Building trust in your brand and why it matters

Trust. It seems to be in short supply right now.

I was knee-deep in research this week when I stumbled across global communications giant Edelman’s annual Trust Barometer. They’ve been publishing the research every year since 2000.

The latest report reveals that; “People now fear for their economic future without a trust safety net. Only 40% of respondents say they and their families will be better off in five years, a 10-point decline from 2022.”

Wow. It’s no wonder. Trust in many of our institutions is in freefall. Interest rates keep rising with limited effect, as consumers question whether the Bank of England’s strategy for controlling inflation is working.

Beyond economics, last week alone we had stories of crumbling schools and the failings of the UKs justice system was put under fresh scrutiny as a terror suspect escaped from a seemingly understaffed prison.

Effective communication is a cornerstone of building trust - in business, institutions and brands. Trust is essential because it forms the basis of strong relationships, whether with customers, employees, partners, or other stakeholders. So in a world where we are increasingly distrustful how can we use communications more effectively to build trust in our organisations?

1. Transparency: Communicate openly and honestly. Transparency about your company's operations, goals, and challenges can reassure stakeholders that you have nothing to hide. Be forthright about both successes and setbacks.

2. Consistency: Consistency in your messaging and actions helps build credibility. When your words and deeds align, it demonstrates reliability and trustworthiness.

3. Active Listening: Actively listening to the concerns, feedback, and suggestions of your customers, employees, and partners shows that you value their input. When people feel heard, they are more likely to trust that their interests are being considered.

4. Clear Communication: Use clear, concise language. Avoid jargon that might confuse or alienate your audience. Make sure your messages are easily understood by all stakeholders.

5. Meet Expectations: Be sure to meet or exceed the expectations you set through your communications. Overpromising and underdelivering erode trust. If you promise something, follow through on it.

6. Timeliness: Respond to inquiries, emails, and concerns promptly. Timely communication shows respect for people's time and demonstrates your commitment to addressing issues as they arise.

7. Authenticity: Be authentic in your communications. People can often sense when someone is being insincere. Authenticity helps you connect on a deeper level with your audience.

8. Empathy: Show empathy towards the concerns and needs of others. Understand their perspectives and show that you care about their well-being.

9. Admit Mistakes: No one is perfect, and mistakes happen. When they do, admit them openly, take responsibility and communicate your plan for rectifying the situation. This can actually enhance trust by showing that you are accountable.

10. Consistent Brand Messaging: Ensure that your brand message is consistent across all channels and interactions. Inconsistencies can confuse and erode trust.

11. Security and Privacy: If your business deals with sensitive data, communicate clearly about how you protect customer and partner information. Privacy and security breaches can severely damage trust.

12. Employee Communication: Communicate with your employees regularly and honestly. When your workforce is well-informed, they can become strong advocates for your company.

13. Customer Service: Exceptional customer service is a powerful trust-building tool. Train your staff to handle inquiries, complaints, and requests with professionalism and a customer-centric mindset.

14. Feedback Loops: Establish feedback mechanisms that allow customers, employees, and partners to provide input and express concerns. Act on this feedback to demonstrate your commitment to improvement.

15. Long-term Relationships: Focus on building long-term relationships rather than pursuing short-term gains. Trust often grows over time as people experience consistent, reliable interactions.

16. Crisis Communication: In times of crisis or challenging situations, communicate transparently, promptly, and responsibly. How you handle adversity can impact trust even more than how you handle success.

Trust is built through consistent, honest, and empathetic communication. When stakeholders believe that you are open, reliable, and genuinely care about their interests, they are more likely to trust your brand and form lasting relationships with your company.

To find out how McBryde & Co can help your organisation communicate more effectively, get in touch with rachel@mcbrydeandco.com