The term ‘credibility’ is more often than not defined by combining a few different (and vague) concepts. When asked what the term means hardly anyone can pin point the exact definition. We use terms such as ‘integrity’, ‘honesty’, ‘relevance’ and ‘expertise’ when describing credibility. This does not tell anyone what exactly credibility is or how a business can gain this vague (but necessary) characteristic.

All people in business will tell you that credibility is a dynamic part of business success but do they truly understand the concept? We’re not even talking about the issue of trust, (a completely different subject) we are simply focusing this article around credibility.

Defining Credibility:

Credibility, in business terms, is ultimately a sense of belief or confidence in a product or service. It is not the same as trust but falls very close to it. In a nut shell, credibility is the direct outcome of demonstrating certain qualities unfailingly.

Credibility is earned, and whether you have it or not is pretty much in the hands of your customers or clients. It is your alleged sense of value in the eyes of others when it comes to certain issues regarding business. Basically, credibility is the management of others’ opinions of you and your business.

When talking about brands it is important to note that a brand will only remain a brand as long as people attach credibility to it. When credibility disappears, so does the brand. An important aspect of credibility is consistency. When you manage your business and relationships consistently people will have confidence in your service or product. Through this you will gain credibility. The fact of the matter is; opinions of you and what your business represents is what leads to credibility.

Qualities of a Business Leader:

James Kouzes, author of the fittingly entitled Credibility, discusses the main qualities a business leader needs to possess in order to be perceived as credible.

These qualities are:

1.    Forward Thinking:

Surveys show that second to personal credibility, forward thinking is the quality that individuals value most in leaders.

2.    Likeability:

Leaders should want to be liked as it increases motivation and maintenance.

3.    Commitment:

Employees and clients need to see business leaders as role models. This is the most important thing that links the employees’ commitment to the profitability of a business.

4.    Articulation:

A business leader should be able to fluently express a certain approach that is captivating to others and that will make them want to follow.

Gaining Credibility Through Online Platforms:

Credibility is the alignment between words and actions. When this does not happen, you fall into a credibility gap which is damaging to your reputation and career. The point to focus on is that your actions should reflect your values. This is the only way to bridge the credibility gap. The most effective way to start bridging the credibility gap is to be more aware of what you say. One of the features that help businesses become more credible is online platforms.

Let’s take a look at how you can gain credibility through social media – one of the main marketing pillars in today’s business world.

1.    Blogging:

A company’s blog is an important tool for building credibility. Publishing content every other day is simply not enough – although not to be underestimated. You should network with other blogs and actively look for new blogs relating to yours. Most credibility comes from a mixture of visibility and opinion. If people see your brand beyond your website and direct social media sites (Twitter, Facebook etc.) you will instantly become more credible. Blogging is great in this case because readers can form discussions and comment on posts. This gives your site a human element – and people listen to other people.

2.    Relationships:

When you have a company Facebook, Twitter and LinkedIn page (to name only a few), you are telling people that you want to build relationships. Spending time on sharing knowledge reaffirms that your business is credible. Your social media presence is more important now than ever before. Make sure to not only share content, but to also comment and interact on social media sites.

3.    Actions:

At least 50% of your social media campaign needs to be built around people. Actions are just as important as words when using social media so look at them as open sites, try to see it from the readers' point of view. People, who read your blog, might have their own business and blog to worry about, think about how you can help them.

4.    Twitter & Facebook:

Social networking is all about growing relationships, and if you want to look impressive you’ll have to increase your numbers.

5.    Improve your SEO:

Search engine optimisation is a critical part of being known. Potential clients should be able to easily find your business when using Google.

What It All Comes Down To:

With credibility it all comes down to the old phrase, “seeing is believing”.  When choosing a certain brand or service, customers do not pay for promises or elaborate adverts, they pay for results. Customers will only spend money when they see, and as such know, that you will and can deliver on your promise and those elaborate adverts.

One of the most important questions is; why should customers choose your product or service above another? They need you to prove that no other business can compete with what you have to offer. This is where credibility steps in and why it is so important.

In the end, your product, business or service is only as good as others say it is. In business, as in life, one’s general value is jointly assessed by other’s opinion and attitude towards you and all that you characterise.

Carina Claassens is a Writer for Sound Idea Digital l carina@soundidea.co.za l Sound Idea Digital l www.soundidea.co.za