5-19-21 (copy 01)

Sharpie: One story. Two points. 

Build Trust With Your Customers

2020 threw businesses across the world a major curveball. As a result, consumer confidence and trust in brands have rapidly shifted.A recent Edelman study found that only 54% of people in the US say they "trust business" as an institution.As we begin to return to normal, it's important to continue to build trust with existing and new customers.Here are a few ways to focus on trust with your brand. 

• Put control back into the hands of your customers: With data collection and use at an all-time high, some folks are skeptical about how their information is being used. When it comes to your brand, think about ways to humanize your process and be transparent. This could be as simple as a phone call with a customer.

• Shift from being the 'hero' to being 'raw': As humans, we resonate with real talk. Too often, brands try to script everything to make it seem perfect. Stop doing that. Think about teaching, not lecturing.

• Align with your customer's values: 'Don't make the mistake of thinking you need to "make a statement" on every controversial issue; your customer base doesn't think you need to. Stay true to your brand's actual, observable, and ownable values.'

Dive deeper here.

Today's Challenge

Address some of your negative feedback. How can you be better? Is trust an issue? If you don't have any negative feedback, build on the positive.

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