How does a brand become trusted?
Many advertising agencies and the old media sales representatives will talk about the importance of brand advertising. They will produce a spiel that goes along that ‘it is necessary for a business to establish it’s brand in the market place. They will state that brand advertising is more important than direct response marketing.
Recently there has been a survey in Australia of the most trusted brands. The top brand was Australia Post. The second was Toyota with third going to Cadbury.
To my knowledge Australia Post and Toyota do not undertake brand advertising. They are always advertising and marketing a product or service. Toyota are always marketing a car; Australia Post are always advertising and marketing one of their services.
This seems to highlight the ploy that brand advertising is actually a waste of money and small business in particular need to be careful not to get caught in the trap of doing any marketing that would just purely be focussed on brand only.
The next important aspect of this is that these brands deliver on their promise.They inform their customers what they will be getting and then deliver it, consistently. It is this delivering on what they promise is the reason why these brands are the most trusted in Australia.
Obviously the big 4 banks do a lot of TV marketing, but because the belief is because they are not delivering on their promise, they do not make it into the top 10 most trusted brands in Australia.
This survey highlights the fact that a business must be focussed :-
- on delivering on its promise, delivering on its service and product in an exceptional consistent way
- if it does any marketing and advertising at all it must always be promoting a product or service, the brand development will follow from that.
Your brand will be trust not because of advertising but because you deliver on your promise.
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