Brands And Trust: Bridge The Gap Or Die

Brands And Trust: Bridge The Gap Or Die
SHARE
THIS



In this guest post, Landor’s new business and marketing manager, Ella Campbell (pictured below), offers her tips, in this era of broken trust, on how to rebuild yours…

Our society has always been grounded in a framework of trust. Whether we are grabbing our morning coffee, buying our weekly groceries, or visiting our favourite restaurants, we trust that our experiences will be positive, and that our time and money are worth the return.

Ella Campbell Landor June 2019
On the flip-side, we’ve had our fill of ‘fake news’, shady deals and hidden agendas. We don’t trust our banks. We don’t trust our media. And we don’t trust our government. So, who do we trust?

The state of trust in corporate Australia
It’s been a year of less than positive revelations about our largest and most valued institutions. Despite this, the Australian population is becoming more trusting in business (seven-point increase year-on-year). The 2019 Corporate Reputation Index gives us insight into the state of Australia’s belief in business. The rankings at the top of the index, produced by the Reputation Institute, are seeing greater leaps in overall reputation – since 2018, we’ve seen the number of ‘Strong’ and ‘Very Strong’ rankings grow. However, those languishing down the lower end of the index are experiencing significant decreases in their reputations. In fact, the number of organisations with ‘Weak’ reputations increased by 250 per cent.

Just how important is trust to the success of organisations, and how can those that have lost it rebuild it for the future?

The importance of trust
Trust is intrinsically linked to the success of business. An increase in trust leads to an increase in brand value, as well as greater ability to place a premium on products and services. (Research conducted by Kantar – “Building Trust in a Connected World.”)

Executives experiencing waning trust in their business will no doubt be looking for solutions to attract customers and keep them coming back. It’s not enough to promise you’ll do better. Whilst flash sales, ad campaigns, and unique offers may get immediate results, they are band-aid solutions to a bigger problem and can sometimes do more harm than good.

How can you bridge the trust gap?
It can be a long road, but one worth travelling. There are many ways to rebuild trust. For those looking to start the journey, here are four of the first – and perhaps most important ­– steps to take towards bridging the gap.

One: Define what you stand for 
A defined brand strategy that acts as your North Star is key to decision-making. After a crisis, you may need to redefine why you do what you do, and how you do it. The result should be consistency across all areas of your business, giving your customers what they need to rebuild belief and confidence in your brand.

Two: Build trust from the inside out
You know that old adage about your greatest asset being your people? It’s true. By creating a clear internal understanding of, and dialogue around, the culture of your business you will help your employees live and breathe it. Then you can take them along on your reputation rebuild journey, and engage them in your reconnection with customers. This creates a strong foundation for consumer trust from the inside out.

Three: First listen, then act
Consumers can be your biggest advocates, but they’re tired of trying to be heard. So, it’s time to listen. The most powerful act of communication to truly build trust is to listen. But don’t just tell people that you are listening (they’ll see through that in a second), show them. Prove it to them through your actions, over a sustained period of time.

Four: Less telling, more doing 
Consumers are sick of advertising telling them what is going to be different. Sure, outline your plans, but show people what you are doing to make a difference. Take action to make change

Start the journey
It can take years to build trust in a brand, but just moments to destroy it. If a crisis hits, or your businesses reputation is suffering through other circumstances, it’s important to have the practices and processes in place to rebuild. This will put less pressure on your business to take short-term measures that could negatively impact your brand, your culture and your bottom line.

Rebuild your reputation gradually through clarity of purpose, engagement and action, and create an experience worth your customers’ money and time. No more ‘fake news’, no more shady deals, no more hidden agendas. Show Australians why they should believe in you again and, before long, they will.

Please login with linkedin to comment

Ella Campbell landor

Latest News

Pinterest Announces New Tools, Features and Experiences For Users
  • Media

Pinterest Announces New Tools, Features and Experiences For Users

Pinterest has introduced a new suite of creator and Pinner products and experiences globally, as the platform continues to evolve to become home for the next generation of creators. At its second annual Pinterest Creators Festival, featuring Megan Thee Stallion and Storm Reid.  Pinterest creators Kerin Rose Gold, Wendy’s World, Henri Purnell, Carolina Gelen and […]

Digitas Creates Its Own Flavour With Data Driven Beer
  • Marketing
  • Media

Digitas Creates Its Own Flavour With Data Driven Beer

Agency Digitas ANZ has developed its own unique brew of beer, galvanizing the team to channel its expertise in data, technology, digital media and creative. The brainchild of senior creative at Digitas, Nick Duron – Digitas’ ‘Unicorn Punch’ comes in alcoholic and non-alcoholic varieties and was created as a means of making Australian and New […]

