yinkaolaito.com – the branding gavel, brand communication expert, nigeria brand consultant, social media expert

Trust is seen as confidence, reliance, expectation and at the highest form it is seen as faith. Trust is the basis of every true relationship. Today like in most relationships, trust is being violated and this has accounted for the high rate of divorce in our marriages. It is given that there can not be trust without a relationship. A relationship has to exist before anyone can trust another person. We do not trust an imaginary person. We trust people who have projected a level of antecedence in character display and consistency of action. For instance, many can trust that given another opportunity Bin Laden can still repeat 9/11 incidence. Mere saying he will can make Americans to prepare and prevent such.

Trust is a product of sustained action and not just telling but showing it through action. In some countries, citizen may not trust the promises made by their power generation and distribution authority based on antecedents. A brand that consistently fails in delivering brand promise is overdrawing its account in the bank of trust. Trust is not given, it is earned. A brand is nothing except when it earns the trust that can make the audience depends on it without any fear of failure. Even if the brand fails, the audience can still vouch for its integrity that such is an abnormal situation which is not in the characteristics manner of the brand.

In several ways brand violate and waste this hard currency by promising too much without considering its capacity to deliver, asking for sensitive details of customers that will not be needed for anything and give such out to a third party even when they have promised to the contrary. This is most common with research industries.

For individuals, it is expedient for one not to sell his soul because of money. Be a good custodian of information at your disposal. If you know you will not be able to keep information, do not ask for it nor receive it in trust. For corporate brands, do not promise a salary increase to the internal brands and not keep it. The rule of employment in most cases is that appointment of employees is confirmed within six months except in special cases allowed by law.

Before or even a brand enters the market, it must be real, authentic, act like one and communicate like one.

Making sales is not as easy as it used to be. Customers are now in control and have access to information than the brand will ever believe. Brand must build their capital (Trust) by establishing dependable relationships with their audience and after that be very careful not to squander the asset as we all know it is harder to gather resources but takes minutes to pull such down.