As the Director of Brand Strategy at Insight, I’m tasked with helping to define and consistently communicate the brands, personalities and values of our clients and their branded products and services.
Sometimes this is an uphill battle in a business climate where everyone is trying to do less with more and immediate execution is often praised over thoughtful, careful crafting of a message. With a greater understanding of the benefits of consistent branding, I hope this battle can become easier and more respect will be afforded the branding process.
When branding is given its due, it should become apparent that maintaining a brand is a powerful tool in building a successful enterprise. The brand must be maintained in copy, design, choice of media, attitude of employees, social media posts, customer satisfaction, building appearance, phone greetings, written correspondence, company vehicles, community involvement… Yes, this list is long—intentionally! As a business, EVERYTHING you do either supports or detracts from your brand and, as a result, helps or hinders the relationship built on TRUST that your brand should be working to build with your audience.
The following article makes the case for the power of a relationship built on trust and offers some real-world examples. It comes from Fast Company. Which begs the question… How does this publication influence your level of trust in the facts presented?
Click here to read “Trust Me: Here’s Why Brands Sell Trust, Subconsciously”
Tags: branding, communication, marketing, strategy
[...] messaging from sales-oriented to buyer-centric. Providing free, relevant and relatable information builds trust and your online authority in your industry. As you build trust with your prospective client, your [...]