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Brand Loyalty
Brand Building
Brand Strategy
Consumer Trust
Marketing Tips
ARTICLE #77
Brand Trust: Why is it important and how to build it?
Brand Loyalty
Brand Building
Brand Strategy
Consumer Trust
Marketing Tips
Written by:
4 min read
Updated on: August 8, 2024
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
How people feel about your business, products, and services as a whole has a direct impact on sales. If you build expectations without following through on promises, your customers will stop trusting you, which can affect sales and your reputation.
Consumers, especially Gen Z, are more selective with their purchases due to high prices and economic uncertainty. Before buying, they now look for high-quality products, trustworthy reviews, and better options. Brand loyalty is less common these days, and the race to win over consumers is intensified by challenger brands disrupting every industry.
With so many alternatives to choose from, rising to the top requires gaining brand trust. This involves creating the best quality products, being transparent about business practices, and aligning with the values of the audience. But it isn't easy to build brand trust because you will need a good strategy to promote more sales and generate revenue.
How people feel about your business, products, and services as a whole has a direct impact on sales. If you build expectations without following through on promises, your customers will stop trusting you, which can affect sales and your reputation.
Consumers, especially Gen Z, are more selective with their purchases due to high prices and economic uncertainty. Before buying, they now look for high-quality products, trustworthy reviews, and better options. Brand loyalty is less common these days, and the race to win over consumers is intensified by challenger brands disrupting every industry.
With so many alternatives to choose from, rising to the top requires gaining brand trust. This involves creating the best quality products, being transparent about business practices, and aligning with the values of the audience. But it isn't easy to build brand trust because you will need a good strategy to promote more sales and generate revenue.
How people feel about your business, products, and services as a whole has a direct impact on sales. If you build expectations without following through on promises, your customers will stop trusting you, which can affect sales and your reputation.
Consumers, especially Gen Z, are more selective with their purchases due to high prices and economic uncertainty. Before buying, they now look for high-quality products, trustworthy reviews, and better options. Brand loyalty is less common these days, and the race to win over consumers is intensified by challenger brands disrupting every industry.
With so many alternatives to choose from, rising to the top requires gaining brand trust. This involves creating the best quality products, being transparent about business practices, and aligning with the values of the audience. But it isn't easy to build brand trust because you will need a good strategy to promote more sales and generate revenue.
What is brand trust?
What is brand trust?
What is brand trust?
Brand trust means how much trust and confidence consumers have in your brand or business. It is the first step in building brand loyalty, which helps first-time customers become customers for a lifetime.
It also measures how much consumers perceive they can rely on your brand to fulfil its promises. Those promises can be brand values, missions, quality of products and services, supply chain transparency, honesty of advertising claims, your behaviour with employees and manufacturers, and customer service practices.
Brand trust means how much trust and confidence consumers have in your brand or business. It is the first step in building brand loyalty, which helps first-time customers become customers for a lifetime.
It also measures how much consumers perceive they can rely on your brand to fulfil its promises. Those promises can be brand values, missions, quality of products and services, supply chain transparency, honesty of advertising claims, your behaviour with employees and manufacturers, and customer service practices.
Brand trust means how much trust and confidence consumers have in your brand or business. It is the first step in building brand loyalty, which helps first-time customers become customers for a lifetime.
It also measures how much consumers perceive they can rely on your brand to fulfil its promises. Those promises can be brand values, missions, quality of products and services, supply chain transparency, honesty of advertising claims, your behaviour with employees and manufacturers, and customer service practices.
Why is it important to build brand trust?
Customers who trust a brand are more likely to make repeat purchases, recommend the brand to others, and defend it against criticism. Without brand trust, you won't have any customers, which will disrupt your business or brand.
Brings more sales
The major reason businesses invest in improving brand trust is increased brand awareness, leading to more sales and higher profits. The bigger the brand trust, the more likely customers are to buy.
Reports state that 81% of consumers worldwide said they need to trust a brand before buying from it. Reviews and testimonials also directly impact buying decisions and drive customers back to your brand. Once this trust is established, you can earn more sales from your loyal customers.
Increases customer retention
Increased brand trust sets the foundation for customer retention. Research shows that 65% of consumers have switched brand loyalties because the customer experience didn't live up to the brand's promised image. Reports also highlight that 53% of consumers stopped or decreased their spending after a recent bad experience with a brand, causing the risk of losing 9.5% in revenue.
Builds customer advocacy
The biggest sign that people trust your brand is when they advocate for it. This word-of-mouth marketing is one of the best marketing practices to build trust and drive more sales. If people trust your brand, it will easily differentiate it from competitors, attract new customers, and create valuable opportunities for future collaborations.
