Feb 9, 2013

Brand Trust: Stop horsing around…

written by Anya Amrith
Aspurian Digital: Brand Trust: Stop Horsing Around...

Horse gags aside, the news and media have been rife of late with examples of why brand trust is imperative to everyday consumers. Whether it be the revelation of horse meat in Tesco burgers, Lance Armstrongs’ decision to LiveWrong rather than LiveStrong, or the national treasure that is the BBC failing with the Jimmy Savile scandal.

When it comes to where we choose to put our trust, support and ultimately our hard earned money, whilst price may be an ever-increasing priority given our economy, I’d hope you join me in agreeing that honesty, reliability and provenance are still paramount.

Today’s most trustworthy brands have created and cemented relationships with consumers through experiences that trigger a visceral response and by being open and accountable. They have the personal touch, inspire us, empathise…

Jim Stengel, former global marketing officer of Procter & Gamble agrees, “We’re seeing more of an emphasis on brands building emotional relationships with consumers because it’s powerful and it works…”
“…When you do it, you have a much stronger affinity, a much stronger business, much stronger growth and much stronger results.”

The Brands we think nail it…

Innovate & inspire – Apple have the public and press alike, eagerly and breathlessly awaiting every new product release. They are simply unrivalled at this. We trust the smart, seamless design, that it’ll enhance our lives in some way, and what’s more we will love it! Apple shows us, it doesn’t tell us. Their stores have empathetic staff, open light spaces, demonstrations; they sell an experience and want to inspire consumers. Even down to staff members being armed with hand-held scanners, saving people time standing in a queue. Apple just understand what we want. When you’re innovative, consumers are more trusting, as we tend to associate innovation with expertise.

Motivate – Nike taught us to ‘just do it.’ On their website, Nike declares its mission to “bring inspiration and innovation to every athlete in the world,” adding, “if you have a body, you’re an athlete.” Wow, I am pumped up already. Nike’s constant product development combined with their aspirational messages, create mainstream appeal worldwide. Nikes co-founder, Phil Knight is still very much involved with the brand. The reins haven’t been passed over multiple times and that sort of ethos creates trust. Nike produced televised ads like ‘Find your greatness; the jogger’ – if you haven’t seen it, I suggest you check out! Not only that, to see why Nike just generally nail it, check out their 2013 we will makeitcount video and you’ll know what we mean!https://www.youtube.com/user/nike?feature=watch

Reliability & Transparency – Amazon have nailed the personal touch by becoming the go to, one stop shop for just about everything and anything; giving consumers 24/7 access to millions of products. The customer journey is seamless, boasting concise search and browse technology, in-depth product description and customer reviews; capped off with low prices, free delivery and fast shipping! It wouldn’t be far from the truth to say we rely on Amazon to have everything we are looking for, and with the ‘one-click’ facility it is easier and quicker than ever, saving us time, which in this day and age means BIG brownie points.

What brands do you think have created and maintained trusting relationships with consumers? What brands do you trust and why?