Brand Trust As Your Marketing Strategy

It is proven principle that successful relationships are based on trust. And the client-provider relationship is no exception.

It is not surprising research shows that there is a growing trust deficit between clients and businesses given the high profile corporate scandals led by Enron and WorldCom. Where consumers and clients used to give businesses the “benefit of the doubt,” today they require their trust to be earned.

Professional service firms and independent consultants share this need to earn and build trust. In fact, with smaller numbers of clients, the stakes are even higher for these enterprises. This trust must attach to your brand as a key attribute.

You have a brand as much as Coca-Cola has one. Building your brand with a trustworthy reputation is the most important marketing strategy you can have given the cynical mood of the marketplace today. Here are five “don'ts” and five “dos” to guide your efforts.

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