Before your company can persuade a new customer to purchase its products or services, it has a significant hurdle to cross — convincing your target audiences that your business stands behind its promises and values. A company’s need to prioritize brand trust looks different than it did several years ago now that we are in the world of easy information via websites, social media and online reviews
Customers’ trust in businesses has been on the decline for several years now. Only 42 percent of customers said they trust businesses to do the right thing, according to Edelman’s 2018 Trust Barometer.
Whether this brand distrust has emerged from an environment of fake reviews, unsubstantiated brand promises or simply too many unfamiliar brands competing for their attention, customers need a compelling reason to identify your company as trustworthy.