The Importance of Brand Trust

It’s hard to argue that the importance of brand trust is not essential. And sure, some brands make a ton of cash in the short-term without building trust, but with the increased competition in many industries, building trust as a brand is more important than ever.

Read next: How to make your social proof trustworthy

That’s what author and marketing expert Melanie Deziel and I discussed on this episode of “The Business Storytelling Show.” We covered:

• What is brand trust?
• The importance of brand trust
• How do brands build trust?
• What about keeping trust?

The importance of brand trust: What is brand trust?

Brand trust means that customers see the brand as a believable partner. Yes, the brand needs to and wants to make money, but the customer trusts it. The customer sees the brand as:

• doing what’s best for them
• making good decisions that keep the customer top of mind
• offering something of value
• honorable
• believable

Building and keeping brand trust helps companies build relationships with their customers for the long term. But, of course, trust is earned.

The good news is that companies – including marketing teams – can prioritize and continuously work on brand trust. That includes:

• content that consumers see about your brand – everything from email marketing to advertising to blog posts
• the decision-making process – how easy (or hard) is buying from you?
• every touch point with the brand, including customer service, the digital experience, and everything in-between

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