The customer determines Credibility. This is based on those things that are most important to the customer. Their concerns, fears, anticipations, expectations are all a major part of determining what the marketplace deems as Credible. A Credibility Analysis based on heavy customer research will determine these values.

The character of the business. The moral qualities are distinctive to the vision and mission of the business. An organization needs to make sure that its vision, mission, and the philosophies of the corporation, company, or organization are all in alignment with what the marketplace or the customer has determined is Credible.

How good is the organization really? How good are their products or the services they deliver? Do they meet, exceed, or fall short of the desired or promised results. Are they delivering what the marketplace deems as Credible? This is based on ensuring that all of the components within the internal operations of the organization are developed and integrated “in alignment” with what the marketplace has determined Credible. A credibility gap analysis and high-level competitive intelligence will identify these particulars.

Are all of our different communications in alignment with what the marketplace has determined is credible? There are two separate and distinct types of communication:
A. Non-verbal Communications: This consists of logos, buildings, staff presence, uniforms, and trucks; items like that. Do they reflect and prove to the customer that the business is Credible based on their colors, design, placement, and mannerisms.
B. Verbal Communications: This has to do with advertising, PR, marketing, sales presentations, scripts, websites, collateral material, or marketing messages of any kind that’s coming from the business. Do they support and build Credibility, or do they diminish it? There are seven different critical components when it comes to verbal communications. Each component needs to be in alignment in order for the business's verbal communications to be Credible.

This ties everything together. A business needs to make sure that the first four C’s of Credibility are consistent throughout the entire business and all of its functions. And lastly, that they communicate consistently with their customers or clients and with their prospects.
When all of these C’s are in alignment with the first, Customer Values, then you’ve attained Credibility. When you demonstrate your company’s Credibility, then and only then, can you take your place in the customers' minds within the market in which you’re competing? You’ll have earned your brand. You will have achieved the ultimate goal of marketing, advertising, and sales… true customer loyalty.
If you continue to consistently analyze the Credibility Gap of your company and consistently realign yourself, you will never ever lose customer loyalty and you’ll never lose your space. You, Will, Dominate The Marketplace. And once dominance has been taken, the only way to lose it is if you give it up.