Attention alone is not credibility.

With credibility comes trust. And when someone trusts you, it’s easier for them to give you business. 

So how do you earn credibility?

Here are a few of the ways:

1. Look the right way

2. Say the right things

3. Do the right things

4. Be consistent 

5. Have other people vouch for you

Note: What is “right” is not a one-size fits all. It should be determined by your industry and the people you want to do business with.

All of those ways to earn credibility can be influenced with branding:

1. Look the right way = Visual identity

2. Say the right things = Messaging + copy

3. Do the right things = Strategy + internal culture

4. Be consistent = Brand system with standards and management 

5. Have other people vouch for you = Word of mouth + social proof + testimonials

You can’t just get someone’s attention (ads) and expect them to find you credible. Attention helps but it's only one part of the puzzle. So, it’s no guarantee. 

Building credibility takes commitment and consistency. It’s a long-game, but it’s worth it. 

What do you have to lose?

PS. This was inspired from this quote I pulled from Guerrilla Marketing:

Credibility is something you earn by how you market, where you market, how you treat people, how you act, and your overall level of professionalism.