[Trust in business 2] How to attain trust

Voice and power

When it comes to brands, consumers are smart and, with social media, they have been given a voice and power. They can tell instantly if a brand is not authentic. If it does not have the right intent or integrity, they won't trust that brand... simple as that.

Some companies still cut corners in order to deliver bottom-line profits. While financial results are what we are in business for, the way we achieve them needs to change.

Leaders these days need to care more - not just about their employees but about their customers, too. In business today, if your customers do not feel respected or cared for, they will simply go somewhere else. They can change to your competitor with just one click.

In my business experiences, both good and bad, I have learnt that this culture of care needs to start at the top and filter throughout the organisation.

What is entailed in caring?

Care entails listening, engaging, communicating and having empathy with your fellow workers and customers. It means understanding and putting their needs before your own. It also means rewarding employees and customers for a job well done, or for choosing you as their brand of choice.

A great example of this is "How can we help you?" from FNB. Through this question it not only rewards its own employees but also its clients. This culture began with its CEO Michael Jordaan (@michaeljordaan) and is recognised throughout the organisation.

I always explain to my workshop delegates how, through careless messaging, you could lose the trust you've built up over years - a brand nowadays is vulnerable because it can be affected by just one tweet. The ramifications can be severe, if not fatal.

Trust is no longer a 'nice-to-have' - it's an absolute must-have. Just look at the recent incident with the Ford/JWT ad in India, or the Frankie's issue with Woolworths a while ago.

Brand-appropriate behaviour

In today's world, brands need to behave according to their values and principles. These are not merely words to frame in your boardroom. These values and principles need to be acted on consistently and with integrity and, today, integrity is more than just being honest - it's about doing the right thing. It's about fair practice internally and externally.

A great example of this is the Chipotle chain of Mexican "fast casual" restaurants which 'live' according to its proposition of "food with integrity".

It applies this culture throughout its supply chain, caring about farmers who care about the land and the animals which are raised and treated with respect. This level of integrity then transcends to its customers. The results speak for themselves.

Motivator of trust

Results are not only the reason why we are in business, but also one of the greatest motivators of trust.

People want to work for and with people who have the competence and capability to deliver. This means people who set the vision, create the values and then act according to them consistently. People who take accountability not only for the good but also for the bad.

Results create a culture of pride and collaboration, whereby referrals are made and committed relationships are created - and, ultimately, trust is built.

For more:

• Bizcommunity: [Trust in business 1] It's all about trust by Ann Nurock