Customers who trust a brand are more likely to make repeat purchases, recommend the brand to others, and defend it against criticism. Without brand trust, you won't have any customers, which will disrupt your business or brand.
Brings more sales
The major reason businesses invest in improving brand trust is increased brand awareness, leading to more sales and higher profits. The bigger the brand trust, the more likely customers are to buy.
Reports state that 81% of consumers worldwide said they need to trust a brand before buying from it. Reviews and testimonials also directly impact buying decisions and drive customers back to your brand. Once this trust is established, you can earn more sales from your loyal customers.
Increases customer retention
Increased brand trust sets the foundation for customer retention. Research shows that 65% of consumers have switched brand loyalties because the customer experience didn't live up to the brand's promised image. Reports also highlight that 53% of consumers stopped or decreased their spending after a recent bad experience with a brand, causing the risk of losing 9.5% in revenue.
Builds customer advocacy
The biggest sign that people trust your brand is when they advocate for it. This word-of-mouth marketing is one of the best marketing practices to build trust and drive more sales. If people trust your brand, it will easily differentiate it from competitors, attract new customers, and create valuable opportunities for future collaborations.
Customers who trust a brand are more likely to make repeat purchases, recommend the brand to others, and defend it against criticism. Without brand trust, you won't have any customers, which will disrupt your business or brand.
Brings more sales
The major reason businesses invest in improving brand trust is increased brand awareness, leading to more sales and higher profits. The bigger the brand trust, the more likely customers are to buy.
Reports state that 81% of consumers worldwide said they need to trust a brand before buying from it. Reviews and testimonials also directly impact buying decisions and drive customers back to your brand. Once this trust is established, you can earn more sales from your loyal customers.
Increases customer retention
Increased brand trust sets the foundation for customer retention. Research shows that 65% of consumers have switched brand loyalties because the customer experience didn't live up to the brand's promised image. Reports also highlight that 53% of consumers stopped or decreased their spending after a recent bad experience with a brand, causing the risk of losing 9.5% in revenue.
Builds customer advocacy
The biggest sign that people trust your brand is when they advocate for it. This word-of-mouth marketing is one of the best marketing practices to build trust and drive more sales. If people trust your brand, it will easily differentiate it from competitors, attract new customers, and create valuable opportunities for future collaborations.
How to build brand trust?
Though it's easy to understand what brand trust is, building it is a bit more complicated. This complexity is more common on social media because consumers there openly demand from brands. Here is how you can build brand trust.
Define your brand's mission
Every business has different goals, but generally, they want to increase sales, maintain loyalty, gain positive feedback, and increase referrals. Before you build brand trust, you should clearly define the mission of your brand. By understanding the mission, customers will get an idea about your values.
Determine what your business does and how to align your values with your mission. These values can be sustainability and corporate responsibility. The mission will depend on the types of products you sell. For example, an electric vehicle manufacturer would likely have a mission to reduce carbon emissions.
Set expectations for customers
Your customers must be aware of what to expect from your brand and its products. It's your responsibility to set those expectations, and you can start by creating a website.
For example, whether you sell services or products, you will have a page dedicated to them on your website describing those products or services and highlighting why they should choose you. If those expectations are not met, your customer service will be destroyed because you set the wrong expectations.
Though you can set any expectations you want, your goal should be realistic and help customers learn to trust your brand. If you are setting expectations, it means you understand your audience and make promises accordingly.
Use social media in your customer care strategy
In today's customer journey, social media is quickly becoming the epicentre of care. Stats show that 51% of customers think the most memorable thing a brand can do is respond to them on social media.
You can build trust if you are actively engaged with your audience, acknowledge positive and negative feedback, and address concerns on time. You can set your brand apart by putting social customer service and care at the center of your customer experience strategy.
Collaborate with the right influencers
Almost half of marketers rely on influencer marketing to increase brand authenticity and trust. Influencer marketing has a great impact on increasing brand reputation. You can collaborate with influencers who are seen as trustworthy to build your brand trust. However, it is important that the influencers should be compatible with your brand values and target audience.
Maintain consistency in brand communication
You should maintain consistency in your brand messaging to help customers understand your brand's values so they understand what to expect. With inconsistent messaging, you will show that you are not fulfilling your promises.
Transparent and honest communication allows your audience to see the inner workings of your brand, products, and services, which helps build a credible reputation.
Though it's easy to understand what brand trust is, building it is a bit more complicated. This complexity is more common on social media because consumers there openly demand from brands. Here is how you can build brand trust.
