A brand’s consistency of delivery is central to building credibility. Customers must be able to trust that they can rely on your quality and service. If it’s up one day and down the next, your reputation is damaged.
Your staff have a front row seat to your business’ operations, communications, quality and ethical shortcomings. You cannot communicate a credible brand externally when it is not so internally- this very action will damage brand credibility.
Always remember that a brand’s internal stakeholders are also central to its reputation. Not only do they implement it, but they see it and are affected by it personally. This means it is important to ensure your brand is also credible internally.
Building credibility doesn’t mean pretending to be a meek and humble brand. Where you have done well, shout it from the mountain tops! Make sure you are communicating who you are so that you reach the audience you want.