How do you build trust?

You and I and the rest of the world are in the same business – trust building.

A couple who get married builds a relationship of trust (hopefully) while dating.   A manager must earn the trust of those she manages to successfully lead.  Parents teach their babies to trust that their needs will be met.

Trust is the foundation of all relationships regardless of type, personal, professional or business.   No trust, no relationship.  Period.

Why is it then that as business people we often overlook the importance of building trust when we set out to market our products and services?

We focus on measuring the page rank,  number of impressions, click-throughs, email registrations and followers that result from our efforts.   But in the process we often forget that people don’t buy just because they know about or have heard of  our brand or service.  Instead they ultimately buy from who they know, like and trust.  Regardless of what is being bought – a consulting service, cereal or a new cell phone.

A website, newsletter or radio commercial helps people know about the benefits and features of our product or service. But how do we move someone from know (awareness) to like and trust and who or what is responsible for it?   Is it our sales people, reputation, product demonstrations,  free consultations, or video on Youtube?

If we set out to create relationships of trust,  do we approach our marketing strategy, plans and communications differently then if we just focus just on selling our products and services?

I think so.  It is the essence of a brand.

What do you think?