How to Build Trust With Customers (and Increase Sales) Using a Simple Checklist

How to build trust with customers

You want to gain more sales right?

And people want to buy from you. Really they do.

One of the most important things you can do to help customers buy from you is to create an environment of trust.

And one of the ways to build trust with customers is to be consistent in how you carry out your business. And these standards of conducting business should be reflected in your marketing materials.

Presenting a consistent style each time a (prospective) customer comes into contact with your brand will build this trust.

And as trust is built your customer’s comfort level is increased.

Using a Style Check-list to build this trust

It’s actually easy to do this. You make your decision once about your brand style and then..are you ready for this..

you write it down!

A style check-list (or Brand Style Guide as it is often called) is a set of standards for the design of documents, signage, and any other form of other branding element.

The reason for having them is to ensure complete uniformity in style and formatting wherever the brand is used to ensure no dilution of that brand.

What to include in the Check-list

You make a note of the

  • font you use – the size, weight and style,
  • the colours that represent you
  • how your logo and tagline can and cannot be used.

And I’m going to add in here some copy that I’ve found useful to note down on one sheet for quick reference:

  • the description you use to set up your Social Media Bios

because each time I have to complete something like this I have to remember where I put it 🙂 Having it hanging on the wall in the Style Check-list makes life a little easier.

Some people include guidelines on branding images that may be used in respect of style, colour, tone and so on.

We don’t actually do that ourselves but what we always try and remember to do is to put our logo/brand on to each image (usually..)

Some more examples of the Style Check-list

The University of British Columbia has a whole website devoted to it’s brand guidelines. There are a lot of guidelines here!

Channel 4 (a British TV Channel) also has an extensive ‘Identity Style Guide’ – 48 pages long, each page states a clear guideline often with diagrams.

Here’s a simpler one pager from Tickled Peach Studio. Don’t you just love the name!

However the great thing is you can make it as simple or as complicated as you wish and add to it as things develop.

Here’s our own Check-list to show you a simple example

We’ve kept ours pretty simple because that’s how we work best. And there’s only 2 of us. But of course as your team grows the check-list becomes longer and more comprehensive.

Just write every detail down, and keep it in a file (or print it out) where you can easily access it. It will make creating your marketing materials much easier to do and they’ll be more effective.

Also if you do use a designer, you can simply give them your guidelines which will save both of you time.

Over time your business will present itself as being consistent and this in turn will build the trust with your prospects and customers which will lead to more sales.

To help you in putting your Style Check-list together, we’ve included ours here so you can see this in practice. Ours is a simple document which we’ve printed out and hung on our wall as a quick reference.

Style Guide Checklist


Over to you!

Do you forget where you put these brand details on your computer?

Would you find it useful to have this important information all in one place in one document?

Leave us a comment below and let us know.



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About The Author

Caroline Jones

I'm Caroline and I look to help small business owners create their own graphics by writing tutorials and tips on graphics editing software. I live in Wales , love Tartan and Coffee Ice Cream. You can read more about me here