I always raise my eyebrows when clients say they are trustworthy. Mostly because its not something that you can define of your brand. Its one of those valued marketing nuggets that is under the full control of your consumer. It can’t be created, it has to be earned. You don’t tell your friends that you can be trusted, your actions prove this to them and they either know it or they don’t, especially new friends.
One of the most important factors in branding is allowing ourselves to be objective enough to ask this question of your consumers, rather than telling them. Its not an exercise for the weak-hearted, since it takes a firm commitment to hear things about your brand or product that you don’t want to. Often times we are so close to our brands we can’t be objective. But this isn’t doing the brand any favors.
You may know the background, the rationale and the circumstances that prevent the brand from delivering on the promise – all of which is totally and completely irrelevant to your consumer. So before you assume that your target trusts you, start with a blank page. Write your number one consumer complaint without and justifications or excuses and figure out what unique attribute your product can promise, that can bridge the gap. It can be the beginning of a beautiful friendship.
