Trust. Isn't that what branding is all about? When you open a can of Campbell's Tomato Soup, you trust Campbell's to deliver on its promise: safety, flavor, consistency, value and the comfort-food experience we expect from this company.
West Coast crisis management guru, Joan Gladstone, agrees. She was recently quoted in the leading Orange County lifestyle magazine OC METRO on “The Power of Trust”.
Gladstone, whose Gladstone International, Inc. (www.gladstonepr.com) specializes in crisis communications says, “Trust is the most essential ingredient of any business relationship. Without trust, companies jeopardize customer loyalty, sales, and referrals. Trust means delivering on promises, reassuring me that the experience you advertise will come true.”
And the penalty for a breach can be far-reaching today. It used to be that a satisfied customer told three friends and a dissatisfied customer told nine people. No more. “When I trust you, I’ll return," says Gladstone adding, ”If you damage my trust, I’ll use my social media networks and review sites to warn customers against you.”
And when asked about brands that violate trust, Gladstone said, “Typically, when trust is damaged or destroyed, it is a long-term process to repair. It’s not the same as taking out an ad or admitting a mea culpa at a press conference. You can’t just say, ‘I’m sorry.’ You need proof. What changes will you make in your organization? You have to show people. You can’t just make an empty promise.”
OC METRO identified five factors of trust:
- Ability – does the brand deliver on what they promise?
- Concern – does the brand respect and care for customer and employers
- Connection – what is the consumer’s personal relationship with the brand in terms of depth and duration
- Consistency – do the brands follow through and stand behind commitments
- Sincerity – are the brands candid, honest and open, with a value system that rewards loyalty?
In a consumer survey by OC METRO and local ad agency DGWB, a number of national brands made it to the magazine's Trusted 16 list. They were: American Red Cross, Apple, Costco, Disneyland Resort, Nordstrom, Planned Parenthood, Target Corp., Toshiba America and Wells Fargo.
Full story: http://www.ocmetro.com/t-CoverStory_Most_Trustworthy_Brands_MAIN__0611.aspx
Joan Gladstone, APR, has been named a PRSA Fellow for her lifetime achievement.
She can be reached at (949) 633-9900
