We’ve recently been talking about the importance of trust for a brand. High levels of trust lead to greater loyalty, preference and advocacy. But some brands we have measured have a high trust score, but are failing to attract new users. Why?
Winning back estranged customers
What are you trusted for?
Trust is multi-faceted creature. A strength in one area doesn’t necessarily result in a person or a brand being trusted in other areas. Most people and brands are trusted for certain things, like the competence to do a certain job, or having a great vision, or delivering an excellent and reliable personal benefit.
Do you know where you’re headed… and does your customer?
Vision is a key driver of trust. It provides customers of a Company with the reassurance that both they and the brand are walking along the same path, and heading in the same direction. Vision isn’t a statement of corporate objectives, it is more about the principles and ethos of a Company. The things it is committed to, and what it believes in.