Book a Call
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
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
Ever notice how a customer’s gut feeling about your products or services can make or break your entire business? If you promise the moon but deliver far less, that shaky trust can send your sales—and your reputation—straight downhill.
Today, people (especially Gen Z) are more careful before hitting “buy,” thanks to rising costs and economic uncertainties. They won’t pledge loyalty to a single brand without good reason, particularly when there are dozens of challenger brands tempting them with fresh offers.
That’s the climate you are up against: consumers sorting through product reviews, hunting for genuine quality, and picking from a sea of alternatives. Winning them over means taking brand trust seriously. It’s about producing top-tier products, staying transparent about how you operate, and reflecting the values your audience holds dear. Not exactly a breeze, is it? But with the right strategy and genuine follow-through, you can build a reputation that boosts both sales and long-term loyalty.
Ever notice how a customer’s gut feeling about your products or services can make or break your entire business? If you promise the moon but deliver far less, that shaky trust can send your sales—and your reputation—straight downhill.
Today, people (especially Gen Z) are more careful before hitting “buy,” thanks to rising costs and economic uncertainties. They won’t pledge loyalty to a single brand without good reason, particularly when there are dozens of challenger brands tempting them with fresh offers.
That’s the climate you are up against: consumers sorting through product reviews, hunting for genuine quality, and picking from a sea of alternatives. Winning them over means taking brand trust seriously. It’s about producing top-tier products, staying transparent about how you operate, and reflecting the values your audience holds dear. Not exactly a breeze, is it? But with the right strategy and genuine follow-through, you can build a reputation that boosts both sales and long-term loyalty.
What is brand trust?
What is brand trust?
Brand trust is how confident people feel about your brand’s ability to do what it promises. That might include the excellence of your product, how transparent your supply chain is, the honesty of your marketing, or the way you treat customers (and your team). Once people believe you’ll meet—or exceed—the expectations you set, they’re far more likely to buy and keep coming back.
Consider it a stepping stone to brand loyalty: if they trust you once, they’re more likely to trust you again. That consistency can transform first-time customers into long-term supporters who happily spread the word about your brand.
Brand trust is how confident people feel about your brand’s ability to do what it promises. That might include the excellence of your product, how transparent your supply chain is, the honesty of your marketing, or the way you treat customers (and your team). Once people believe you’ll meet—or exceed—the expectations you set, they’re far more likely to buy and keep coming back.
Consider it a stepping stone to brand loyalty: if they trust you once, they’re more likely to trust you again. That consistency can transform first-time customers into long-term supporters who happily spread the word about your brand.
Why is it important to build brand trust?
When customers genuinely trust your brand, they’re not just more likely to come back—they’ll also spread the word and defend you when it counts. Lose that trust, and you risk losing the heartbeat of your entire operation.
1. More sales, more profit
Research points out that 81% of customers worldwide prefer to buy from a brand they feel they can depend on. In practical terms, that means a trustworthy image can lead to a healthier bottom line. When reviews and testimonials back up your claims, new buyers are likely to feel good about giving you a shot. If everything goes smoothly, those new fans turn into loyal regulars.
2. Customer retention
People who already trust your brand won’t feel tempted to ditch you for the next shiny product that appears in their feed. Yet brands can lose that trust in a blink if they don’t live up to their advertised promises. In fact, studies show that 53% of customers have cut back or entirely stopped purchasing from a brand after a poor experience. Earning trust once is just the start—maintaining it is what keeps your customers sticking around.
3. Customer advocacy
When folks trust you, they talk you up—to friends, on social media, even in random conversations at the café. That word-of-mouth marketing can be worth its weight in gold. If you are consistently trustworthy, you are likely to stand out from the competition and attract a wave of new customers eager to see what you are about.
When customers genuinely trust your brand, they’re not just more likely to come back—they’ll also spread the word and defend you when it counts. Lose that trust, and you risk losing the heartbeat of your entire operation.
1. More sales, more profit
Research points out that 81% of customers worldwide prefer to buy from a brand they feel they can depend on. In practical terms, that means a trustworthy image can lead to a healthier bottom line. When reviews and testimonials back up your claims, new buyers are likely to feel good about giving you a shot. If everything goes smoothly, those new fans turn into loyal regulars.
