A matter of trust
Imagine meeting someone for the first time, and they greet you with, "Hello, my name is Martin, and you can trust me." Instantly, your suspicions would be piqued. Why the need to state it so explicitly? What is he trying to hide?
It's remarkable how many brands adopt a similar approach, leading with trust as one of their key external messages. They declare themselves trustworthy, boasting it as a defining feature of their business. "Trust us," they say, "just look at our Trustpilot rating!" Yet, much like in personal interactions, this approach often raises doubts.
It’s value is not in question but the truth is, trust is not a message; it's a goal. It's something that must be earned by brands, not merely claimed. And it's far more complex than a few stars at the bottom of a website or advert.
Sure, a business may have a solid track record, numerous awards, and long-standing relationships to back up its claim to trust. But these are just one dimension of earning trust. There are countless other activities and areas of focus that can contribute to building trust.
Because I’m a strategist, I've not been able to resist the urge to dissect and categorise these various elements. So I give you…
The Three Pillars of Trust:
CAPABILITY
Let's start with capability, the bedrock of trust. Essentially, capability addresses the fundamental question: Can you do what I need you to do? Potential customers seek reassurance in your ability to competently perform the task at hand. Do you have the right expertise, resources, and experience? Your track record, including endorsements, awards, press coverage, and reviews, speaks volumes here.
But how else can you earn it? Some aspects are straightforward facts—you either have them or you don't. For instance, you either possess notable awards or you don't , you either have offices around the world or you don’t. However, areas like having the best talent hinge on maximising your employer brand proposition and communications to attract and retain top-notch professionals. Then, it's about showcasing these individuals and providing a platform for them to demonstrate their expertise.
INTEGRITY
At its core, integrity boils down to one fundamental question: Can this brand be trusted to deliver on its promises? Is it inherently honest? But integrity goes beyond mere promises; It's widely acknowledged that brands now operate in glass houses, where doing the right thing is a non-negotiable for the modern consumer. It’s about how a brand conducts itself. Does it adhere to the right set of values?
Obviously, established methods like Diversity and Inclusion, Corporate and Social Responsibility, and sustainability initiatives are key ways brands demonstrate integrity. However, we at Designate often find the real opportunity for businesses lies in increasing transparency. By inviting outsiders in and showing there's nothing to hide, brands can build trust. Showcase your staff, offices, canteens, and store rooms authentically without over-staging. Offer transparency by showing your internal operations, manufacturing processes and supply chains. Ultimately, transparency isn't just about what you say; it's about how happy you are to show the inner workings of your business.
RELEVANCE
Lastly, let's talk about relevance—a topic deserving of its own dedicated discussion, perhaps for another time. At its core, relevance addresses a crucial question: Does this brand feel like it’s for someone like me? Does it truly understand my needs and desires? This boils down to being customer-centric and having a deep understanding of your audience.
To achieve this understanding, engagement is key. Whether through conducting research, developing relevant content or engaging through social channels, brands must actively connect with their audience. Yet, there are often overlooked opportunities, such as collaborating with consumers to co-create a community around the brand. This requires defining a clear purpose and perspective for consumers to rally behind and support.
Consumers also wonder about the future: Will this brand stand by me in the long run? By embracing an innovation mindset, businesses can future-proof themselves by cultivating relationships, not just transactions, with their audience.
This article is really just the tip of the trust iceberg. There's a ton of aspects that we consider when building trust for brands at Designate. If you're interested in looking closer at how you could build this invaluable brand asset, feel free to connect with me via LinkedIn. Let's continue the conversation.