The reputation of a brand is one of the most determining factors for the success of online sales. In a market where trust is as valuable an asset as the product itself, companies that do not invest in building a solid image lose competitiveness. According to Thiago Finch, entrepreneur and CEO of Holding Bilhon, public perception directly influences conversion rates. “If the customer does not feel secure when purchasing, they simply do not buy. In the digital world, where there is no physical contact with the product, trust is the greatest differential,” he states.
A study by McKinsey & Company reinforces this view, indicating that brands investing in digital personalization and transparency can increase their revenues by up to 15%. This is because consumers prefer more authentic and reliable interactions with the companies they buy from.
The impact of credibility on the sales funnel
The brand’s reputation begins to form from the first contact the customer has with the company. Whether through online reviews, recommendations from other consumers, or a solid digital presence, trust becomes a filter for purchasing decisions. “Having a well-structured website, clear return policies, and efficient customer service are aspects that directly impact lead conversion into sales,” explains Finch.
The specialist also warns that disorganization or lack of coherence in communication can generate noises that push away consumers. “Having a quality product is not enough if the user’s experience does not convey credibility. A website that takes too long to load, a complicated checkout process, or the absence of contact information are factors that compromise the brand’s perception,” he concludes.
The power of reviews and social proof
The influence of other consumers on purchasing decisions has never been stronger. According to a survey by BrightLocal, 87% of customers read online reviews before making a purchase. Additionally, brands with negative reviews or no recent feedback face resistance from the public.
Thiago Finch points out that companies that know how to leverage this dynamic can turn customers into spontaneous brand promoters. “A simple and powerful strategy is to encourage positive reviews, respond to comments, and use real testimonials from satisfied customers to strengthen trust in the product or service,” he emphasizes.
Transparency and authenticity as brand pillars
Companies that try to sell an image incompatible with their reality end up being penalized by the market itself. Transparency has become an essential value in building digital brands. Data from the “Marketing Trends 2024” survey by Deloitte show that 57% of consumers prefer to buy from companies that demonstrate a clear purpose and values aligned with theirs.
For Finch, authenticity and a solid branding are strategic assets. “The customer perceives when a brand is being artificial. Companies that communicate genuinely and transparently build a more loyal and engaged customer base,” he analyzes.
Building a strong digital reputation
Thiago Finch highlights some practical actions that entrepreneurs can take to strengthen their brand image in the digital market:
- Content management and online presence: Maintaining active profiles on social media, posting relevant content, and interacting with the audience are fundamental strategies to generate recognition and trust.
- Humanized and fast customer service: The digital consumer demands quick responses and efficient solutions. Investing in customer support, intelligent chatbots, and well-structured communication channels makes a difference.
- Security and transparency in transactions: Security certificates on the site, clear exchange and return policies, and simple checkout processes increase reliability and conversion rates.
- Reputation monitoring: Monitoring reviews, responding to feedback, and managing the image are essential practices to maintain credibility and avoid brand damage.
The future of brands in the digital world
The trend for the coming years is for consumers to become even more demanding and meticulous about the brands they choose to support. “The digital world provides easy access to information, which means that any slip-up can have a significant impact. Companies that prioritize a trusted relationship with the public will have a competitive advantage,” concludes Finch.
Currently, competition grows each day and more, therefore, reputation becomes one of the most valuable factors for the success of a business. Building a reliable brand is not a quick task, but when well-structured, it becomes one of the most profitable assets for any online business.
