16 September 2009 48 Comments

Brand building: Trust or reputation, which way will your brand follow?

Author: yinkaolaito

Yinka Olaito is happy,excited and passionate Communications & Media specialist, Trainer and speaker. Yinka Olaito helps Profits and Non-profits with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa) and Africa Foundation for Young Media Professionals


trusttrust-2Time is changing gradually. Knowledge too is spreading like wildfire. What used to be politically correct few years ago are being reviewed. I was just considering these two words as they relate to professional usage recently and I discovered that many brand drivers may be breaking the thin line between the two. Reputation is what people see. It is often manipulated to achieve a predetermined aim. It speaks volume about brand status and standing as well as character. There is nothing wrong with a systematic application of brand reputation building tools that will engage the stakeholder. But as we know today, tools are changing and there is need for re examination of each tool. Trust is much deeper than reputation because it demands transparency, openness. Trust heals wound of dishonesty. Trust places a high sense of responsibility on the brand, leadership, key players. Trust has greater dividend as it gives competitive advantage as well as salvage relationship during trying times. To really build trust, brand must carefully select, train internal audience. To build trust, it requires that everyone agrees on the need not to do business as usual, covering up but work with a strong determination to say it as it is and be willing to stand up to the demands of response-abilities. In closing, let us realize that nothing extreme, extraordinary happens in brand relationship except a strong level of trust can be established.We must also remember that one day all things may fail. At such time, the last thing brand or anyone want to make is first impression. It is no need. Build trust instead of impression.

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