Keith Errington

marketing strategy
07860 267155

Trust, reputation & branding

We all know branding is essential on the web - but why?
The reason is that it links to trust through reputation. Next time someone asks you why branding is important, here’s a quick explanation.

Trust

There is no single more important commodity in business than that of trust.
It takes time and effort to establish and yet can be lost in the briefest of moments.
Every person in every part of an organisation has to work to engender trust in the customer and a single action by a single person on a single day can break that trust and undo many man-hours of effort.
So trust must be nurtured and maintained and preserved at all costs.
When doing business on-line, the importance of trust is multiplied by the remoteness and impersonal feel of the Internet.

Reputation
Gaining trust is easier if an organisation has a reputation – and a good reputation is priceless.
When looking for an information source on the Internet one may find many hundreds of potential web sites – what makes you choose one over another? Reputation.
It is an organisation’s reputation that gives authority to the information.

Branding
To leverage – or make the most of – this reputation you need branding. Branding helps the customer associate the organisation with the reputation.
By being able to recognise the organisation behind the current message quickly, easily and even subconsciously you are making the connection between the message and the organisation’s reputation implicit – as the customer trusts the reputation, so they trust the organisation, and therefore the message.
Little or poor branding confuses the customer and they no longer have confidence in either the organisation or the message.

Strong branding allows you to recognise an organisation quickly and easily, triggering an associated feeling about that organisation’s reputation which leads to an evaluation of how much you trust that organisation.

Without branding you cannot leverage reputation and trust.
Without reputation you cannot engender trust.
Without trust you cannot do business.

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