The Role of Transparency & Authenticity in Building a Trusted Brand
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The Role of Transparency & Authenticity in Building a Trusted Brand Alison Hadden, Head of Brand Strategy
Transcript of The Role of Transparency & Authenticity in Building a Trusted Brand
The Role of Transparency &
Authenticity in Building a Trusted Brand
Alison Hadden, Head of Brand Strategy
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The Role of Transparency & Authenticity in Building a Trusted Brand
Alison HaddenHead of Brand Strategy
Glassdoor
If a brand is defined by the place it holds in the heart, mind, and wallet of its customers, trust is the currency exchanged at the core of this relationship. Gain trust with your customers and brand loyalty is yours. Lose it and you’re forced into a transactional relationship that turns your brand into yet another commodity.
Now, new digital technologies and the emergence of the sharing economy have brought transparency and authenticity to the forefront of the conversation around brand health and the development of a trusted brand.
Learn how legacy and newcomer brands are quickly establishing trust with consumers and its impact on brand health, awareness, and business performance.
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Two thirds felt deceived upon realizing that an article or
video was sponsored by a brand
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is evaporating
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Trust has declined across nearly every business sector
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Trust levels in business decreased in 16 of 27 countries
CEO credibility is at an all-time low
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60% distrust the media
and online search engines are now the first place people go for news
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32% of senior executives say building trust is one of their
biggest challenges, second only to expansion and top line growth
over the next 1-2 yrs.Global Consumer Top of Mind Survey, KPMG 2015
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How can brands begin to rebuild credibility with consumers?
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16 Key Attributes to Building Trust
We Have No Choice But To Adapt!
&Authenticity
“Brands earn trust by being authentic, and by being seen
as authentic.” - Robert Wolcott, Professor of Entrepreneurship &
Innovation at the Kellogg School of Management
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Consumers
Employees ExecutivesWelcome the new members of your brand
team
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What people say
Online reviews
Online search results
News sources
Company website
Awards and rankings
Company leader comms
Advertising
Social networks
88%
83%
81%
79%
74%
63%
59%
56%
49%The Company Behind the Brand, Weber Shandwick, 2012
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Peer Reviews Are Still #1
Other people’s experienceis my evidence
Innovation and the Earned Brand, Edelman, 2015
75% say they turn to the peer voice for purchase
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Employees Rank Among Most Trusted Influencers
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Executives Have Tremendous Power, Too
The Company Behind the Brand, Weber Shandwick, 2012
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Trust is critical…you can’t ‘hire’ true brand ambassadors, you must ‘earn’ them.
“6 Ways to Turn Customers into Brand Ambassadors”, Chief Outsiders, 2014
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Consumers
Employees ExecutivesThese are your most influential Brand
Ambassadors
Today’s most trustworthy brands have created relationships with consumers through experiences that trigger a visceral response.
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“Secrets of 10 Most Trusted Brands”, Entrepreneur, 2012
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Forge connections with your consumersMyStarbucksIdea.com
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Engage with them, where they are
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Be transparent
#EsuranceSave30
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Actively listen and engage
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And not just the good stuff…
Responding to feedback (especially critical feedback) improves perception of the product, brand, and seller – and more than doubles purchase intent
among those who read negative reviews.
Bazaarvoice, June 2014
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Consumers
Employees ExecutivesThese are your most influential Brand
Ambassadors
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Seek to understand your employees first
Most of what makes Google’s culture work is free! People look for meaning in their work… Mission. Transparency. Voice. These three components of our culture create a virtuous cycle of attraction, community, engagement & innovation.
Laszlo Bock SVP People Operations at Google
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Ask for feedback
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Ask for feedback
#SalesforceOOO
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Promote your commitment to transparency
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Empower them to share their experience
#SalesforceOOO
Weber Shandwick 2014 Survey
Employees with socially-encouraging employers are 24% more likely to help boost sales than employees
whose employers aren¹t socially encouraging.
Empower them to share their experience
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Consumers
Employees ExecutivesThese are your most influential Brand
Ambassadors
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Let consumers & employees get to know you
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Know what you stand for and don’t compromise
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Don’t be afraid to share your true self
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Engage with employees in an authentic way
8 out of 10 people are more likely to trust and buy from an
organization whose chief executive and leadership team
use social media.MBA Online, 2014
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Trust can be rebuilt Transparency & Authenticity are critical Empower your people to be the voice of your
brand
