Transforming brand perception with social proof: Strategies from industry leaders

Today’s consumers are faced with so much choice, meaning brand perception can make or break a company’s reputation. With countless competitors just a click away, how can you make your brand stand out, build consumer trust, and control how your brand is perceived? The answer lies in leveraging the influence of social proof.  

Let's explore some actionable strategies you can use to transform your brand perception with social proof, drawing inspiration from top industry leaders. 

Understanding social proof 

Social proof is a psychological phenomenon where people mimic the actions of others to make decisions. When customers see others endorsing a product or service, they are more likely to trust and follow suit. This trust is crucial; around four in five consumers need to trust a brand to consider buying from it, according to Edelman. 

Social proof has always played a major role in consumer decision-making, serving as a powerful tool to build credibility and influence potential buyers. But we now live in an age where online reviews and testimonials are just a scroll away, meaning social proof has become an even more pivotal element in marketing strategies. 

Types of social proof 

1. Reviews and testimonials 

Positive customer experiences significantly sway potential buyers. When consumers encounter glowing reviews and heartfelt testimonials, they’re more inclined to trust the brand. For instance, a startup might publish testimonials from satisfied customers on its website and social media channels. These testimonials act as endorsements, reassuring new customers of the brand's reliability and quality. 

2. Influencer endorsements 

Influencers play a critical role in shaping brand narratives. Trusted voices in specific niches lend credibility and create trust among their followers. For example, a fitness brand collaborating with a well-known fitness influencer can resonate deeply with the influencer's audience, driving brand awareness and trust. SproutSocial reports that 77% of consumers prefer shopping with brands they follow on social media, highlighting the impact of influencer endorsements. 

3. User-generated content 

User-generated content (UGC) showcases real customers using products, enhancing authenticity. When brands share photos, videos, or reviews created by their customers, it creates a sense of community and trust. UGC is particularly effective in industries like fashion and beauty, where seeing real people use products can significantly influence purchasing decisions. 

Strategies from industry leaders 

Industry leaders use a variety of strategies to enhance the perception of their brand. Here are some key approaches taken by Airbnb and Glossier. 

Case studies – How Airbnb and Glossier managed brand perception 

Airbnb and Glossier are two companies that have successfully transformed their brand perception by harnessing the power of social proof.  

Airbnb, an online marketplace for short-and-long-term homestays, centred their new brand around the theme of ‘belonging’, lending itself particularly well to social proof by using lots of real people in their content. They actively encourage both hosts and guests to leave reviews, which has led to a vast collection of user-generated content. This strategy builds trust among potential customers, showcasing real experiences to boost its reputation as a trustworthy platform for travellers. 

Glossier, which started as a side-hustle and is now a $1.2 billion brand, focused on customer testimonials and community engagement from the start. By featuring real customers and their stories, Glossier cultivated a strong, community-driven brand image. They capitalized on social media to amplify these voices, turning their customers into brand ambassadors and creating a sense of community among users. They also harnessed the power of their brand aesthetic. As one of the original ‘Instagrammable’ products, it wasn’t hard for them to get micro-influencers on-board to create great content for them. 

These tactics have significantly reshaped how both brands are perceived in their respective markets. 

Collecting and showcasing customer reviews 

To gather and highlight customer reviews successfully, brands can use several tactics: 

Automated review requests: Send automated emails asking customers to leave a review after a purchase. 

Incentives: Offer discounts or loyalty points in exchange for reviews. 

Highlighting reviews: Feature positive reviews prominently on your website and social media channels. 

Creating impactful social media campaigns 

Social media campaigns that encourage user interaction and sharing can also amplify social proof. For example, brands can run contests or challenges that ask customers to share their experiences using a specific hashtag. This helps to generate lots of UGC, while creating a sense of loyalty to your brand. 

How to measure the success of brand perception 

We now know that an elevated brand perception results in improved customer loyalty and sales growth. But measuring this is also critical to success. This involves reviewing various metrics that provide insights into how consumers view and interact with your brand. Here are some key metrics to track: 

1. Net Promoter Score (NPS) 

Customer loyalty and satisfaction are tracked by asking how likely customers are to recommend your brand to others. A high NPS indicates strong brand advocacy, while a low score can highlight areas for improvement. 

