A Brand is Trustworthy

by Brad VanAuken, BrandForward, Inc.

Over the years, we have conducted brand equity measurement studies for hundreds of brands and over the years, we have also helped leadership teams position hundreds of brands. What is the number one quality that people look for in brands? – Trustworthiness. What is the number one quality that management teams want to build into their brands? – Trustworthiness.

A brand is nothing if not trustworthy. If your brand is not capable of consistently earning its customers’ trust over time, it is doomed to failure. A brand must be predictable. It must be dependable and reliable. It must deliver on its promises. It must be responsive to its customers’ requests. It must be transparent in its business practices. And it must not lie to its customers.

It is that simple. If your brand is not there, you have work to do. There is nothing more to say.

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