OK, that's probably not news to you, but what continues to amaze me is that very few people still understand what we mean by 'trust' and how you go about building a trusted brand.
Here's the thing - it is not about the ad. It is not about the latest marketing campaign. It doesn't matter that it was great and you won an award for it. It doesn't matter what it looks like or the feeling it creates, or even the number of customers it attracts.
That's all a part of it, of course, but if you are measuring the success of your marketing on the number of people it attracts, or the recognition you have achieved, that is not a TRUSTED brand. That's a recognised brand.
A trusted brand is one that delivers on the Promise. One that meets the Expectations that have been created. One that meets the Needs of the market.
This means it is not just about you, but it's about everyone in your organisation.
Get that right, and you will build a truly trusted brand.
Vanessa
Here's the thing - it is not about the ad. It is not about the latest marketing campaign. It doesn't matter that it was great and you won an award for it. It doesn't matter what it looks like or the feeling it creates, or even the number of customers it attracts.
That's all a part of it, of course, but if you are measuring the success of your marketing on the number of people it attracts, or the recognition you have achieved, that is not a TRUSTED brand. That's a recognised brand.
A trusted brand is one that delivers on the Promise. One that meets the Expectations that have been created. One that meets the Needs of the market.
This means it is not just about you, but it's about everyone in your organisation.
Get that right, and you will build a truly trusted brand.
Vanessa
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