Trust is like a bank account; it takes time to build, but it can be depleted in an instant.
Brand trust can be the wind beneath a company’s wings, while a lack of trust can quickly bring it crashing down. Although transactional value and product features undoubtedly matter, a deeper, more profound connection is what truly separates the good from the great. This connection is founded on shared values. When your company stands for something beyond transactions, you create a bond with your audience that transcends products and services.
This belief that shared values are more critical than transactional value lies at the core of our Communicreation™ philosophy. Brands that genuinely connect with their audience on shared principles create lasting trust.
Good vs. Bad Brand Trust
Good Brand Trust: Take a look at TOMS. With their “One for One” initiative, they promise to donate a pair of shoes for each one purchased. This genuine commitment to social responsibility has earned them customers’ loyalty.
Bad Brand Trust: On the flip side, remember Volkswagen’s emissions scandal? Their deception eroded trust built over decades and led to substantial reputational and financial losses.
The Best Brand Trust Campaigns Are Free: Be Trustworthy!
The most potent brand trust campaigns don’t require a hefty budget. They involve being a trustworthy brand. Here are some key considerations:
- Transparency: Be open about your products, practices, and values.
- Consistency: Align your actions with your brand’s stated values consistently.
- Authenticity: Avoid greenwashing or superficial PR. Authenticity builds trust.
- Customer-centric Approach: Listen to your customers and adapt to their needs.
- Own Mistakes: Everybody makes them. Embrace the problem and own the solution.
Remember, your brand trust account may not cost a dime but can be worth a fortune in the long run.
Open your FREE account today. Let’s chat.