Brand trust can no longer be assumed, it must be earned, and consumers now require brands to prove they are trustworthy through identification, integrity and inclusion. This is the advice from Sarah King, global brand domain lead of Kantarwho also said trust in general is low, not just for brands, and only a quarter of Australian brands are seen as trustworthy by consumers. Trusted brands are healthier brands.
Research shows brands perceived as dishonest suffer a decline in brand value and trusted brands win more often. In addition, trust varies a lot by category.
Some brands are generally low on trust, like banks and communications providers, for example. For King, brands seeking trust must think about the issues around the general brand as well. Identification centres on the fact that if brands are behaving like humans online, then they need to behave in human ways in other parts of the business as well. Being vulnerable and trusting your consumers back, and behaving in a fair way is also important. King said it used to be consumers started with the assumption that people have integrity.
But now the default position is one of suspicion rather than trust. Trust is built in lots of little moments and in some big moments. Brands must have an understanding of what those are, and demonstrate trustworthiness.
Key to this is what goes on behind the scenes, and being transparent about it, king continued, noting consumers are savvy, and people are increasingly interested in the provenance of goods and services. Consumers also need a feeling of safety around data, they need service they expect, in the way they expect it, and the products they expect. There must be reliability and consistency.
Seamless customer experience and intuitive designs gave customers exactly what they wanted, making other service experiences pale in comparison. Many business and marketing dead fish sonho medio firefox progressing to leadership positions face evolving their focus from operational matters to strategic decision making and planning.
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