Building Lasting Brand Trust in the Age of Distrust
Over the past several staff meetings, our team has had the opportunity to learn from Brandon Michael West and his series, Trust Funnels: Building Lasting Brand Trust in the Age of Distrust.
The series explored how businesses can build lasting trust through four key factors: competency, credibility, authenticity, and empathy. We also took a closer look at our own customer experience, CORE values, and the ways we can continue strengthening relationships with the people we serve.
Here are some of our biggest takeaways.
Competency: Clarity Wins
Customers want to know that you have the skills and expertise to solve their problems. Being clear about what you do, staying relevant, and finding ways to go a step above your competitors all help build confidence.
Our takeaway: Competency is the foundation of trust. Look for ways to communicate your expertise clearly and improve the customer experience.
Credibility: Let Your Customers Speak for You
“You are nothing more than what your customers say about you.”
Our team discussed how customer experiences shape a brand’s reputation and the importance of social proof, including testimonials, video testimonials, and case studies. We also talked about making sure our marketing promises match the experience we deliver.
Our takeaway: Authentic client stories and meaningful recognition can help build credibility. There is also an opportunity for us to continue developing more case studies to share our clients’ experiences.
Authenticity: Be All That You Say You Are
Don’t advertise what you can’t deliver.
We discussed brands that promise quality and service but fail to live up to those expectations. We also talked about how Chick-fil-A demonstrates consistency between its messaging and customer experience.
For our team, this conversation connected closely to our CORE values. It’s important that the values we communicate are the same values we live out every day.
Our takeaway: Authenticity means matching your message with your actions. Video and genuine storytelling can also help customers connect with the real people behind your business.
Empathy: People Remember How You Make Them Feel
When a business shows genuine care, customers are more likely to return and build positive relationships with that brand. Our team discussed the importance of responsiveness, staying calm during challenging situations, and putting ourselves in our clients’ shoes.
We also explored how cross-training and supporting our team helps ensure our clients continue to receive great service, even when things change behind the scenes.
Our takeaway: Small gestures, personal connections, and consistent communication go a long way. Empathy should be part of both our culture and our customer experience.
Trust Is Built Over Time
One of the biggest lessons from the series was that trust doesn’t end after the initial purchase or decision to work with a business. It continues through every interaction that follows.
Building lasting trust means:
Delivering on your promises.
Following up and staying connected.
Supporting your clients and team through the good and the bad.
Holding yourself accountable.
Looking for small ways to show care and appreciation.
At Fulling Management & Accounting, our CORE values are an important part of how we build trust with our clients and one another. This series reminded us that trust is not just a marketing strategy. It’s something we earn through consistency, authenticity, and the way we care for people.
Trust is built one interaction, one promise, and one relationship at a time.