When you’re building a challenger brand, trust is vital. No matter your sector, specialism or size, trust is a foundational pillar to growing any business.
As of April 2021, American trust in the government sits at a low 24 percent. In 2020, 85 percent of people wanted brands to solve their problems and 80 percent wanted brands to solve society’s problems.
Trust Is Synonymous With Authenticity
Whether it’s presenting your brand with honesty at every touchpoint or admitting when you’re in the wrong, consumers want authenticity and will reward those that showcase it. In 2019, an overwhelming 92 percent of marketers believed that most or all of the content they were sharing was resonating as authentic with consumers. When consumers were asked, over 50 percent said that less than half came across as authentic. That overestimation on the part of marketers isn’t surprising, and reinforces the need for empathy, understanding, and testing. Get to know your consumers, their values, their ethics, and don’t just view your brand through the eyes of your customer. Check-in with them to ensure that perception matches their lived experience.
By Rahul Raj
