is the most critical component in building and maintaining a strong,
emotionally driven and enduring brand. However, in a world of
promotion-driven-marketing tactics, many brand owners forget that building
trust is the only thing holding the relationship with the customer together.
marketers are in business to create demand and sell more stuff. They are
rewarded on their skill and ability to help organizations sell. For most
customers, selling is not a very trustworthy practice. Nobody likes to be sold,
but people sure do love to buy. More than ever customers buy from brands they
trust. At the beginning of any relationship, trust is the most difficult
component to establish.
are two kinds of people–those who begin a relationship with little trust which
needs to be earned over time, and those who begin with trust freely given, but
is forever taken away on the first sign of behavior deemed untrustworthy.
Either way trust must be established or there will be no relationship.
with trusted brands are built and maintained in this same fashion.
naturally will measure, with great care and consideration, how the brand is
likely to behave in a given situation depending on the rewards for being
trustworthy and the deterrents against untrustworthy behavior. When trust is
established at its highest level between a brand and the customer, there is
always an emotional “investment” made between the two parties.
bond is based wholly on strong emotional connections as a result of the
perceived shared values between the brand and the customer. It is never based
on functional benefits or feature based ingredients. Trusted brands understand
what customers really care about so completely that they become a badge of
identification for the relationship.
of trust in building enduring brand value.
pathway to brand insistence has well-defined components and all are essential
for brands to succeed in growing their value to customers and brand owners
brands do the right things.
brands are perceived by customers as having unparalleled competence, efficacy
and effectiveness in delivering on its promise. It delivers consistently and
contributes value even when it’s not in the moneymaking interests of the brand
brands enjoy an “us=them” relationship with customers.
must perceive and believe that they are one and the same with the brand and the
organizational culture behind it. The degree to which customers have common
values, and shared beliefs associated with the brand’s values and behavior will
determine the level of sustained trust customers will hold in their hearts and
brands have empathy.
must experience deep emotional feelings of caring, empathy, tolerance, and
safety when they are vulnerable in transactions with the brand. Sincere efforts
to understand these feelings contribute to high trust levels in any
brands never fail customers.
brands act consistently and dependably, trust is strengthened and customer
advocacy assured. Trusted brands are stalwart in living up to and delivering
the value that matters most to customers.
brands are transparent.
integrity, sincerity are the essential attributes that contribute and reinforce
customer trust. This involves not only the amount and accuracy of information
that is shared with customers, but also how sincerely and appropriately it is
will not move forward in building a trusted relationship with a brand to the
level or consistency or identity until a brand proves it is able to live up to
its part of the bargain. Brands succeed because they earn and deserve, never
because brand owners desire or need the business. As I have written here many
times, brand can only make the trust bond hold when they connect through shared
values. This is the only path to brand insistence.
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