Imagine doing such a great job with your branding that you become a part of your customer's life. They trust your brand as part of their community. This magic doesn't happen by dictating the corporate voice from a head office, but from empowering your locations to build customer community. Presented at MozCon Local 2016.

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Why does brand consistency
build trust?

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You build the brand.

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The customer responds
to your cues.

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What is it that makes
Starbucks Starbucks?

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Our mission: to inspire and
nurture the human spirit –
one person, one cup and one
neighborhood at a time.

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Trust.

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“I got the coffee I ordered!”

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Where to start?

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Collaboration is required.

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You need fast two-way
communication.

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How will your tools integrate
with that communication?

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But I don’t trust my stores!

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Start coaching.

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Get everyone involved.

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Show, don’t tell.

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Convert the holdouts.

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