Determining the drivers of brand trustworthiness

It’s important to determine the impact of brand trust on consumer behaviour in your category, as this is likely an indicator of brand choice. Forethought believes there are three stages to understanding brand trust – defining, measuring and implementing – guiding you on where to invest your efforts and achieve organisational change.

Defining
We conduct primary qualitative research and/or synthesis of existing knowledge to uncover a list of attributes hypothesised to influence brand trust in your category. A hypothesised list of drivers lies beneath each of these three key pillars:

  1. Capability: Whether I believe the organisation is able to look after my needs
  2. Benevolence: Whether I believe the organisation
    is on my side and trying to help me
  3. Character: Whether I believe the organisation
    acts ethically

Measuring
We then collect consumer ratings on trust attributes through an online quantitative survey, modelling the hierarchy of importance. This delivers clarity on the specific areas you need to focus on to improve trustworthiness.

Implementing
Once you have the benchmark performance on trust drivers, you can address these through communications and operational alignment, and begin to build brand trust in your category.

Outcomes

Uncover trust drivers and whether they differ by consumer group

Identify trusted brands in your category and your competitive positioning

Determine where to invest to build and maintain trust

Understand what can be credibly communicated

Align organisational change

Trust; Before Reconstruction Comes Deconstruction

THE EROSION OF TRUST: Surely THE HOTTEST topic in 2017 has been brands’ erosion of Consumer Trust.

Forethought has investigated Trust – considering the consequences to organisations of breaching or failing to achieve Trust – and how this impacts on the drivers of choice or purchase intention which flow into revenue, loyalty and market share. There is positive news for the Board, Exec, Marketers and Corp Affairs: the underpinnings of Trust, at a brand and category level, can be scientifically validated and analysed to clearly inform management action.