Brand Loyalty is a Matter of Trust

Business people joining hands

I was three slides into an after-lunch keynote in Bogata, Colombia.

I had exhausted my Spanish and had switched to English when a gentleman about six rows back in the audience started waving wildly.

I acknowledged him and he said in heavily accented English, “No interpreter!”

I responded, “I will speak verrry slooowly.”

The entire audience, some 600 strong laughed with us. Moments later, the interpreter, speaking through the earphones the audience was wearing, apologized for being late.

The moral of that story is Confianza, Spanish for Trust. The audience member assumed I would trust him. The laughter of the audience said they trusted me and the organization putting on the conference. The interpreter’s apology sealed the deal.

Here’s the slide that was up.

Trust (Confianza) plus time equals success. That is as true today as it was 10 years ago.

But the point that followed it has proven to be prophetic.

Marketing today on and offline is about Trust (Confianza)

  • In yourself
  • In your staff
  • In your company
  • In your customer

Trust in yourself 
Just about every independent professional has that little voice that sits on your shoulder and insists that you are not really qualified or expert enough. Working through the steps of 30 Second Marketing can solve that for you and at the same time make you more memorable and easier to refer.

Trust in your staff 
If you’re a solopreneur that means structure your processes in such away that personal foibles don’t get in the way of getting the job done. If you’re a corporate manager it is similar but in this case the clarity of your directions to staff and allowing them to use creative problem solving based on pre-set criteria will make our life more joyous. Trust ‘em and both your personal and product related brand will rise in the customer’s view.

Trust in your company 
The organization you work for is not just a legal formality. If you’re a solo or partnership or ensemble there will be a brand associated with the organization. It will be the sum total of what people aware of the company think, feel and believe about it. Corporate manager? You, too, mus establish trust in the organization. That starts with you demanding to understand what the real objectives are and agreeing with the ethics of the outfit. Then you have to make that information understandable for your staff. Your company will have a brand whether one id wanted it or not.

Trust in your customer.
The customer has always controlled brand. In the Mad Men era, mass media wielded tremendous influence over what people believed. They trusted what those 60-second commercials had to say. Customers were loyal to a fault.

The internet altered that.

Today they can “shop around” for anything in seconds.

Today you have customers rebelling against traditional and digital marketing approaches.

  • To belong
  • To be respected
  • To be recognized

Today they are moved less by selling and more by understanding their needs:

Serving and rewarding their communities will build your brand and their loyalty.

They will make repeat purchases and refer you.

They will be willing to pay a 25% increase in price over the competition.

They will still wait for you to introduce a competitive product

The answer is to champion something 
It isn’t about you. It is about them and their values. Be careful. It is nearly impossible to go back after you commit without destroying the brand you’ve nurtured.


Jerry Fletcher is a sought-after International Speaker, a beBee ambassador, founder and Grand Poobah of www.BrandBrainTrust.com 

His consulting practice, founded in 1990, is known for Trust-based Brand development, Positioning and business development for independent professionals on and off-line.

Consulting: www.JerryFletcher.com
Speaking: www.NetworkingNinja.com
DIY Training: www.ingomu.com

The Overlooked Dimension

The world is 3-D.

Our eyes are specially adapted to focus on a point that exists where our mind directs. So why are most of our business models two dimensional?\

The Z-axis

The Cartesian Coordinate system has three axes: X, Y and Z.

The Z-axis is overlooked most of the time. The most frequently seen business graphs use the X and Y axes in an L shape with time on one dimension and money on the other. The next step up is to set up a graph with the X and Y axes crossing at a center point. Suddenly one can put ranges from bottom to top on one and left to right on the other. This sort of graph is particularly good at comparative outcomes.

The whole story

You can’t tell the whole story with just two axes. That is why often there is slew of graphs in a business presentation. And you’re asked to assemble the data in your mind to get the whole picture.

I was intrigued with this problem in the days before I started my Consulting practice. (That’s why my corporation is Z-axis Marketing, Inc.) I believe we restrict ourselves to essentially two-dimensional thinking because of the tools that were available. Pen and paper do not lend themselves to 3-D visualization. Yes, it can be done but it takes the ability of an artist to really be convincing and plotting data is not easy.

The trust factor

Then, too, how do you decide what three factors really tell the story of a business? In my view you need to show the interaction between:

Time (in most cases months and years but days and weeks can prove useful)

Money (the primary measure of any business– can be stated as income, revenue, profit etc.)

Trust (the single factor that can make or break any organization in my view)

Trust is best demonstrated by situations such as the Tylenol poisoning recall. The share of market dropped to 8% when cyanide was found in product on the shelf. They recalled all products, developed tamperproof packaging and returned to the market recapturing their 35% share of market.

In my experience, Trust is the predicator of success or failure for all independent professionals. I have been comparing the citations of Trust in testimonials and reviews versus the pricing and estimated income for consultants and coaches for the last 15 years and seen the proof of the saying:

People do business with individuals and companies they know, like and trust.

And Brand is an expression of that trust.

Data Points

So why don’t we have programs on every business desktop to give us 3-D graphing capability?

We don’t have sufficient data points. Scientists gather data on every variable they can find. Often, they are drowning in data. Businesses don’t. If it isn’t part of the accounting package it is given short shrift.

That is because the Z-axis is best used to show how a social factor impacts the bottom line. Acquiring the data in the time required is considered “expensive and not part of the essential data needed.”

And so it goes.

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Jerry Fletcher, Brand Poobah is a sought-after International Speaker, beBee ambassador, as well as founder of www.BrandBrainTrust.com 

His consulting practice, founded in 1990, is known for Trust-based Brand development, Positioning and Business Development on and off-line.

Consulting: www.JerryFletcher.com
Speaking: www.NetworkingNinja.com