Trust is the bond that brands.

Many believe 'attention' or 'information' is the new economy's new currency. I think trust is. In this era, all purchases are evolving into transactions of trust. Like respect, brands have to earn trust. Running a trustworthy brand boils down to a really simple 3-point paradigm...so simple it makes me wonder why it's so hard for so many companies to maintain.

1: Deliver first. Promise after: It used to be deliver on your promises. Nope, no longer. In this environment the better practice is to deliver first, promise after. Under well-deserved scrutiny and exposed to wide-ranging, fast-paced feedback channels, brands should make sure they're locked and loaded well before launch-happy marketers run the ad reels.

2: Keep your promise: Brands are promises. Sometimes we promise certain features or functions, other times a particular service. Whatever your brand's promise make sure it's meaningful to your customers--and make darn sure, before you add more bells and whistles, that you're keeping your core promise.

3: Over-deliver, but don't oversell: It's the end of the "coming-soon" era. Overselling kills authenticity and diminishes trust. Why do that when trust is all we've really got?

P.S.: For a branding paper I penned back in '02 speaking to brand promises, click here.

Comments

[Lewis Green]

CK,

You couldn't be more right! When I joined Starbucks in 1996, it was already practicing a version of your thoughts. The only semantic difference was the way your number 1 is worded: We defined it as under-promise, over-deliver. Good stuff!

[CK]

Thanks Lewis, I just think trust is what we're really after. I recently went through an exercise trying to define what my clients really value about my own brand. smarts? creativity? energy? Those traits were important but what I really give them is "peace of mind".

They know that I'll do what I say...they trust. Trust is invaluable and fragile. You never want to take it for granted. Far too precious.

I'd love to hear more about all your Starbucks fun--and can't wait for your new book!