The key tenets of great brand: Trust
Trust is integral to all relationships – personal and business. A few years ago, I read a book called Rising Strong by the author, Brené Brown. In this book – which focuses on vulnerability – she touches on the concept of trust. I can’t remember it verbatim but the concept related to an imaginary bucket filled with balls, each one representing a marker of trust. Every time somebody lets you down, misses an important event, doesn’t follow through on a promise, deceives you, disrespects you or does anything to question your trust in them, a ball is removed. Likewise, when someone supports, helps or encourages you, shows belief in you or is there when you need them, a ball is added.
As a visual person, it’s a concept that has stuck with me because I can imagine the bucket rising or falling with balls in relation to each relationship. It makes it easy to recognise when a relationship is strong, faltering or irreparable. Of course, our own conduct and behaviours can also be measured by the same system making us accountable for our failings.
It’s a principle that is equally relevant to business and its relationship with the market. Trust can’t be bought. It is an asset that must be earned through consistent and authentic transactions between both parties. It is also very easily lost.
Imagine your business as a person and your audience as a friend, someone you respect and value. How would you treat a friend? What are the ways you can show them that you are worthy of their trust?
AUTHENTICITY
Walk the talk. Mean what you say and say what you mean. The quickest way to plant a seed of doubt into the minds of a consumer is to not deliver on a promise. Have you ever seen a slick ad on Instagram, clicked through and the website looks like it belongs to a totally different business? Have you read how a product can change your life but when the package arrives it’s anything but inspiring? The brand didn’t deliver on the hype. When message and output are aligned, a trusting relationship with clients and customers is established. Get every element of your brand in sync with a crystal clear understanding of your values, purpose and goals. When you get this right, everything else falls into place.
PRESENTATION
A professionally-designed identity that reflects your business goes a long way towards building trust with your customers. It instils confidence and security that you are dependable and reliable. It sets a pattern of behaviour that clients learn and depend upon. Just as you would when you get ready for an event with family or friends, your presentation reflects the effort you’ve made for your clients or customers.
CORRESPONDENCE
Every time you correspond with a customer or client you have an opportunity to communicate in a way that is reflective of your values, goals and visions whether that be in a visual format, over the phone or face-to-face. Consider the language used, how it connects with your audience and how it is perceived. Gauge the level of formality expected and reciprocate in a similar way.
COMMITMENT
Everyone is busy. If it’s one thing I’ve learned, it’s that everybody is dealing with some problem, issue or challenge in their lives. You want to try and make your clients’ lives as easy as possible. You want to add value and solve a problem for them. Help them. Lighten their load. That is how you will be remembered. It’s important that you follow through with all commitments no matter how small. If you say you’re going to give someone a call, do it. If a client is waiting on information, make sure you send it in a timely manner – it’s basic common courtesy but also goes a long way towards developing trust. And if simple tasks like this are proving troublesome, it’s time to look into new procedures and systems that can automate and streamline procedures.
RESPONSIBILITY
Everybody makes mistakes and most people on the receiving end are forgiving when given the opportunity. The key is to promptly acknowledge the mistake and look at ways to rectify the situation as quickly as possible. Accepting responsibility is key to building trust. It takes courage and vulnerability to admit when you’re wrong. More importantly, it takes leadership to amend a problem. Some of the greatest opportunities to build trust with an audience can stem from a mishap or disappointment.
“Please accept our sincere apologies for the delivery error. We have identified issues in our supply chain and have rectified the problem to ensure it won’t happen again. Thank you for your patience and understanding. We really value your support.”
ACKNOWLEDGEMENT
When somebody helps you, say thank you. It doesn’t take long to send a quick email or better still, a handwritten note when someone has gone out of their way to assist you. When you’ve received some support, constructive advice or feedback, be appreciative. If you’ve gained some benefit from another person’s time, skills or kindness, be grateful. Then be sure to repay the favour when you can. At the very least, acknowledge their help. Your response could be the highlight of their day!
“Thanks so much for your help on the project today. You have no idea how much time you saved me, not to mention the relief I felt when I knew I didn’t have to face it alone. Please let me know if ever I can repay the favour.”
“Thank you for your thoughtful comments today. Feedback like yours helps us provide an improved service for our customers. We really appreciate you taking the time to let us know.”
What are the touchpoints in your business where you have the opportunity to build trust? Where are your weaknesses and where are the opportunities to do better?
HAVE YOU EVER BEEN GUILTY OF…
Not returning phone calls in a timely manner, or not at all?
Not responding to emails or when you do, your response is rushed or lacking in detail?
Repeatedly arriving late to meetings or appointments with a barrage of excuses?
Promising to do something and then not following through?
Deceiving or misleading someone, either through visual communication or by something you’ve done or said? No good can ever come from this.
Setting expectations and then under-delivering?
Avoiding responsibility or passing the blame when things go wrong?
Avoiding difficult situations, hoping they’ll just go away?
Taking someone for granted and not acknowledging their contribution?
Communicating with someone in a derogative or demeaning way?
It’s not rocket science, it’s just common decency and respect. Once you identify any negative behaviours that may be affecting your relationships, work at changing them and build on growing a brand that your customers, clients and colleagues trust.
If you’d like to learn more about optimising your practices and get your business running like the well-oiled machine you know it can be, contact us and let’s make a plan.
Jane Cameron
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