Download: MP3 (46.8 MB)

As hard as you may try, it’s impossible to please everyone that comes across your brand. Many people will love what you’re about, and some people will not resonate with it.

Of course, there will always be people who don’t trust or like you. Trying to convert those people is often a misuse of energy, so it’s typically more constructive to work on building trust between you and your actual target audience.

Building a brand is ultimately about building trust. When people trust you, they are more likely to stick around, both as a customer and an advocate.

But what happens when that trust is broken?

Broken trust and negative perception can come anytime and from anywhere, and it pays to be prepared for it. On today’s show we’ll be talking about how to prepare for the unknown and ways to show and prove to your customers that they can trust you again.

Highlights, Takeaways, Quick Wins
  • Trust is the key. If you don’t have trust, you don’t have anything.
  • When you lose trust, you must act to regain it. Even if the other party never trusts you again, you’ve at least done what you can to right the relationship.
  • Be as public and transparent as necessary. Some things can be taken care of in private, others need a swift public response.
  • Have plans in place for what to do when things go wrong. At some point you’ll need to deal with issues, so make sure you have the basic structure of a response ready.
  • Trust is slowly gained and quickly lost. Do as much as you’re reasonably able to rebuild lost trust.
  • When you demonstrate that you put your customers before your company, you become a more trustable brand.