A brand’s reputation is one of the most decisive factors for the success of online sales. In a market where trust is an asset as valuable as the product itself, companies that do not invest in building a solid image lose competitiveness. According to Thiago Finch, entrepreneur and CEO of Bilhon Holding, public perception directly influences conversion rates. ‘If the customer doesn’t feel secure about purchasing, they simply won’t buy. In the digital space, where there is no physical contact with the product, trust is the biggest differentiator,’ he says.
A study by McKinsey & Company reinforces this view, indicating that brands that invest in digital personalization and transparency can increase their revenue by up to 15%. This is because consumers prefer more authentic and trustworthy interactions with the businesses they buy from.
The impact of credibility in the sales funnel
A 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 well-established digital presence, trust becomes a filter for purchase decisions. ‘Having a well-structured website, clear return policies, and efficient customer service are aspects that directly impact the conversion of leads into sales,’ explains Finch.
The expert also warns that disorganization or a lack of consistency in communication can create friction that drives consumers away. ‘Having a quality product isn’t enough if the user experience doesn’t convey credibility. A slow-loading website, a complicated checkout process, or the absence of contact information are factors that undermine brand perception,’ he adds.
The power of reviews and social proof
The influence of other consumers on purchasing decisions has never been stronger. According to a BrightLocal survey, 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 Finchpoints out that companies that understand how to leverage this dynamic can turn customers into spontaneous brand advocates. ‘A simple yet powerful strategy is to encourage positive reviews, respond to comments, and leverage genuine testimonials from satisfied customers to reinforce trust in the product or service,’ he emphasizes.
Transparency and authenticity as brand pillars
Companies that try to sell an image that doesn’t align with their reality end up being penalized by the market itself. Transparency has become an essential value in building digital brands. Data from Deloitte’s ‘Marketing Trends 2024’ report shows that 57% of consumers prefer to buy from companies that demonstrate a clear purpose and values aligned with their own.
According to Finch, authenticity and solid branding are strategic assets. ‘Customers can sense when a brand is being artificial. Companies that communicate genuinely and transparently build a more loyal and engaged customer base,’ he explains.
How to build a strong digital reputation
Thiago Finch highlights practical actions entrepreneurs can implement to strengthen their brand’s image in the digital market:
- Content management and online presence:Maintaining active social media profiles, publishing relevant content, and engaging with the audience are crucial strategies to generate recognition and trust.
- Humanized and fast customer service:Digital consumers demand quick responses and efficient solutions. Investing in customer support, smart chatbots, and well-structured communication channels makes a difference.
- Security and transparency in transactions:Website security certificates, clear exchange and return policies, and simplified checkout processes enhance reliability and conversion rates.
- Reputation monitoring:Tracking reviews, responding to feedback, and managing brand image are essential practices to maintain credibility and avoid damage to the brand.
The future of brands in the digital space
The trend for the coming years is that consumers will become even more demanding and discerning about the brands they choose to support. ‘The digital landscape provides easy access to information, which means any misstep can have significant repercussions. Companies that prioritize building trust-based relationships with the public will have a competitive advantage,’ concludes Finch.
Currently, competition grows every day, making reputation one of the most valuable factors for a business’s success. Building a trustworthy brand is not a quick task, but when structured well, it becomes one of the most profitable assets for any online business.
