Good branding reduces a consumer's perceived risk

Branding is a key factor in the consumer's decision-making process. It has the power to influence customers on their perceptions and experiences with a product.

There are risks that customers encounter during their buying decisions, but good branding increases the likelihood of purchase.,

The perception that the product may not live up to expectations.
Your business can build consumer trust online by encouraging users to leave reviews about your products. This allows the quality of products to be reflected in the form of peer reviews, which can reduce perceived risks, giving your audience confidence in your product.

The perception of poor value for money.
Build consumer trust online by ensuring your product benefits are clear and a part of your branding. Demonstrate how your products align with their products to tap into your audiences' lifestyle and demonstrate to them how your brand and products can help them live their best lives.

Buying a product may result in embarrassment.
Build consumer trust online by increasing your brand's social currency through social media. Invest in quality content that demonstrates your brand values and what your brand stands for. By building a brand with value, you will be able to connect with your audience on an emotional level, giving you top-of-mind awareness in their decision-making process by getting rid of any perceived risks during the decision-making process.

Branding isn't just about being posh, being a showoff, creating customer loyalty, and then some. It should also build consumer trust online by managing expectations about the products and services to reduce perceived risks in customer's buying decisions.