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Brand Trust
The six drivers of trust
HuTrust is the copyright and trademark of Mext Consulting. Use of this intellectual...
As human beings, we inherently
understand the importance of trust
Image: http://www.flickr.com/photos/b-tal/2743418340
NIC...
From finance
Image: http://www.flickr.com/photos/adrianshort/2380109622
NICK BLACK
NICKBLACK.ORG
INTENSIONS.CO
MEXTCONSULT...
to friendship
Image: http://www.flickr.com/photos/rrrrred/3722396148
NICK BLACK
NICKBLACK.ORG
INTENSIONS.CO
MEXTCONSULTING...
and even the contents of our food
Image: http://www.flickr.com/photos/kfergos/3557180375
NICK BLACK
NICKBLACK.ORG
INTENSIO...
We rely on trust
everyday, like
oil in the engine
of our lives
NICK BLACK
NICKBLACK.ORG
INTENSIONS.CO
MEXTCONSULTING.COM
H...
“You can have all the facts and figures, all the
supporting evidence, all the endorsement that you
want, but if at the end...
Trust may seem
warm and fuzzy
NICK BLACK
NICKBLACK.ORG
INTENSIONS.CO
MEXTCONSULTING.COM
HUTRUST.COM
But it delivers cold, hard results for
businesses & brands
Image: http://www.flickr.com/photos/carbonnyc/3302521928
NICK B...
In January 2009, we completed a study into the
benefits & drivers of trust using HuTrust
The study surveyed 1000 North Ame...
Our study found that when people
trust a brand…
NICK BLACK
NICKBLACK.ORG
INTENSIONS.CO
MEXTCONSULTING.COM
HUTRUST.COM
83%
…will recommend it
to other people
NICK BLACK
NICKBLACK.ORG
INTENSIONS.CO
MEXTCONSULTING.COM
HUTRUST.COM
82%
…will use its
products
& services
frequently
Image: http://www.flickr.com/photos/suttonhoo22/2703844098
NICK BLACK
NIC...
PHOTO: http://www.flickr.com/photos/suttonhoo22/2703844098
78%
…will look to it first for
the things they want
NICK BLACK
...
78%
…will give its
new products
and services
a chance
Image: http://www.flickr.com/photos/zachklein/34624533
NICK BLACK
NI...
50%
…will pay more for
its products and services
NICK BLACK
NICKBLACK.ORG
INTENSIONS.CO
MEXTCONSULTING.COM
HUTRUST.COM
47%
…believe it’ll
inform them
about products
and services
they’ll like
Image: http://www.flickr.com/photos/shiftyeyes/283...
In effect,
if you want people to:
 Buy more
 Try more, and
 Pay more
then harnessing
brand trust
is the key
Image: http...
Question: So if harnessing trust is the key
to people buying, trying and paying more
for a product or service, how do you ...
2
Answer: Through our research, we
confirmed six drivers of trust
in businesses & brands
NICK BLACK
NICKBLACK.ORG
INTENSIO...
/
Trust Driver 1:
Stability
…a brand
must have a
foundation
or stability
in order to
be trusted
Image: http://www.flickr.c...
Trust Driver 2:
Innovation
…a brand
must continue
to develop
& innovate
in order to
be trusted
Image: http://www.flickr.co...
Trust Driver 3:
Relationship
…a brand
must provide a
relationship
in order to
be trusted
Image: http://www.flickr.com/phot...
Trust Driver 4:
Benefit
…a brand
must deliver
practical value
in order to
be trusted
Image: http://www.flickr.com/photos/h...
Image: http://www.flickr.com/photos/la_bretagne_a_paris/2149646465
Trust Driver 5:
Vision
…a brand
must have a
guiding
vis...
Trust Driver 6:
Competence
…a brand
must have
competence
in order to
be trusted
Image: http://www.flickr.com/photos/jeezny...
Through our research we’ve found that
all six drivers are equally
correlated with brand trust…
Trust Driver Weighted Avera...
2
But no single driver
can harness trust
by itself,
NICK BLACK
NICKBLACK.ORG
INTENSIONS.CO
MEXTCONSULTING.COM
HUTRUST.COM
because they all
work together
like parts of an
engine
NICK BLACK
NICKBLACK.ORG
INTENSIONS.CO
MEXTCONSULTING.COM
HUTRUST.C...
Question: So how can you start harnessing
trust in your business or brand?
NICK BLACK
NICKBLACK.ORG
INTENSIONS.CO
MEXTCONS...
Step 1: Establish your metrics
(What is the strength of your trust drivers?)
NICK BLACK
NICKBLACK.ORG
INTENSIONS.CO
MEXTCO...
For Example:
If your brand is lacking in
stability, continuing to
emphasize new products
may not harness trust
Image: http...
Step 2: Define your trust drivers
(What is your brand actually trusted for?)
NICK BLACK
NICKBLACK.ORG
INTENSIONS.CO
MEXTCO...
For Example:
What type of vision is
attractive and
engaging for your
customers, consumers,
employees and analysts?
Image: ...
Step 3: Refine your tactics
(Use every process & program to build trust)
NICK BLACK
NICKBLACK.ORG
INTENSIONS.CO
MEXTCONSUL...
For Example:
If your relationship
involves nurturing, then
your service should
reflect this
Image: http://www.flickr.com/p...
As human beings we inherently
understand the importance of trust
As human creations, brands & businesses
need to understan...
Because trust is like
oil in the engine
of our lives,
NICK BLACK
NICKBLACK.ORG
INTENSIONS.CO
MEXTCONSULTING.COM
HUTRUST.COM
and the key to people buying,
trying and paying more
for your products & services
Image: http://www.flickr.com/photos/bren...
Mext Consulting
email: stefan.grafe@mextconsulting.com
web: www.mextconsulting.com
web: www.hutrust.com
Intensions Consult...
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83% …will recommend it to Brand Trust: The Six Drivers of Trust

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83%
…will recommend it
to other people
NICK BLACK
NICKBLACK.ORG
INTENSIONS.CO
MEXTCONSULTING.COM
HUTRUST.COM

Published in: Marketing, Technology
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