When
it comes to brands, trust is hard to define and even harder to earn. This post
explores how a particular approach to messaging can create that elusive thing
every brand desires.
What
is trust?
Trust is a feeling that crystallizes into a
belief. It’s deeper than an opinion – and more complex. For brands, it’s far
harder to induce trust than a positive customer opinion about a rational thing,
such as your delivery service. That’s because there’s an emotional component.
It’s a gut feeling.
So
how do brands become trusted?
Let’s pursue the delivery example for a moment.
A brand delivers a product on time, as promised. Will customers immediately
consider it trustworthy? Not likely. They’ll think it’s prompt. And when the
brand delivers on time again and again? Well, customers may then start to rely
on it. They’ll think it’s a great delivery service. But trust? That involves
something more.
