Build trust: stop advertising and start engaging with your customers today !
Voice defines the most impactful communication strategies and content for your brand or business. In order for you to be relevantly present where your audience is.
This will create long-term brand loyalty and form the basis of a consumer-brand relationship turning your customers into brand ambassadors.
Trust is the cement of society
What holds our society together ? Trust. It is the cement of society. Trust is fundamental to our social lives. It seals relationships by allowing people to live and work together.
Trust is hard to define, but we do know when it’s lost. When that happens, we withdraw our energy and level of engagement. On the positive side, trust makes people feel eager to be part of a relationship. With an individual, a brand or an organization. A shared purpose and a willingness to depend on each other are the key elements to build a trust relationship. Our lives simply wouldn’t work without it.
The age of distrust
People today have ‘’trust issues’’ regarding all major organizations. Overall trust in government, media and business is at an all-time low.
We live in a post-truth world. Fake news infiltrates the media daily. Never before has the general public been so sceptical of absolutely everything. Let alone marketing and advertising.
In this era of fake news, high scepticism and low confidence, marketers and brands face perhaps one of their greatest challenge to date: trust.
Before, CEO’s were trusted voices in business, doctors were trusted with health decisions and consumers trusted marketers to tell them what to purchase. These times are gone. Today trust must be earned. And this constitutes a great opportunity for brands and organizations to take the lead if they are able to build trust with their customers or stakeholders.
“To earn trust, money and power aren’t enough; you have to show some concern for others. You can’t buy trust in the supermarket." The Dalai Lama
Trust is the new marketing currency
Steve Jobs famously proclaimed: “A brand is simply trust”.
Meaning that trust and relationships, much more than money, are the currency of business.
Trying to push products on customers doesn't work the way it used to, and very few people consider marketers and salespeople trustworthy.
This means that brands and organizations need to spend far more time building trust and far less time just pushing products or services. Trust, not exposure, is the currency of today. And when your brand can make a genuine truthful connection with the customer/citizen, then an incredible thing happens: it creates brand loyalty and this connection provides the basis of a consumer-brand relationship and turns customers into brand ambassadors.
‘’Once you have trust, the rest is easy.’’ Jack Ma, CEO of Alibaba
Voice. We are trust builders
In a world where the average consumer is bombarded like never before with advertising messages and is using more and more platforms and media to get informed and interact, it takes a smart transmedia approach to get the customer’s/citizen’s attention and trust.