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A Matter of Trust?

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Marketing professionals often tell their clients that people have to “trust their brand.”

When I first started reading this now-common advice, it seemed more than surprising – it seemed a bit saccharine. After all, ‘trust’ had always been a word reserved for one-on-one -- and usually deep or long term -- personal relationships. To use it in a marketing context seemed to border upon the insincere.

However, once I began to pay attention to my own responses to branding, I began to realize that some of them could, in fact, be considered matters of trust. For example:

  • Recently, while traveling, I needed quick access to a wi-fi connection to send an email. I headed straight to a Starbucks. Even when I saw that all of the tables were taken and I would have to pull an unused chair to the corner in order to have a work surface, I didn’t worry too much – I knew that the Starbucks employees could be counted on to be polite and helpful if my ad-hoc office arrangement was causing a problem. I trusted them!
  • Again while traveling (what a busy summer!), I needed to find a dry cleaner in an unfamiliar area. I was quite relieved when I spotted a storefront branded ‘Tide.’ I instantly believed that I could count on the facility to be clean and the people to be friendly, fast and thorough – all because I trusted a brand.

What are your own responses to brands? Do you have similar experiences to mine – ones where you were perhaps caught by surprise by your own thought process? To talk more about making your brand one that people can trust, contact us.

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Regardless of your area of study in school or title in your current position, we are all marketers.

Today’s global economy, high-tech business world and ever-changing business environment littered with buzzwords mandate a lifelong journey of education. As experts in marketing, communication, public relations and technical writing, the AOE Team is dedicated to helping you better hone your craft and serve your organization. Through industry workshops and seminars, columns in a variety of trade publications and other educational resources, we offer a variety of educational venues to assist you in your short- and long-term marketing objectives.


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