How a Privacy Policy Builds Trust for your Brand

Brian Sooy • Jul 18, 2019

Protecting your customer’s and visitor’s privacy builds trust, increases brand recognition, improves your business reputation, helps buyers move faster through your sales funnel, and helps you acquire brand evangelists.

Written by Donata Kalnenaite, Esq., CIPP

There is a good reason as to why being trustworthy is one of Aespire’s twelve strategies for purpose-driven brands and culture. Accountability and transparency are at the core of building trust with the customers and supporters of your organization. Building trust will increase the recognition of your brand, improve your reputation, move buyers faster through your sales funnel, and help you acquire brand evangelists.

How does having a privacy policy factor into the building of trust? A privacy policy will show your customers that you abide by the law, that you care about their privacy and that you are willing to stand by your commitments. All of these aspects will demonstrate that you are a company worth trusting.

A privacy policy is a document that on your website tells your customers what information you collect and what you do with that information. It informs people who you share their information with, and other information about your privacy practices.

Here’s the problem: Many website owners overlook posting a privacy policy, believing that they’re not at risk of a lawsuit or privacy violation. Think about the damage to your reputation or the financial impact on your company. You can protect your company and your brand reputation with an auto-updating provacy policy.

It is interesting to note that a privacy policy is required by law for most websites that collect any personal information (e.g., name and email). You are collecting personal data on your site if you have a contact form or email newsletter sign up form. If your website invites people to signup for a lead generation campaign or uses marketing automation, you're collecting personal information.

Furthermore, using analytics services such as Google Analytics also lead to the collection of personal information. Analytics services even require you to have a privacy policy in their Terms of Service. 

Consumers distrust companies that do not follow the law - there’s a reason why Facebook’s privacy abuse scandals have led to quite a bit of backlash for the company. Having a privacy policy on your website will show to your customers that you are aware of, and do follow the law. This practice will help establish you as a reputable company and will lead to customers trusting you more than your competition.

Do you have a hard time explaining what your company does or why your brand matters to people?

If you struggle to grow your business, you’re not alone. Aespire can help you create a clear message and brand that helps you grow your business. Contact us today for a consultation with a StoryBrand Certified Marketing Guide.

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