Very foundational article on brandchannel.com - Trust as a Tangible Brand Attribute.
Here are some top lines from the article.
Organization’s core values can be projected through an authentic brand platform, then consistently walking the talk
Authentic brand platform is the foundation of employee and customer trust and loyalty—both of which directly affect your bottom line
“Your brand promise is shorthand for everything that your company stands for,”
“Your ability to keep that promise is critical to establishing and maintaining credibility with both employees and customers.”Trust: The Core of Tangible Brands
Trust is the engine that powers your brand. When a brand delivers consistently on what it says it will do there are tangible results. When the visual brand is aligned consistently with the experience it communicates an honest, reliable organization and there are tangible results. It’s all about building loyalty and long-lasting relationships.Authentic Values: The Backbone of Your Brand
Trust results from a reliable cache of perceptions and experiences, built over time. We think of organizations just like we do people we know. If I have heard of you I am more likely to trust you. If you do what you say you are going to do, my level of trust will increase. If you do this over and over, I will become a raving fan. It all boils down to consistency and authenticity. If you say one thing and do another, or look and act differently each time I interact with you, that will chip away at my trust. I’ll go elsewhere to work or do business.Sometimes, it’s the smaller daily actions and interactions that show you a brand is working beyond the logo and tagline.
Making Your Brand Tangible Leads to:
- Ongoing affirmation of purpose
- Organizational alignment
- Differentiation
- Stronger relationships and connections
- Increased recognition
- Stronger recruitment
- Increased ROI