2. Customer retention
People who already trust your brand won’t feel tempted to ditch you for the next shiny product that appears in their feed. Yet brands can lose that trust in a blink if they don’t live up to their advertised promises. In fact, studies show that 53% of customers have cut back or entirely stopped purchasing from a brand after a poor experience. Earning trust once is just the start—maintaining it is what keeps your customers sticking around.
3. Customer advocacy
When folks trust you, they talk you up—to friends, on social media, even in random conversations at the café. That word-of-mouth marketing can be worth its weight in gold. If you are consistently trustworthy, you are likely to stand out from the competition and attract a wave of new customers eager to see what you are about.
How to build brand trust?
Carving out trust in a competitive market can feel like chasing a moving target—especially on social media, where consumers openly call out brands and demand immediate responses. Here are some marketing tips to keep your brand’s reliability front and centre:
1. Define your brand's mission
Start by outlining why your brand exists in the first place. Is your mission grounded in cutting carbon emissions? Offering cruelty-free products? Supporting local artisans? Whatever your core values, make them public and keep them at the heart of every decision. This clarity helps people connect with your brand on a deeper level, giving them a reason to trust you beyond a single purchase.
2. Set customer expectations—then meet them
Whether you are selling software or sneakers, your website and product pages should clearly spell out what customers can expect—be it features, benefits, or timelines. If you hype up next-day shipping but fail to deliver, that mismatch erodes confidence faster than you might think. Keep expectations realistic and grounded in what your brand can actually offer.
3. Use social media for customer support
Social platforms have become the modern hub for resolving complaints, answering questions, and sharing updates. An active, responsive presence on social channels shows you care about consumer trust in real-time. The key is to be honest—acknowledge both praise and concerns and do your best to address problems quickly.
4. Collaborate with the right influencers
Influencer marketing is a go-to strategy for building credibility. Yet not all influencers will suit your brand. Search for creators whose style, values, and audience align with yours. Genuine enthusiasm from the right influencer can be a massive win, boosting brand reputation and generating positive chatter about your products.
5. Maintain consistency in brand communication
People tend to get confused when a brand’s tone, ethics, or product descriptions vary wildly from platform to platform. Pick your brand’s voice and values, then stick with them. Consistency is a subtle but powerful signal that you are the same trustworthy organisation wherever customers find you.
Carving out trust in a competitive market can feel like chasing a moving target—especially on social media, where consumers openly call out brands and demand immediate responses. Here are some marketing tips to keep your brand’s reliability front and centre:
1. Define your brand's mission
Start by outlining why your brand exists in the first place. Is your mission grounded in cutting carbon emissions? Offering cruelty-free products? Supporting local artisans? Whatever your core values, make them public and keep them at the heart of every decision. This clarity helps people connect with your brand on a deeper level, giving them a reason to trust you beyond a single purchase.
2. Set customer expectations—then meet them
Whether you are selling software or sneakers, your website and product pages should clearly spell out what customers can expect—be it features, benefits, or timelines. If you hype up next-day shipping but fail to deliver, that mismatch erodes confidence faster than you might think. Keep expectations realistic and grounded in what your brand can actually offer.
3. Use social media for customer support
Social platforms have become the modern hub for resolving complaints, answering questions, and sharing updates. An active, responsive presence on social channels shows you care about consumer trust in real-time. The key is to be honest—acknowledge both praise and concerns and do your best to address problems quickly.
4. Collaborate with the right influencers
Influencer marketing is a go-to strategy for building credibility. Yet not all influencers will suit your brand. Search for creators whose style, values, and audience align with yours. Genuine enthusiasm from the right influencer can be a massive win, boosting brand reputation and generating positive chatter about your products.
5. Maintain consistency in brand communication
People tend to get confused when a brand’s tone, ethics, or product descriptions vary wildly from platform to platform. Pick your brand’s voice and values, then stick with them. Consistency is a subtle but powerful signal that you are the same trustworthy organisation wherever customers find you.
How to measure brand trust?
Building trust isn’t a one-and-done project—it calls for ongoing monitoring and improvement. Luckily, there are a few ways to gauge how people feel about you:
Sentiment analysis
Use online tools to track what people are saying about your brand in comments, reviews, or social mentions. This helps you see if public perception is leaning positively or souring.
Engagement metrics
Likes, comments, and shares on social media are more than vanity numbers. They’re windows into how genuinely people connect with your content. Consistent, enthusiastic engagement often points to a higher level of trust.
