Are you creating a trust deficit with your brand?

There is a lot of work that goes into the day-to-day business of branding and marketing. It can consume anyone in charge of a brand. Which makes it tough to take a step back and assess efforts from time to time.

Because of this, I see something happen with organizations and their brands. It’s not a pronounced mistake — like a glaring omission or an embarrassing error. It’s something much more subtle. As such, it tends to escape examination. And as a result, it becomes just the way we do things.

But this oversight can erode your ability to build that elusive trust that we hope to have with those you hope to serve. The trust that turns prospects into customers. And customers into advocates.

The reality of today

Those we hope to serve want to engage with brands that get them. But understand, that has to be more than just a relevant product or service.

I have had leaders say, “Our offering perfectly meets their needs.” That’s great and shouldn’t be minimized. But here’s the harsh truth — it’s not enough.

Today competitors seem to come out of the woodwork. And our prospects find a multitude of options with one Google search. Needless to say, getting prospects’ attention becomes challenging. Gaining their trust even more so.