In brands we trust

Published: 25/05/2016

Brand perception is a key driver of consumption. But where does it come from and what are the influencers?

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It seems that visceral triggers may drive our initial perceptions of a product or service. A taste, a look, or a feeling may determine our intent and potential loyalty to a brand, at least on the surface. The reality is more complex. Building brand trust is powered by more than superficial touch points.

There are a number of considerations that are both conscious and unconscious. These can be conditioned by the likes of a flavour or a colour, but ultimately brand loyalty is built on a customer’s holistic experience. Consider this in context of the next purchase you make that matters to you. What’s the service like, what’s the response like and what makes you want to purchase again? If these points don’t meet your expectations, you’re unlikely to purchase again, and worse, recommend the product. That’s the conscious level. On an unconscious level, that product’s marketing all of a sudden starts to disappear from view.

Does increasing reach drive better results?

What we know now with the shifting paradigm of how people consume, it’s easy to switch off a brand and not return. That’s why it’s critical that every customer interaction needs to leave them with a good feeling. Sometimes this means trying different approaches. Be honest, and don’t overplay the offer. That leads to people leaving you behind.

“Building brand trust is powered by more than superficial touch points.”

Great brands win at every point of the sales cycle. If loyalty is the holy grail, then ensuring that your business builds a relationship with your audience at every point is where the value ultimately lies for both sides.

Brands that Kiwis trust

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The top 10*, in no particular order: Whittaker’s, Dettol, Toyota, Sony, Panadol, Tip Top, Yates, Resene, Sleepyhead, Janola. There’s no room it seems for a Google, an Airbnb or an Uber with us just yet.

It’s interesting to note that we’re more aligned to pain relief and sugar rushes. Why do pain relief, plant food, disinfectant and junk food rate so highly in the collective conscious of New Zealanders? It appears that when we think of trust, we think of products that provide a sugar rush and in turn, the pain relief when you hit the ground again.

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