A common misconception among companies is that they believe a brand is something they produce, or something it does. On the contrary, brand is how you do it. It is not the strengths or value proposition that your company or product brings to market but rather it is how your customers view your products or connect with it in a personal way. The brand may even encompass more than your actual product as in the case of Starbucks. Founder and CEO, Howard Schultz tells a story about a barista who once told him that “We are not as he once thought, in the coffee business serving people, but rather in the people business serving coffee”. Early on Starbucks realized how critical their front line employees (baristas) were to the overall brand. If they took care of the baristas by offering them great benefits and working conditions, this in turn would result in greater customer loyalty and trust in their brand. I think no one can argue about the success that Starbucks has had not only in growing their business but creating one of the truly great brands in business today.
“Brand trust” is not easily earned but can be easily lost. Companies should be very cautious when they are producing new products or launching new marketing strategies. Perhaps reflecting on whether or not this product will coincide with the overall brand or asking if it will help build brand awareness. If the answers to these questions cause one to pause, these product ideas possibly have the potential to damage the brand
In the end, building” brand trust” is more than just having a great marketing strategy or creating great advertisements. It is about connecting your company and products in a personal way with your customers. What are you doing to build “brand trust” Do you know what your competitors are doing?
For further reading on this topic: “A New Brand World”, Scott Bedburry.