Define your brand's mission
Every business has different goals, but generally, they want to increase sales, maintain loyalty, gain positive feedback, and increase referrals. Before you build brand trust, you should clearly define the mission of your brand. By understanding the mission, customers will get an idea about your values.
Determine what your business does and how to align your values with your mission. These values can be sustainability and corporate responsibility. The mission will depend on the types of products you sell. For example, an electric vehicle manufacturer would likely have a mission to reduce carbon emissions.
Set expectations for customers
Your customers must be aware of what to expect from your brand and its products. It's your responsibility to set those expectations, and you can start by creating a website.
For example, whether you sell services or products, you will have a page dedicated to them on your website describing those products or services and highlighting why they should choose you. If those expectations are not met, your customer service will be destroyed because you set the wrong expectations.
Though you can set any expectations you want, your goal should be realistic and help customers learn to trust your brand. If you are setting expectations, it means you understand your audience and make promises accordingly.
Use social media in your customer care strategy
In today's customer journey, social media is quickly becoming the epicentre of care. Stats show that 51% of customers think the most memorable thing a brand can do is respond to them on social media.
You can build trust if you are actively engaged with your audience, acknowledge positive and negative feedback, and address concerns on time. You can set your brand apart by putting social customer service and care at the center of your customer experience strategy.
Collaborate with the right influencers
Almost half of marketers rely on influencer marketing to increase brand authenticity and trust. Influencer marketing has a great impact on increasing brand reputation. You can collaborate with influencers who are seen as trustworthy to build your brand trust. However, it is important that the influencers should be compatible with your brand values and target audience.
Maintain consistency in brand communication
You should maintain consistency in your brand messaging to help customers understand your brand's values so they understand what to expect. With inconsistent messaging, you will show that you are not fulfilling your promises.
Transparent and honest communication allows your audience to see the inner workings of your brand, products, and services, which helps build a credible reputation.
Though it's easy to understand what brand trust is, building it is a bit more complicated. This complexity is more common on social media because consumers there openly demand from brands. Here is how you can build brand trust.
Define your brand's mission
Every business has different goals, but generally, they want to increase sales, maintain loyalty, gain positive feedback, and increase referrals. Before you build brand trust, you should clearly define the mission of your brand. By understanding the mission, customers will get an idea about your values.
Determine what your business does and how to align your values with your mission. These values can be sustainability and corporate responsibility. The mission will depend on the types of products you sell. For example, an electric vehicle manufacturer would likely have a mission to reduce carbon emissions.
Set expectations for customers
Your customers must be aware of what to expect from your brand and its products. It's your responsibility to set those expectations, and you can start by creating a website.
For example, whether you sell services or products, you will have a page dedicated to them on your website describing those products or services and highlighting why they should choose you. If those expectations are not met, your customer service will be destroyed because you set the wrong expectations.
Though you can set any expectations you want, your goal should be realistic and help customers learn to trust your brand. If you are setting expectations, it means you understand your audience and make promises accordingly.
Use social media in your customer care strategy
In today's customer journey, social media is quickly becoming the epicentre of care. Stats show that 51% of customers think the most memorable thing a brand can do is respond to them on social media.
You can build trust if you are actively engaged with your audience, acknowledge positive and negative feedback, and address concerns on time. You can set your brand apart by putting social customer service and care at the center of your customer experience strategy.
Collaborate with the right influencers
Almost half of marketers rely on influencer marketing to increase brand authenticity and trust. Influencer marketing has a great impact on increasing brand reputation. You can collaborate with influencers who are seen as trustworthy to build your brand trust. However, it is important that the influencers should be compatible with your brand values and target audience.
Maintain consistency in brand communication
You should maintain consistency in your brand messaging to help customers understand your brand's values so they understand what to expect. With inconsistent messaging, you will show that you are not fulfilling your promises.
Transparent and honest communication allows your audience to see the inner workings of your brand, products, and services, which helps build a credible reputation.
How to measure brand trust?
When building brand trust, you should find ways to constantly improve by measuring and monitoring progress through some strategy that allows you to learn how customers feel about your brand. Here are a few KPIs you can use to benchmark your current rate of brand trust.
Sentiment analysis
It is the process of retrieving information about customers' perceptions of a product, service, or brand. You can use tools to monitor online conversations and sentiments to understand brand trust trends and shifts.
Assess engagement metrics
Assess engagement metrics by viewing comments, likes, and shares to get insights into how well a brand is resonating with its community on social media. Positive engagement means people trust in your brand, while negative or low engagement means you need to make some improvements.
Customer reviews and ratings on websites and social media platforms help marketers track brand trust. These reviews also help refine product development and user experience.
