Lara Martini TRUST BASED MARKETING: Redefining your brand in a new reality

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Welcome to the era of customer trust and engagement

Welcome to London! This morning, I am so pleased to share thoughts on creating trust with your customers from the comfort of our homes. In this strange situation where most of the individuals are now self-isolating, embracing the digital life is essential for us to stay connected and productive.

Identifying the breakdown in Trust & Building it Anew

The world today is witnessing a unique, albeit challenging, context when one talks about trust. Events of trust being questioned or breached are more common globally; be it in the area of news reporting, political or societal ideologies or even the medical sector.

This brings us to the question,
How is trust built?

Elements of trust

  • It starts with understanding who we are.
  • Knowing about the individuals in our circle facilitates trust. Our ancestors laid the proof for this with their system of attributing importance to one's last name.
  • Then comes the part of finding a common ground, a similar interest or passion. This validates our trust in individuals or organizations that we may not necessarily know on a personal level.

It appears that this concept of trust does not limit itself to societal norms but also affects businesses greatly. Statistics show that businesses are trusted more than governments in various regions worldwide, thus entrusting businesses with a colossal responsibility towards factors that contribute to trust.

Role of Businesses in shaping Trust

We live in times where consumers expect businesses to play a pivotal role in the society. Be it adopting environment-friendly ways to conduct business, giving a voice to societal issues or executing practices that ensure individual privacy when it comes to handling personal data, consumers are keen on seeing businesses evolve beyond just providing a product or a service.

Business Actions leading to Trust

  • Be genuine: Businesses can adapt a transparent approach when communicating their goals. This trust-building action allows consumers to understand both the commercial and societal aspects of the business.
  • Stay Consistent: Consistency goes a long way in cementing consumer trust in a business.
  • Value Relationships: Businesses that focus on building robust and sustainable relationships have a higher chance of earning consumer trust and loyalty.
  • Find Common Ground: Quick adaptations keep businesses relevant and thus, more trustworthy in the consumer's eyes.
  • Ensuring Compliance: Last but definitely not least, businesses must prioritize compliance with laws and regulations as this factor significantly influences consumer trust.

Conclusion

Trust is indeed an unspoken commodity that businesses must strive to earn in today's world. As the saying goes, "Trust takes years to build, seconds to break, and forever to repair". On that note, let's take inspiration from this blog to carry forward trust-building actions and strive to leave a positive impact in our professional journey.


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