Innovative strength as a trust factor in online marketing

The perceived aura of a company is one of the main factors for perceived trustworthiness. The aura itself, in turn, is made up of a number of sub-factors. One of the most important of these is innovative strength. It therefore makes sense to think about how it manifests itself in the company. Furthermore, the question of how it is expressed in the context of a Content Strategy can be communicated in terms of content.

What does innovative strength mean?

A company has innovative strength when it is able to develop innovations. The word strength, however, implies more than mere ability. It describes a forward-looking energy that emanates from the company. The company can act as a whole organizational unit or as the sum of its employees.

A company like Siemens, which holds more than 65,000 patents and strives to register at least the most patents in Europe each year, radiates an innovative aura as an entire organization. In consulting companies, law firms, agencies or clinics, it is rather the individual top employees who are responsible for the innovative aura. If the top consultant, specialized lawyer, creative head or chief physician leaves the company, the perceived innovative power migrates to the next company. Often the customers move with them. This is particularly vivid in starred gastronomy. If the chef leaves the restaurant, it has to start again from scratch in the assessment.

What are the factors influencing innovative strength?

Innovative strength depends firstly on the company as a whole and secondly on individual employees.

The culture in the company may or may not be deliberately conducive to innovation. I have experienced both. There are companies that show an open and dynamic aura as soon as you enter the entrance area. Likewise, there is the opposite. Some companies are so structured that even the first impression creates a certain anxiety. How is an employee supposed to be motivated to tackle something new? Or even to make a daring suggestion with the risk of being laughed at?

It is by no means the case that established corporations can be categorized as encrusted and startups as super-innovative laboratories. Siemens is a good example of the opposite. Of course, most startups are geared toward development and growth. They must therefore be innovative.

However, I have also experienced some founders here who run their company like a king. They tolerate no contradiction, know everything better and treat their employees with medieval manners. In short, every company, regardless of size and age, can cultivate or even introduce a corporate culture to promote innovation. It's never too late for that. It just sometimes takes a new boss to do it.

Which brings me to the employees. I have experienced many entrepreneurs, particularly in the German SME sector, who are themselves the greatest innovators. It's no coincidence that many of them are world market leaders in their field. When in doubt, the boss is an engineer. Even with several hundred or even thousands of employees, he is still very close to product development. As a rule, however, it is not enough to have a clever head. It takes the team. Diversity. The exchange. The creative togetherness.

Digital agencies are a good example of this. Creative digital applications can only be developed through a close exchange between conception, design and development. This exchange must be encouraged. It takes more than a pretty coffee counter with a whiteboard. It needs impetus from above. Free space for free thinking during working hours. Openness to new ideas, even if they are daring. Organized exchange between departments. Cool tools that encourage further thinking. Then it's fun for everyone to be involved in the further development of products and services.

How can innovative strength be communicated?

I would like to highlight two methods: Timeline and Stories.

The timeline is a bit outdated. However, it can still be found in the history section of many company websites. Why should you look back, especially when it comes to innovations? It's simple. Results are convincing. A compelling overview of how products have evolved in the past suggests similar results in the future.

For me as a potential customer, looking at a website is about finding out whether the company can provide innovative services for me. I'm thinking, for example, of the seele company in Gersthofen. We were responsible for redesigning the website a few years ago. The company creates building facades. And what a lot of them. Allianz Arena, Beijing Arena, Apple headquarters, European Central Bank, museums around the world and many more. Mostly with glass, but also with steel tubes or membrane constructions. When I now look at the timeline and see what innovative solutions have been found here, I am completely convinced as a builder or architect. Even my boldest fantasies can be realized.

Of course, a simple project overview can also serve a similar function. However, the timeline is more convincing. It suggests a continuum from the past into the future.

Stories are the outstanding way to show the passion in the company. And with the passion of the employees, innovations are created.

Take, for example, a startup that is looking for a lawyer. It is not very convincing that he knows all the laws. This is especially true with new products and new framework conditions. I'm more excited when I learn about the innovative solutions he has found in an example in a background story. Be it for a participation agreement, a cooperation agreement or whatever. The design options are many and varied. Innovative solutions are often in demand.

A story on a website can have numerous Website content Include elements. Short video sequences with interviews of the participants are nice. Numbers that vividly and quickly convey quantities. This could be the number of days of development work. Or the number of team and customer meetings. Or the amount of material used. Infographics can show correlations. Good photos of all the employees involved are very important.

These stories can be a separate section of the website. Depending on the scope, they can also be a main navigation point.

In summary: In many industries, innovation is a very important component of the company's aura. Use the possibilities of your website to show it for your company and your employees!