Net Promotor Score
You can also collect data directly from customers through polls, surveys, and feedback forms to get an idea about customer perceptions of your brand. Gain insights into Net Promotor Score to measure customer experience and brand image. Other ways include measuring customer retention, referrals, and lifetime value.
When building brand trust, you should find ways to constantly improve by measuring and monitoring progress through some strategy that allows you to learn how customers feel about your brand. Here are a few KPIs you can use to benchmark your current rate of brand trust.
Sentiment analysis
It is the process of retrieving information about customers' perceptions of a product, service, or brand. You can use tools to monitor online conversations and sentiments to understand brand trust trends and shifts.
Assess engagement metrics
Assess engagement metrics by viewing comments, likes, and shares to get insights into how well a brand is resonating with its community on social media. Positive engagement means people trust in your brand, while negative or low engagement means you need to make some improvements.
Customer reviews and ratings on websites and social media platforms help marketers track brand trust. These reviews also help refine product development and user experience.
Net Promotor Score
You can also collect data directly from customers through polls, surveys, and feedback forms to get an idea about customer perceptions of your brand. Gain insights into Net Promotor Score to measure customer experience and brand image. Other ways include measuring customer retention, referrals, and lifetime value.
When building brand trust, you should find ways to constantly improve by measuring and monitoring progress through some strategy that allows you to learn how customers feel about your brand. Here are a few KPIs you can use to benchmark your current rate of brand trust.
Sentiment analysis
It is the process of retrieving information about customers' perceptions of a product, service, or brand. You can use tools to monitor online conversations and sentiments to understand brand trust trends and shifts.
Assess engagement metrics
Assess engagement metrics by viewing comments, likes, and shares to get insights into how well a brand is resonating with its community on social media. Positive engagement means people trust in your brand, while negative or low engagement means you need to make some improvements.
Customer reviews and ratings on websites and social media platforms help marketers track brand trust. These reviews also help refine product development and user experience.
Net Promotor Score
You can also collect data directly from customers through polls, surveys, and feedback forms to get an idea about customer perceptions of your brand. Gain insights into Net Promotor Score to measure customer experience and brand image. Other ways include measuring customer retention, referrals, and lifetime value.
Frequently Asked Questions
What makes customers trust a brand?
The quality of products and services a brand provides builds trust among customers. Other factors, such as third-party positive reviews, customer service, quality, and speed, also play a major role in building brand trust.
How do you build brand loyalty and trust?
If you maintain excellent customer service, you can easily build brand loyalty. You should try all possible ways to improve how you listen and resolve customer issues in a professional way.
What are the three stages of brand loyalty?
The three stages of brand loyalty include brand recognition, brand preference, and brand insistence.
Final Thoughts
Brand trust is not just a metric to determine whether customers had a good experience with your brand. You can use it to grow your business. The way you treat your customers is a big part of brand trust, and you can improve your business by treating them well. You can achieve success with consistency, lifting up the role of customer care, using social listening, and humanising your brand, whether with influencers, people, or AI.
Frequently Asked Questions
What makes customers trust a brand?
The quality of products and services a brand provides builds trust among customers. Other factors, such as third-party positive reviews, customer service, quality, and speed, also play a major role in building brand trust.
How do you build brand loyalty and trust?
If you maintain excellent customer service, you can easily build brand loyalty. You should try all possible ways to improve how you listen and resolve customer issues in a professional way.
What are the three stages of brand loyalty?
The three stages of brand loyalty include brand recognition, brand preference, and brand insistence.
Final Thoughts
Brand trust is not just a metric to determine whether customers had a good experience with your brand. You can use it to grow your business. The way you treat your customers is a big part of brand trust, and you can improve your business by treating them well. You can achieve success with consistency, lifting up the role of customer care, using social listening, and humanising your brand, whether with influencers, people, or AI.
Frequently Asked Questions
What makes customers trust a brand?
The quality of products and services a brand provides builds trust among customers. Other factors, such as third-party positive reviews, customer service, quality, and speed, also play a major role in building brand trust.
How do you build brand loyalty and trust?
If you maintain excellent customer service, you can easily build brand loyalty. You should try all possible ways to improve how you listen and resolve customer issues in a professional way.
What are the three stages of brand loyalty?
The three stages of brand loyalty include brand recognition, brand preference, and brand insistence.
Final Thoughts
Brand trust is not just a metric to determine whether customers had a good experience with your brand. You can use it to grow your business. The way you treat your customers is a big part of brand trust, and you can improve your business by treating them well. You can achieve success with consistency, lifting up the role of customer care, using social listening, and humanising your brand, whether with influencers, people, or AI.
ARTICLE #77
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