To build trust in these turbulent times, brands must not only fully understand what their customers value, but they must also ensure that they deliver on their promises.
“Trust is built on the promise a brand makes and the delivery of its product or service, and while it can take years to build trust, it only takes seconds to destroy it.”
Trust can mean many things to both brands and customers. However, this is mainly about the ability of brands to deliver on their promises.
As such, a good creative strategy is not enough to ensure that a brand’s promises are aligned with the values of its customers and with the delivery of its offering. Building trust requires a comprehensive strategy that elevates the human experience of customers, employees, and business partners. For marketers working to build trust through a single, consistent brand message, this means broadening perspective and gaining a holistic view of the organization and the customer, so they know how to fully deliver on their promises.
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