Oluwadamilola Olujide
since the global economic meltdown triggered by the financial crisis which lasted from 2007 to 2008, the world may not have returned fully to the era of abundance. The crisis, which is only comparable to The Great Depression of the 1930s, revealed that the world is connected beyond the economic hardship the situation brought on mankind.
The 1929 – 1932 crisis was reported to have caused a 15 per cent fall in Gross Domestic Product (GDP). If this is compared to the less than one per cent drop in worldwide GDP during the 2007 global economic meltdown, one can infer that the world had probably suffered fifteen times the economic calamity of the recent years.
Even though with milder effects and a much faster recovery rate, the distrust that followed the experience has kept business growth at a crawling rate. Likewise, human interactions have become suspicion-filled, owing to the fact that the economic collapse on both occasions, apart from being largely similar, are largely attributable to indiscretion, excessive risk-taking, regulatory and policy errors, failure to honour loan repayment obligations and other human surfeits.
For these reasons, businesses have decidedly become insular and mounted barriers to sequester them from incidents and accidents. This paints a picture of our business environment and reflects the pervasive attitude in the economic climate. The trust deficit is as high as the sky. So, extra-caution is limiting our leap into adventure and innovation.
From the time when the world came-out of the recession, business growth has been really lean, with a record extra-ordinary regional recovery in Asia. In the last fourteen years or so, systems and frameworks that may help our economies and businesses resist breakdowns have sprung up. Logically, these should ordinarily boost our confidence and inspire greater strides in our endeavours.
But the gaps created by the misalignment of soft issues, especially trust building and confidence restoration, have not allowed complete optimisation of the technology and strategies deployed to improve economies and businesses around the world. So far, businesses are acting like humans are not at the centre of business operations and unwittingly ignoring the place of emotions, trust as well as perception.
In today’s fiercely competitive market landscape, where consumers are bombarded with an abundance of choices, building, and maintaining trust has emerged as a pivotal factor for business success. In the digital age, where information flows freely and opinions are shared instantaneously, establishing a trustworthy brand has become more challenging yet more essential than ever before.
Trust is the licence an organisation earns to grow, and the foundation that allows it take responsible risk, and, if it makes mistakes, to rebound from them. For a business, especially, lasting trust is the strongest insurance against competitive disruption, the antidote to consumer indifference, and the best path to continued growth. Brand trust serves as a potent catalyst for business growth and credibility, fostering customer loyalty, driving sales, and enhancing reputation.
Business growth and sustenance in our highly complex socio-economic environment requires a new thinking and approach that is centred around building trust. Businesses or individuals that are able to drive authenticity, consistency, transparency and create a social reality that position them as value creators, solution providers and partners in progress are most likely going to become the big deal.
When consumers perceive a brand as genuine and reliable, they are more likely to develop a sense of trust. Authenticity entails staying true to the brand’s values and promises, while consistency ensures that every interaction with the brand reinforces a positive perception. Transparency, on the other hand, involves being open and honest about products, services, and business practices.
Building brand trust requires a concerted effort across all touchpoints of the customer journey. From the first point of contact to post-purchase support, every interaction shapes the perception of the brand. Consistently delivering high-quality products or services, providing exceptional customer service, and actively engaging with consumers are vital elements in nurturing trust.
Moreover, in an era dominated by social media and online reviews, brands must actively listen to customer feedback and address concerns promptly. Responding to queries and resolving issues in a transparent and empathetic manner do not only demonstrate accountability, but also strengthen trust and loyalty.
Understanding the importance of brand trust leads to the question of how does this directly impacts business growth? Firstly, it fosters customer loyalty, encouraging repeat purchases and long-term relationships. Loyal customers not only spend more but also serve as brand advocates, who spread positive word-of-mouth and that attracts new customers.
Secondly, trusted brands command a price premium. Consumers are often willing to pay a higher price for products or services from brands they trust, as they perceive them to offer superior quality, reliability, and value.
Thirdly, brand trust mitigates the impact of negative events or crises. When a trusted brand faces challenges, such as product recalls or controversies, consumers are more likely to give the brand the benefit of the doubt and remain loyal.
Furthermore, brand trust contributes to a positive reputation, which enhances brand equity and attracts top talent and business partners. A strong reputation built on trust can open doors to new opportunities and collaborations, further fuelling business growth. By this, there is a need for organisations – public or private, and individuals of note, to invest in building trust by methodically managing their interactions with the publics.
Several companies have exemplified the power of brand trust in driving business growth. For instance, tech giant Apple has cultivated a fiercely loyal customer base through its commitment to innovation, design excellence, and customer experience. Despite premium pricing, Apple continues to dominate market share in various product categories due to its unwavering focus on delivering products that consistently meet or exceed customer expectations.
Similarly, Denmark consistently ranks high in global surveys measuring trust in government institutions. The Scandinavian country is known for its strong welfare state, low levels of corruption, transparent governance, and high levels of citizen engagement. Danish citizens have confidence in their government’s ability to deliver public services effectively, maintain social welfare programs, and uphold democratic values. Also, countries like Norway, Sweden, Finland, and Switzerland are often cited for their high levels of trust in government.
These nations prioritise transparency, accountability, and citizen participation in decision-making processes, which contribute to fostering trust in government institutions.
One powerful tool for building brand trust is public relations. Its strategic use plays a crucial role in establishing credibility, shaping perceptions, managing reputation, fostering positive relationships, facilitating transparent communication, engaging with stakeholders, aligning brand values with social responsibility, and managing communication strategies effectively. By leveraging PR strategies effectively, brands can strengthen trust, loyalty, and goodwill, ultimately driving long-term success and growth.
Organisations that understand how brand trust can be a vital differentiator in tough market conditions where consumers have countless options at their fingertips need the imprints of public relations experts, for their programmes, initiatives and corporate interaction or engagements to be meaningful, purposeful, effective, and beneficial. By employing public relations strategies, businesses can unlock the full potential of their brands and pave the way for sustainable growth in the long term.
Olujide, a Senior Public Relations Consultant at Chain Reactions Africa, writes from Lagos. She can be reached via damilola.olujide@gmail.com
