How Brand Purpose Impacts Consumer Trust

Before we dive into how purpose-driven brands impact customer trust, ask yourself: Can you trust the brands you know nothing about?

The rise of quick commerce tells us one thing: there are 10s of companies offering the same product online. For example, when you open Blinkit to find “milk”, you will see 6 different brands, using distinct packaging and pricing for the same amount of milk. Now, how do you decide which brand you want to buy from?

Among many brands, you are most likely to choose what you have ordered before. It’s probably because you have tried their products before and can trust them again. But if all the brands are fairly new to you, you will rely on customer reviews. Alternatively, you can find out about the brand through its social media channels or online presence. In the end, all it comes down to is TRUST!

In this article, we will see how brand purpose impacts customer trust and loyalty. We will help you understand why purpose-driven brands drive more customer engagement as opposed to those without a clear purpose.

Role of Trust in Business

Customers’ trust in the brand comes from confidence that the brand will deliver on what it has promised. The brands meeting customer expectations effectively through the quality of the services and products result in enhanced customer trust in the brand. 

Factors Influencing Customer Trust in Brands

Several factors impact brand trust which including cost quality ratio, quality of the services and products, third-party reviews on the brand, customer service, treatment towards employees, eco consciousness and consistent customer experience.

Customer trust is the only differentiation that exists between you and your competitor brand. If your brand doesn’t meet the expectations of the customers, they will switch brand loyalty and go to your competitor.

Gen Z population and younger customers are more particular in choosing the brands they trust. If the brands don’t live up to their expectations and hamper their positive experience, their loyalty goes to other brands offering similar products and services.

Branding Influences Customer Trust and Loyalty

Branding is not about creating a logo. You must have read it about 1000 times already. Every blog you read regarding branding begins with “What is branding?”. 

But do you Truly Understand What Branding is? 

Branding comes from consistency. For eg, delivering a consistent user experience, providing a feedback loop, maintaining product and service quality, maintaining an online presence and creating compelling visuals that deliver core messages. Digital marketing companies and brands do all of this while including a consistent logo and using brand-associated colours. 

How do Brands Maintain Consistency to Build Trust?

Brands can build trust by maintaining consistency. It is expected of brands to deliver a consistent experience and messaging to customers. It’s important so that customers are not confused regarding the brand image. Brands must build credibility by offering reliable services and products over time to their customers.

Brands Should Keep Communication With Customers Transparent

Brands can build trust with customers by keeping open communication channels. It includes keeping open communication and transparency about their practices on corporate responsibility, ethical sourcing and business operations. Brands that keep an open communication channel and feedback loop for customers invite more engagement. It helps them personalise their relationship with customers. It indicates that the brand cares deeply about customers’ opinions and thoughts.

All of these factors combined build up trust and help customers understand the brand’s purpose more clearly. Being transparent with such information earns customers’ trust and loyalty. For example, you must have noticed that recently, many organisations share the ESG risk ratings, carbon emission levels, sustainability measures, participation in corporate social responsibility, CSR and special programs for employees. 

Creating a Positive Image of the Brand in the Customer’s Mind Through Storytelling

Sharing insider brand details, storytelling, behind-the-scenes, and brand motivation helps them establish a positive image of the brand in the customer’s mind.

Customers can understand the brand’s value and perspective more clearly through storytelling. Sharing insider brand details transparently and behind the scenes helps brands maintain a positive relationship with their customers. 

To Sum Up

Brands cannot build customer loyalty and trust overnight, but with a sensible strategy, they can create a positive reputation. Through this, they can invite new customers and drive more conversions. Brands must first understand customer expectations by thoroughly understanding what their customers are looking for. They can build awareness for their products using a compelling marketing campaign.

To deliver a positive experience to customers, brands must keep open communication channels to learn about customer feedback, receive enquiries and deliver an optimum user experience. VerveBranding, a prominent logo design company in India, helps companies understand their target audience on a granular level.

Verve’s social media strategists and marketers can help you research how you appear to the market. If you are looking to promote your brand values, contact our team now to deliver a consistent experience to customers that contributes to building trust and loyalty.