2. Brand awareness 

Brand awareness is the extent to which consumers are familiar with your brand. This can be measured through surveys asking if consumers have heard of your brand, or through brand recall tests. Higher brand awareness often correlates with a stronger market presence and increased sales potential. 

3. Brand sentiment 

The tone of conversations around your brand, usually categorized as positive, negative, or neutral. This is often measured through social listening tools or sentiment analysis software. Understanding the emotional response to your brand helps identify strengths and weaknesses in your brand perception. 

4. Brand equity 

The value derived from consumer perception of your brand. This can include factors like perceived quality, brand loyalty, and brand associations. Strong brand equity often leads to higher pricing power, customer loyalty, and a competitive advantage. 

5. Customer Lifetime Value (CLV) 

The total revenue a business can expect from a customer account over time. A high CLV indicates strong brand loyalty and positive perception, as customers continue to engage with your brand. 

6. Share of Voice (SOV) 

The percentage of all industry or market-related conversations that mention your brand when compared to competitors. A higher SOV indicates that your brand is more dominant in public discussions, potentially leading to better brand perception. 

7. Social media engagement 

The level of interaction your brand receives on social media platforms, including likes, shares, comments, and mentions. High engagement usually reflects a strong, positive brand perception, as consumers often interact with brands they like and trust. 

8. Customer reviews and ratings 

The feedback customers leave on platforms like Google, Yelp, and product review sites. Positive reviews and high ratings indicate strong customer satisfaction and positive brand perception. 

9. Media coverage 

The amount and tone of media coverage your brand receives. Positive media coverage can enhance brand perception, while negative coverage can harm it. Monitoring this helps in understanding public and press sentiment. 

Tackling challenges linked to brand perception 

Fake reviews 

Fake reviews and influencer discrepancies undermines the authenticity of social proof. To tackle these, brands should: 

• Verify reviews: Implement verification processes to ensure reviews are genuine. 

• Transparency: Be transparent about partnerships with influencers to maintain credibility. 

• Monitor and respond: Regularly monitor reviews and respond to negative feedback constructively. 

Maintaining authenticity 

Keeping things authentic is what makes social proof so effective. Brands should focus on: 

• Honest reviews: Encourage honest reviews, even if they’re not all positive. Brands often fear negative reviews, but it’s important to remember that these add legitimacy to the rest. It’s just as important to have the right balance and take corrective action on customer concerns. 

• Real customers: Featuring real customers in marketing materials makes it easier for customers to connect with other people when compared to just using stock images or graphics. 

• Consistency: Ensuring consistent messaging across all channels is the main element to building trust, ensuring that customers hear the same thing wherever they interact with your brand. 

Start by taking small steps  

By understanding the different types of social proof available and taking a look at best practices from industry leaders brands can quickly build trust and credibility with their audience. 

For marketing managers, the next step is to incorporate all these into an overarching strategy in your marketing plan. Start small by encouraging customer reviews or collaborating with micro-influencers. Then, measure the impact and refine your approach based on the results. 

Using your email signatures to build a positive brand perception 

Professional email signatures can be a great way to improve your brand perception with every message you send. However, using them effectively involves strategic design and providing the right content to subtly reinforce social proof. Here are our recommendations on how to leverage email signatures for this purpose: 

1. Showcase awards and recognitions 

Include mentions of any recent awards, industry recognitions, or certifications. This boosts your brand’s credibility and reputation by showcasing external validation. If applicable, add trust seals or certification logos that signify quality or security, e.g., BBB accreditation, ISO certifications. 

2. Encourage customer interactions  

Using one-click surveys in your email signature to ask for feedback shows that your brand values customer opinions. This is perfect for enhancing brand trust and perception. Including a link to a case study or testimonial also showcases how your brand successfully helps customers, reinforcing how reliable your brand is. 

3. Insert your social feeds 

Integrating social feeds into your email signature is a creative way to enhance brand perception by showcasing dynamic, real-time content directly within your emails. 

Build your brand perception with Exclaimer 

Exclamer's email signature management solution lets you easily add customer testimonials, ratings, and more to every email your company sends. This simple tactic builds trust and loyalty with each interaction.   

Starting boosting your social proof by scheduling an online demonstration to see how Exclaimer can enhance customer loyalty.