Customer reviews and ratings
Keep an eye on reviews from official retail sites or third-party platforms. Trends in feedback can help you decide what’s working and where you should improve. Take negative feedback as a learning opportunity and respond professionally.
Net Promoter Score (NPS)
Poll your customers directly—through surveys, polls, or feedback forms—and ask if they’d recommend your brand to a friend. A strong NPS indicates high confidence in your brand’s performance, while a dip might signal you need to adjust your approach.
Building trust isn’t a one-and-done project—it calls for ongoing monitoring and improvement. Luckily, there are a few ways to gauge how people feel about you:
Sentiment analysis
Use online tools to track what people are saying about your brand in comments, reviews, or social mentions. This helps you see if public perception is leaning positively or souring.
Engagement metrics
Likes, comments, and shares on social media are more than vanity numbers. They’re windows into how genuinely people connect with your content. Consistent, enthusiastic engagement often points to a higher level of trust.
Customer reviews and ratings
Keep an eye on reviews from official retail sites or third-party platforms. Trends in feedback can help you decide what’s working and where you should improve. Take negative feedback as a learning opportunity and respond professionally.
Net Promoter Score (NPS)
Poll your customers directly—through surveys, polls, or feedback forms—and ask if they’d recommend your brand to a friend. A strong NPS indicates high confidence in your brand’s performance, while a dip might signal you need to adjust your approach.
Frequently Asked Questions
What makes customers trust a brand?
High-quality offerings and honest communication are key. Independent reviews, excellent support, and speedy resolutions also go a long way in showing you are genuine.
How do you build brand loyalty and trust?
Provide stellar customer service. Listen intently, solve issues promptly, and treat every buyer like a priority. Over time, consistent positive experiences lead to loyalty.
What are the three stages of brand loyalty?
Experts often talk about brand recognition (people know who you are), brand preference (they’d pick you over a rival), and brand insistence (they won’t buy from anyone else).
Final Thoughts
Brand trust isn’t some checkbox you tick on a customer-satisfaction survey—it’s the fuel that drives real, lasting growth. When you treat people right, consistently show up for them, and keep your brand human (whether that’s through influencers, real-life reps, or a clever AI assistant), you prove you are in this for the long haul. It’s straightforward: if customers believe in you, they’ll stick around and even spread the word.
So aim higher than just meeting expectations—be the brand they’re proud to tell their friends about. That’s when brand trust becomes your biggest competitive edge.
Frequently Asked Questions
What makes customers trust a brand?
High-quality offerings and honest communication are key. Independent reviews, excellent support, and speedy resolutions also go a long way in showing you are genuine.
How do you build brand loyalty and trust?
Provide stellar customer service. Listen intently, solve issues promptly, and treat every buyer like a priority. Over time, consistent positive experiences lead to loyalty.
What are the three stages of brand loyalty?
Experts often talk about brand recognition (people know who you are), brand preference (they’d pick you over a rival), and brand insistence (they won’t buy from anyone else).
Final Thoughts
Brand trust isn’t some checkbox you tick on a customer-satisfaction survey—it’s the fuel that drives real, lasting growth. When you treat people right, consistently show up for them, and keep your brand human (whether that’s through influencers, real-life reps, or a clever AI assistant), you prove you are in this for the long haul. It’s straightforward: if customers believe in you, they’ll stick around and even spread the word.
So aim higher than just meeting expectations—be the brand they’re proud to tell their friends about. That’s when brand trust becomes your biggest competitive edge.
More news
Work with us
Click to copy
work@for.co
FOR® Industries
- FOR® Brand. FOR® Future.
We’re remote-first — with strategic global hubs
Click to copy
Helsinki, FIN
info@for.fi
Click to copy
New York, NY
ny@for.co
Click to copy
Miami, FL
mia@for.co
Click to copy
Dubai, UAE
uae@for.co
Click to copy
Kyiv, UA
kyiv@for.co
Click to copy
Lagos, NG
lagos@for.ng
Copyright © 2024 FOR®
Work with us
Click to copy
work@for.co
FOR® Industries
We’re remote-first — with strategic global hubs
Click to copy
Helsinki, FIN
hel@for.co
Click to copy
New York, NY
ny@for.co
Click to copy
Miami, FL
mia@for.co
Click to copy
Dubai, UAE
uae@for.co
Click to copy
Kyiv, UA
kyiv@for.co
Click to copy
Lagos, NG
lagos@for.ng
Copyright © 2024 FOR®