Building Brand Trust Through Authenticity: Taking “Be Yourself” to the Corporate Level
Think about the companies you engage with most. What’s the most prominent feeling you have about them? If you really consider it, we bet the one reason you stay with a brand for a long time is because you trust them.
This trust might come from them consistently delivering products or services on time. It may be related to the quality of the service, or an excellent customer support interaction. For most companies, though, it’s about authenticity — living up to corporate values and being accountable.
The Importance of Brand Trust
Building trust with clients is so important. Don’t just take our word for it, though. The annual Adobe Trust Report provides these statistics:
85% of brands believe showing empathy for clients and customers is vital.
71% of consumers agree that empathy matters, particularly understanding frustrations and pain points.
71% of consumers are also concerned about how companies manage their data.
67% of millennials and younger buyers state personalization helps build trust.
Statista also shows that between 60 and 80% of buyers of all ages prefer to buy from brands they trust. That percentage increases with younger generations, showing how critical it is that growing brands focus on authenticity and reliability.
Fostering Transparency and Accountability
The best way to build brand trust is to be absolutely open and honest about everything you do. Marketing isn’t just about publicizing shiny, happy moments. Don’t be afraid to:
Say when you made a mistake — just ensure you prioritize what you did to fix it.
Be open to criticism from clients or the general public — even on social media. Dealing with a negative comment in a positive way can turn a situation around.
Be accountable for errors.
All companies make mistakes. Tech startups frequently have to deal with bugs and glitches that frustrate app and platform users. Being a company known for responding quickly and fixing issues is a good start to building lasting brand trust.
Becoming a Responsible Corporate Entity
All businesses have some type of corporate social responsibility (CSR) targets, whether they’re defined by founders and their values or industry regulations. Consider smashing your CSR targets and publishing those figures prominently. If you saved on water, power, and waste this year, shout about it. Done work in the community? Everyone should know.
Research shows that 82% of buyers want providers whose values align with their own. Openly sharing corporate values like sustainability, diversity, and inclusion helps attract clients and partners who want to know there won’t be a clash of company cultures later down the line.
Final Word
Be the company you want to see in the world. Avoid shortcuts where they undermine your integrity, and work with experts to ensure your business processes are ethical and responsible. For advice on client-focused tech startup marketing, book a 15-minute introductory call, and let’s help you develop brand trust that lasts.
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