demonstrate values that create trust This is the second of five thoughts on the subject of ‘trust’. Trust is essential to effective branding, and central to the long-term success of any business. Consumers are reluctant to buy a brand they don’t trust, and conduct as little business as possible with organisations they do not trust. […]

demonstrate values that create trust This is the second of five thoughts on the subject of ‘trust’. Trust is essential to effective branding, and central to the long-term success of any business. Consumers are reluctant to buy a brand they don’t trust, and conduct as little business as possible with organisations they do not trust. A survey in the United States found that 64% of consumers gauge or build trust on the basis of shared values. The majority of consumers trust a business that demonstrates a worldview consistent with their own. The critical word here is ‘demonstrates’. Consumers have little interest in being told about the values of a business. They want to see an overt demonstration of values in day-to-day behaviour. Interestingly, there is considerable evidence to suggest that consumers are unlikely to consider a business to have the values they list on their website. Listing values on a…