Afterpay’s New Study Shows How Next Gen Aussies Are Feeling About Post-Lockdown Life
  • Marketing

Afterpay’s New Study Shows How Next Gen Aussies Are Feeling About Post-Lockdown Life

As Australia prepares to hit its 70 per cent nationwide double vaccination milestone, a new study from Afterpay reveals how Gen Z and Millennials are ready to Press Play on their lives, after 9 in 10 (88 per cent) missed key life events through lockdowns. From hitting restaurants, cafés and pubs and jetting off overseas, […]

Come From Away Reopens In Sydney!
  • Media

Come From Away Reopens In Sydney!

Producers Rodney Rigby and Junkyard Dog Productions have announced that the worldwide smash hit, Tony and Olivier award-winning musical COME FROM AWAY, has reopened at the Capitol Theatre in Sydney. The pandemic led to all theatre shows closing curtains in Sydney, however, with vaccinations rates soaring and restrictions easing, the theatre is back and Sydney […]

Guardian Australia Launches Revealing Climate Change Podcast, Australia V The Climate
  • Media

Guardian Australia Launches Revealing Climate Change Podcast, Australia V The Climate

Former PMs, high-ranking politicians and climate experts blow the whistle on how Australia became an international climate change pariah in the new Guardian Australia podcast series, Australia v the climate. Guardian Australia will release a special investigative podcast series ahead of the Cop26 global climate summit, scrutinising Australia’s role in the climate crisis over more […]

Enero’s Q1 Revenues Soar 22.6%
  • Advertising
  • Marketing

Enero’s Q1 Revenues Soar 22.6%

B&T's unsure if Enero boasts Champagne clients on its books, but the corks should be popping on these bubbly numbers.

Vevo Launches New App On Fetch TV
  • Marketing
  • Media

Vevo Launches New App On Fetch TV

Music video network Vevo is for the groovers, the chanteuses, the karaoke kings and the hairbrush mime artists.

Media Chiefs Dissect 10’s Upfronts
  • Media

Media Chiefs Dissect 10’s Upfronts

Judging by this, media bosses liked what they saw from 10's Upfronts. They were ecstatic that Rove wasn't returning.

by B&T Magazine

B&T Magazine
Diversity, Tech And Influencers At The Heart Of Are Media’s TRENDtalks: Beauty
  • Media

Diversity, Tech And Influencers At The Heart Of Are Media’s TRENDtalks: Beauty

The beauty industry needs to reflect greater diversity both in front and behind the camera, as consumers increasingly align with brands that share their values, according to a panel of leading experts speaking at Are Media’s latest insight series TRENDtalks: Beauty. Hosted by leading Australian beauty expert and presenter Michael Brown, TRENDtalks: Beauty also highlighted […]

Podsights Report Finds iHeartPodcast Network Performs Above Global Measurement Benchmarks
  • Marketing
  • Media

Podsights Report Finds iHeartPodcast Network Performs Above Global Measurement Benchmarks

Findings from the latest Podsights Benchmark Australian Report shows ARN’s iHeartPodcast Network is a market leader in advertising effectiveness and continues to perform well above global benchmarks. Through its partnership with Podsights, ARN is setting the standard for podcast advertising measurement, providing commercial partners with data-led insights to ensure maximum engagement and conversion with iHeartPodcast […]

Microphone in front of the sound mixer and computers in broadcasting radio studio. New radio station studio.
  • Advertising

Metropolitan Commercial Radio Ad Revenue Up 12.7% In September

Advertising revenue for metropolitan commercial radio stations reached $53.149 million in September, reflecting a year on year rise of 12.7 per cent, according to data compiled by Milton Data and released by industry body Commercial Radio Australia (CRA). September quarter ad revenue totalled $151.373 million, up 16.1 per cent from the corresponding period a year […]

GAMURS Group Appoints Alex Walker To Lead Content Across Asia Pacific
  • Media
  • Technology

GAMURS Group Appoints Alex Walker To Lead Content Across Asia Pacific

GAMURS Group, the esports and entertainment media network that reaches more than 100 million passionate gamers globally per month, has announced the appointment of Alex Walker as its vice president of content for the Asia Pacific region. Walker joins GAMURS after more than six years at Allure Media and Nine’s Pedestrian Group, where he was […]