One thing I have learned about barbershops is that just because you know a good barber does not mean everyone will automatically trust their services.
You can travel down almost any major street in any major city and find a barber who has achieved some level of success. They have passed their licensing exams, developed years of experience, and may already serve hundreds of clients. They may even produce excellent work.
But skill alone does not determine who sits in their chair.
The Trust Equation
The difference is often the relationship.
People return to barbers who know how they like their hair cut, remember their stories, make them feel comfortable, and consistently deliver a quality experience. They recommend those barbers to friends, family members, coworkers, and sometimes complete strangers because trust has already been established.
That is how many brands grow.
People are more likely to support, recommend, and advocate for your brand when they know you, understand the quality of your work, and recognize the value you provide. Your credentials may establish that you are qualified, but your relationships often determine whether people are willing to take a chance on you.
Simply put, your brand is only as strong as the network willing to support it.
Growth by Word of Mouth
Much like a barber, how many times has your company grown through word of mouth?
Oddly enough, I have worked in brand design for more than 20 years and have rarely, if ever, extensively advertised my services. From time to time, I have talked with friends about my love of designing through Adobe Photoshop and Illustrator. I have also shared the occasional Facebook post featuring my work.
However, I do not regularly make a habit of advertising my services.
That is not necessarily because advertising is a bad idea. Most of my business has simply come through word of mouth and repeat customers. We onboard new clients every year, but those relationships usually begin because we first worked with someone they knew.
A former client shares our name. A colleague forwards our website. Someone sees a logo, website, or marketing piece and asks, “I really like that. Who did you go through?”
That question has introduced our brand to more people than any paid advertisement ever has.
“92% of people trust recommendations from friends and family above all other forms of advertisement when making purchase decisions.”
Let Others Advertise For You
That trust is a major part of the equation.
The same is true for our small businesses and companies. Our skills and services often speak volumes, but what moves the needle is a recommendation from someone who can validate the quality and value of our work.
That is why it is important to collect testimonials, showcase completed projects, and create ways for your value to be validated by others. Your audience should not have to rely entirely on what you say about yourself. Let satisfied clients describe their experiences. Let collaborators speak about your reliability. Let the results demonstrate the quality of your work.
When someone asks, “I really like that. Who did you go through?” let your clients advertise for you.
Let them tell your brand’s story.
How are you using the relationships you already have to help your brand grow?
