The Law Of Credentials, 5th Laws Of Branding (Part 5 Of 7)
Written by: Richa Chandra, Executive Contributor
Executive Contributors at Brainz Magazine are handpicked and invited to contribute because of their knowledge and valuable insight within their area of expertise.
This law is about being authentic and in sync with the companies values that the customers can relate to. once a month is creating a new brand or a product they go through this process of finding their core values and what the company would stand for. At that moment when this process is happening, there might not be easy to see how this will benefit the sales or how this will help create the strong brand. But add is the blankets known add more popular in order to attract the right kind of customers we have to be very clear and loud about our values so that our customer can relay too not just the product or the service is but the brand in itself.
The law of Contraction
The Law of publicity
The law of Advertising
The law of Decision making
The Law of Credentials
Law of Consistency and Singularity
Law of Meaning and Mortality
In the last article, I covered the 4th law. Let’s look closer at the 5th law of branding:
5. The Law of Credentials
Generally, the credentials are established when a brand is producing something that is either number one or the very first in the market. If the product is the original or one of a kind, that in itself gives it's the credentials but there are so many other products that are unique, that also claim that they are authentic.
Credentials it's about the facts and the perception of the customer of the product if the perception of the product and the fact matches the experience that the customer has that is that it's authentic. When a brand stands up to the expectations and delivers at the standard that they are claiming, and the price matches. The customers make up their minds based on their experience. When that is a good experience or satisfactory experience, people automatically give the brand and the company the credentials in their mind and trust the brand.
Some experts will say that this is one of the most important laws of branding because this is mostly about the relationship they are creating with their customers, and it has become a trend to do marketing and branding around the values around what is being delivered and around the facts for the product or the services. The reason why the values are being fronted more often these days in marketing and sales is to appeal to the customers' emotions.
Ideally, a brand gets credential by being the leader or the trendsetter in its field, in its category. for brands that have existed for a very long time, they used their time and experience to get the credentials that is why it is said that takes time to build a brand. With experience, they can claim features and benefits and back it up with proof. For new brands to get the credentials they should either be associated with old brands or backed up with people who have a good personal brand. When it comes to credentials for personal brands, we have certificates, diplomas, degrees, titles that shows that we are the specialist in a field or area. But just getting a degree or an education, Titan is not always enough but it's a start. even personal ground takes time and experience to build.
In conclusion:
This law is all about the values of the brand and how that builds the relationship with the customers. It can take years to build credentials and trust so that customers see the brand as authentic. I would say it is important to be consistent of proving and backing up the claims the brand is making and when enough people have the trust and they relate to values the credentials are there.
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Richa Chandra, Executive Contributor Brainz Magazine
'Fears don’t define us, but how we face them, does that!' This is the mantra of Award winner (Most aspirational businesswomen, Norway 2019) Richa Chandra lives by. She is actually the driving force and face behind the success and visibility of many coaches, entrepreneurs, and workshops. In 2015, Richa faced a hostile takeover of her company and lost everything, but in just a few months, without any hesitation, she started 3 new businesses.
She has written 3 books that have become the main Norwegian textbooks in teaching Indian Dance and Proven benefits of Meditation (2019).
