The New Trust Landscape And What it Means For Your Brand

As a brand your key focus is to compel your target audience to trust you enough and buy from you. Authentic relationships between brands, leaders and customers (or an audience) are built on a solid foundation of trust. Who do your customers trust? Edelman’s trust survey sheds new light on how the new millennial consumer is influenced externally and the impact it has on your brand. Let’s take a look at this new paradigm of trust and authenticity in relationships – especially the impact of digital media. It’s time to take a step back and understand how we can address perception gaps as brands.


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The New Trust Landscape And What it Means For Your Brand

 

1. Millennials trust digital media even more than the general population

The New Trust Landscape And What it Means For Your Brand

What does it mean for your brand:

Your customers are already well versed in your products before they reach your sales team. They would have Googled you, looked you up on social media or read reviews from friends. After that, they’ll reach you in a well prepared state of mind. The power to convince isn’t really in the hands of the final sales guy, if he or she isn’t aligned with what the customer may have experienced before showing up. What does your current website say about the product? What kind of reviews have you been getting? How does your social community behave? All these are important things to know and work on so that your customers find reasons to trust you! Your paid, earned and owned media channels need to have the same tonality and an engaged voice.

2. Every voice matters- you need an army of well-wishers

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What does it mean for your brand:

Depending on the sort of issue it is, customers can trust anyone ranging from friends and family, experts, employees and even CEOs of the brand. The context, platforms and other use cases may vary, but every voice counts. This is critical also because, in the world of viral media, you can’t quite control which story becomes popular. The key aspect as a brand is then to focus on social listening and ensure that your brand knows what’s been talked about. Be a part of the conversation and reach out. Staying snug in an ivory tower of indifference is no longer the game plan. Proactive, socially concerned brands that are not afraid to stand up for what they believe in tend to establish trust- especially with the millennial crowd.

3. Peers are influencing trust and finally purchase

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What does it mean for your brand:

Trust is not an intangible, good to have medal that your brand can display on the walls. It can make or break relationships and business. Online and offline conversations with influencers, peers and friends is influencing customers to choose one brand over the other. It is influencing the zero moment of truth. And over 75% customers report peer influence in purchase. That’s incredible! Your brand needs to know that standing out is no longer an option. Whether you’re a small business mom-and-pop store, or an author waiting to get readers lined up for your next book, you NEED a community. Building a supportive, engaged and authentic community requires you to establish goals and a strategic plan. Do not over-invest in all directions without asking yourself why you’re in it. But do not remain on the sidelines either. The time to take action is NOW.

Concluding thoughts

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  1. Information or influence is not limited to a select few. Each voice is important and influences your customers. Know who your customers trust and establish relationships with your niche.
  2. Ensure that you’re building authentic communities on paid, earned and owned media. Invest in social listening. Be a part of the conversation. Engage, engage, engage. Follow your customer’s journey.
  3. Share your own story of influence. Give customers a reason to get interested in what lies behind the brand and the products. Focus on who you are as a brand, and not just what you sell

What will you do differently today?


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Upasna Kakroo

Upasna co-founded Brandanew in 2014 for the sheer love of storytelling and authentic connections. She has been blogging and documenting digital stories since 2003.
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