Trust. It’s a delicate thing, isn’t it?  One minute, your audience believes you’re the best thing since sliced bread; the next, they’re eyeing your brand like a dodgy prawn sandwich. So, let’s cut to the chase: does your audience genuinely trust your brand, or are they just sticking around to see if you trip up?

If you're unsure, don’t sweat it. Here's a straightforward formula that can help guide you: Facts + Aligned Values + Emotion = Belief. Don’t worry, there’s no miscalculation involved. Let’s break this down.

Facts: less spin, more substance

Look, nobody likes a brand that sounds like it’s full of hot air. If you’re going around proclaiming to be “the best thing since Wi-Fi” or “guaranteed to change your life,” you better be ready to back it up. Facts are your foundation. Can you prove your product delivers, or are you hoping your audience is too distracted to notice?

And let’s be clear, vague stats like "99% of users said they felt something" don’t count. You need real data, real testimonials, and real outcomes. If you’re not giving people something solid, they’ll assume you’re bluffing. And guess what? No one likes a bluffer. 

Aligned values: less corporate, more human

People don’t just buy products—they buy into what your brand represents. If your values are as inconsistent as your friend's excuses for cancelling plans, don’t be surprised when your audience makes other ones. Your values need to align with theirs, or you’ll just be another voice yelling into the digital void.

For instance, if you’re all about "going green," but your product arrives wrapped in more plastic than a supermarket's fresh produce section—yeah, that’s not going to go down well. Consistency, my friend, is everything. Walk the walk, or prepare for the inevitable backlash across the socials.

Emotion: heartstrings please

Ah yes, emotions—the backbone of every good purchase. You could have all the facts in the world, but if you’re not making people feel something, you’re just another faceless brand in a sea of noise.

Look at Apple. They don’t just sell products; they sell the idea of creativity, innovation, and a sense of belonging to an exclusive club. When you buy an iPhone, you’re not just buying a phone—you’re buying into a lifestyle. That emotional connection builds brand loyalty that few can rival.

To build emotional connections, you need to stop talking at your audience and start listening. What keeps them up at night? What makes them smile? If you can tap into that, you’ve got a winning combination. It’s not just about making a sale—it’s about making them care. And when they care, they trust.

Belief: the ultimate trust fall

So, where does that leave us? Ah yes, belief—the holy grail of branding. When facts, aligned values, and emotion all come together, people don’t just trust you—they believe in you. And when people believe in your brand, they’ll stick around, even when something shinier pops up on the horizon. But don’t get too smug. Trust is a bit like a house of cards—it’s easy to build but just as easy to knock down. Nurture it, protect it, and for the love of market share, don’t take it for granted.

Keeping trust alive: your mini-survival guide

So, you’ve won their trust. Now, how do you make sure they don’t bolt for the exit? A few simple rules:

Honesty: Mistakes happen. Own them in an on-brand way. The worst thing you can do is try to sweep things under the rug. People respect transparency. Just don’t make a habit of apologising—it’s not a great look either.

Consistency: From your messaging to your customer service, consistency builds trust. Think of it like maintaining a relationship; nobody wants to deal with someone whose mood changes more often than the British weather forecast.

Show, don’t tell: Don’t just tell your audience you're trustworthy—prove it. Show them with case studies, testimonials, and, above all, by doing what you say you’ll do. It might sound basic, but that’s why it works.

Trust is a slow burn

Trust is your brand’s most valuable currency. Earn it, and you’ll build loyalty that’ll see you through thick and thin. But it takes time. Trust isn’t a microwave meal. It takes a while to get it right, but when you do, it’s worth the wait. And remember the formula: Facts + Aligned Values + Emotion = Belief. Nail this, and you won’t just have customers—you’ll have believers. And believers are much harder to lose.

Looking for your reason to believe?We’ll find it with you.