Building Trust - A Foundation for Growth
By Jeremy Major
In the ever-evolving world of marketing, trust isn't just a buzzword—it's a key principle that either propels your brand to greatness or, if lacking, leaves it stranded in obscurity. It’s the foundation that’s required before you can build your dream business.
As Richard Branson says, “The important thing is that you've got a strong foundation before you start to try to save the world or help other people." In 2024, the game is all about authentic experiences, and building trust is no longer an option - it's a necessity.
Everyone loves an animal metaphor: The dog is universally seen as a trustworthy companion. Loyal, long-term, there-for-you — just like the relationship you’re developing with customers!
This is an exciting era for brands because they are not just sellers but storytellers. The “Yell and Sell” approach of “buy now, hurry in” is being overtaken with lifestyle integration that delivers a long term relationship with consumers - not a quick buck.
Consumers are turning to brands for expert guidance and leadership. We saw it ten-fold during the height of the [insert P-word no one wants to talk about anymore!] as people didn’t know what to expect, how to behave, and got lost in a sea of opinions and uncertainty. As such, Brands are playing an increasingly more important role in people’s lives.
Here’s the deal. Consumer behaviour is undergoing a seismic shift. Brands are no longer bystanders; they're the influencers shaping the choices of everyday individuals, but there’s a problem. According to Harvard Business Review, “More than 80% of customers consider trust a deciding factor in their buying decisions, despite the fact that only 34% trust the brands they use."
Are you positioned accordingly? And have you recognized your immediate opportunity? You can fill the gap. Be the player they do trust.
So how do you do it? Here are the essential ingredients: Share your journey, show your values, and demonstrate your transparency. With well-crafted storytelling, you can frame your Brand as one of Authenticity and Value.
The benefits are impressive:
Build Relationships with Customers: Connect with your audience in a way that's more ‘Netflix and chill’ than boardroom formal. A deeper connection that sets you apart.
Increase Brand Quality Perception: Elevate your brand’s image by ditching the corporate jargon and embracing authentic, relatable storytelling.
Streamline Your Sales Process: Become the brand people choose with confidence, making their decision-making process smooth and efficient.
According to the State of Marketing 2023 Report, “83% of marketers believe it’s more effective to create higher quality content less often." It’s not about bombarding your audience; it's about hitting them with content that’s meaningful.
I like to look at three key story solutions that we can put to film and position strategically along the customer journey:
At the Awareness Stage you can tell your Origin Story—Your brand's epic saga. The obstacles you overcame, and the passion for the work your brand does in the world.
At the Consideration Stage, take viewers Behind the Curtain and share your Mission & Vision Story—The scoop on why your brand exists, the mission it's rocking today, and the blockbuster vision driving its success.
Decision Stage, share your Impact Story (or Success Story)—Conversations with your brand’s fanatics, this is the story of how your Brand has a positive impact in the lives of your customers. In some situations, this may also take the form of a testimonial.
In a world where attention spans seem shorter than a cat video, short-form video reigns supreme. According to the HubSpot Blog Marketing Trends Report, 2024, “Short-form video is the #1 media format." These stories don’t have to be long but they do have to exude a sense of care, even wonder. Host a longer cut on your website, but repurpose it in bite-size chunks in your social media. Let this messaging permeate your written content, your podcasts, or whatever other forms of outreach you do.
One last note on the look & feel… Typically our approach to this type of content is what we call documentary-style branded content, produced with a dash of cinematic swagger. Interviews with key stakeholders, a flow that reflects your journey, and visuals that scream 'your brand'. But noodle it around until you find a good fit for your brand style. The key is to do it authentically. With AI generated content becoming more recognizable, be sure you share your story with a healthy degree of truth and sincerity.
The trust-building journey in 2024 isn't a stroll in the park; it's a vital base to build on. After all, as Richard Branson suggests, a strong foundation isn't just smart—it’s the ticket to a blockbuster success story.
Reach out if you need support in creating your Trust Foundation. Find sample videos here
