Today’s consumers are constantly overwhelmed by tons of brands with a lot of promise. However, the expectations that they will be met are really low. The reality is that the relationship between brands and customers is broken and the road to creating or regaining trust is long. It is something that occurs consciously and voluntarily, so it takes work and effort to achieve it. But despite the fact that it is expensive to reach, it is characterized by being a positive emotion that significantly influences the relationship we establish with brands.

How to build trust with brands

To build trust, companies must evolve the traditional view forged in transactions to a concept based primarily on relationships. Trust represents the security someone has in another person or something. It’s part of human nature from birth. We all need to trust someone or something to feel safe. Just as in relationships between people, trust is also the basis between people and brands.

Our brain is genetically prepared to show trusting connections from the start, as well as a certain empathy with our fellow human beings, but this also makes us vulnerable because in many cases we simply see what we want to see.

Types of Trust

There are different types of trust, brands can generate it by balancing the relationship between each of them:

  • FUNCTIONAL TRUST

Understood as the way in which the brand delivers its promise, balancing aspects such as reliability, quality or value for money.

  • RELATIONAL TRUST

Referring to the interaction between the brand and the consumer, capturing aspects such as communicating honestly and responding to customers’ concerns by valuing their opinions.

  • TRUST BASED ON ADDING VALUE

It reflects the alignment of the brand with a greater purpose, beyond the product/service, such as treating employees well or contributing to social value.

The Keys to Building Trust

In this race to build trust, there are a number of rules that brands must consider:

1. FINDING PURPOSE

People don’t buy what you do, they buy why you do it. In other words, people do not connect with a company’s products or services, they are emotionally linked to the meanings that are inside brands.

2. ALIGNING INTERESTS

The challenge in this regard is that on many occasions the essence and purpose of the brand do not coincide with the behaviors of the team or the interests of the customers. Sharing beliefs is the foundation for moving up the ladder of value creation and trust.

3. ELIMINATE THE GAP BETWEEN EXPECTATIONS AND REALITIES

It is essential to align promises with realities. In this sense, understanding how we make others feel, empathy, is the main attribute of developing trust. To do this, you need to make sure to measure the effect caused by each of the brand’s actions, minimizing the gap between what is expected and what is received.

The road to building trust never ends, achieving it can take a lifetime, but losing it can be a matter of a day. Faced with this reality, we must always ask ourselves: are we creating trust? And, since no one is perfect (neither are brands), admit mistakes quickly, apologize, and correct so they don’t happen again.

 

Carlos Puig Falcó

President of Branward®

Photos: Shutterstock


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