note that this also applies to employment. When you promote company culture, it needs to accurately reflect your work environment and expectations to minimize employee turnover.
Reputation Management & Marketing
One of the major parts of brand management is reputation management. Customers interested in your brand (and if they can trust your promises) will often check popular review sites, some of which—like Google and Facebook Reviews—are baked right into the platform. Claiming these, responding to reviews, and being active in these spaces go a long way to your reputation. And if you have customers who love your product, it’s time to utilize reputation marketing to get them to leave reviews and testimonials for future clients.
About the enVisioning Success Podcast
This article is based on topics discussed in enVisioning Success, our weekly podcast hosted by Vision CEO Laura DiBenedetto and COO Julia Becker Collins. In it, they discuss all things business and marketing. Find us on PodBean to download from your platform of choice, watch us on YouTube, or subscribe to our mailing list to get new episodes and more delivered directly to your inbox. Interested in supercharging your own marketing? Download our Marketing Strategies Playbook, learn more about our services, and contact us today.
