Trust creates relationships,
relationships grow brands.
Today’s world is a jungle. Disruptive technologies, global shifts and complex changes in consumer behaviour create vast risks and numerous opportunities. How can your brand make sure you systemically connect with consumers and achieve sustainable growth? I believe the answer lies in your ability to earn trust.
Introduction
Competence
Benevolence
Link
Main benefits of growing brand trust
Grow revenue by increasing conversion and decreasing
the time it takes to close a deal
Become customer centric by tapping in to deep human truths
Inspire and connect internal department with a unifying, simplistic strategic framework
Five societal trends that drive
the rising urgency for brand trust
The Covid-19 has laid bare companies and leaders who put the interest of society above and beyon their own. Further accelerating the need for brands to rethink the people, planet, profit balance.
Rising (geo)-political fuck-ups leads people to ask companies: "how will you fill in the gaps left by governments?"
The infrastructure around trust has shifted. From being centralized (through institutions) to being distributed (amongst people, mostly)
Global call-out and cancel culture gives rise to the importance of being socially aware, responsive and co-operative
The increasing pace of change deepens the need for some form of constant; trust has and will always be front and central in building and maintaining relationshops
Our growing reliance on digital tools means companies will have to design trust in technology as more interactions take place in the online realm versus the offline
A definition of brand trust
The willingness of a consumer to rely on the ability of the brand
to perform its function while seeing the engagement with the brand as supportive of personal values.
Brand trust is built within the whole brain
Logical trust
building tactics
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
Emotional trust
building tactics
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.