{"id":31207,"date":"2019-07-04T19:16:55","date_gmt":"2019-07-04T17:16:55","guid":{"rendered":"https:\/\/brandsmith.es\/para-ganar-confianza-es-necesario-construir-una-marca-solida\/"},"modified":"2019-07-04T19:24:31","modified_gmt":"2019-07-04T17:24:31","slug":"to-gain-trust-a-solid-brand-must-be-built","status":"publish","type":"post","link":"https:\/\/brandsmith.es\/en\/to-gain-trust-a-solid-brand-must-be-built\/","title":{"rendered":"To gain trust, a solid brand must be built"},"content":{"rendered":"\n

Team Whiplash, July 5, 2019<\/strong><\/h2>\n\n\n\n

To gain trust, a solid brand must be built <\/h3>\n\n\n\n

Although recent research reveals that users, as citizens, distrust brands less than institutions \u2013Government, administrations, political parties, banks, etc.\u2013, it is also true that the crisis of customer confidence in organizations intensifies year by year, as revealed by the Edelman Trust Barometer or the Meaningful Brands study by Havas Group <\/h4>\n\n\n\n

Today it is\nnot enough that products or services are solvent, that, is taken for granted. Currently,\ntrust, that tacit agreement established between two acting agents, in this case\nuser and brand, has become a much more complex concept that includes other\nelements beyond what is sold \u2013whatever its nature is\u2013 fulfills the basic\npromise. If it doesn\u2019t, let\u2019s call the game over.<\/p>\n\n\n\n

Trust\nbetween users and companies implies that the client wants to be certain that\nthe brand is true to its word when it says, for example, that it is committed\nto sustainability, or to the LGTBI cause, now that on the occasion of the\ncommemorative week 1969\u2019s Stonewall events, most companies, large and small,\nhave dressed their logos in rainbow suits. Building trust involves not only a\nspeech, but also a way of doing things consistent with the story, from the\nconception of the product or service, to every daily task within the company:\nthe way the company relates to its employees, production processes and how it projects\nthem to the world. It involves all of it.<\/p>\n\n\n\n

Just a fact,\nthis year\u2019s Edelman\u2019s Trust Barometer points out that although 49% of users\nbelieve that companies have the possibility and the means to change the world having\na real impact on the problems that afflict and worry society, the percentage\nthat thinks they will not meet those expectations is higher. In addition, the\nsame study points out that consumers expect brands to get involved with social\ncauses, and they are doing so as we see in examples like Nike’s or Gillette’s\njust to mention some. <\/p>\n\n\n\n

But\nsomething is not going right, since users perceive that most brands use their\ninvolvement with social or environmental issues more as a marketing strategy\nthan as part of their duty towards society.<\/p>\n\n\n\n

This is\nsomething that big companies are aware of, as they understand that brand\nbuilding is not a cosmetic issue, that can be solved with a new logo or an\nimage campaign, but a strategic matter, transversal to the whole company, and that\nis directly based on the purpose of the  organization\nand its relationship with the world. Thus, regardless of the size, for any\nbusiness venture building a strong brand on the basis of a purpose that\ntranscends the product or service is essential both to win the trust and\nloyalty of consumers, and to become a legacy business.<\/p>\n","protected":false},"excerpt":{"rendered":"

Team Whiplash, July 5, 2019 To gain trust, a solid brand must be built Although recent research reveals that users, as citizens, distrust brands less than institutions \u2013Government, administrations, political parties, banks, etc.\u2013, it is also true that the crisis of customer confidence in organizations…<\/p>\n","protected":false},"author":2,"featured_media":31205,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"yoast_head":"\nBrandsmith - To gain trust, a solid brand must be built<\/title>\n<meta name=\"description\" content=\"Brandsmith To gain trust, a solid brand must be built\" \/>\n<meta name=\"robots\" content=\"noindex, follow\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Brandsmith - To gain trust, a solid brand must be built\" \/>\n<meta property=\"og:description\" content=\"Brandsmith To gain trust, a solid brand must be built\" \/>\n<meta property=\"og:url\" content=\"https:\/\/brandsmith.es\/en\/to-gain-trust-a-solid-brand-must-be-built\/\" \/>\n<meta property=\"og:site_name\" content=\"Brandsmith\" \/>\n<meta property=\"article:published_time\" content=\"2019-07-04T17:16:55+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-07-04T17:24:31+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/brandsmith.es\/wp-content\/uploads\/2019\/07\/Whiplash-114.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"612\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Nacho Noriega\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Nacho Noriega\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/brandsmith.es\/en\/to-gain-trust-a-solid-brand-must-be-built\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/brandsmith.es\/en\/to-gain-trust-a-solid-brand-must-be-built\/\"},\"author\":{\"name\":\"Nacho Noriega\",\"@id\":\"https:\/\/brandsmith.es\/#\/schema\/person\/c784970f141a70b054637ebe25b23518\"},\"headline\":\"To gain trust, a solid brand must be built\",\"datePublished\":\"2019-07-04T17:16:55+00:00\",\"dateModified\":\"2019-07-04T17:24:31+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/brandsmith.es\/en\/to-gain-trust-a-solid-brand-must-be-built\/\"},\"wordCount\":475,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/brandsmith.es\/#organization\"},\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/brandsmith.es\/en\/to-gain-trust-a-solid-brand-must-be-built\/\",\"url\":\"https:\/\/brandsmith.es\/en\/to-gain-trust-a-solid-brand-must-be-built\/\",\"name\":\"Brandsmith - 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