The idea of trust being one of honesty and consistency between what you say your product is, does or will do and what it actually is, does or will do. Easy enough right?
So let's carry that through a bit. Let's say you are a non-profit organization. One that purports to do something good around the world. On some level it doesn't really matter what that is at this point. The assumption is that it could be clean drinking water, or cultural preservation or whatever. Or, let's assume that you own a somewhat successful retail electronics store chain. It doesn't matter. The idea is, you can't tell me you have great products, if they are ultimately not so good.
Even if they don't suck, if you tell me they are great products I will expect great products. If you tell me they are good prices I will expect the prices to be good—I may not worry so much or expect the quality to be good. Figure out what your brand is about then build it.
As you can see, the best brands will consider marketing. Being a brand developer I think the world revolves around branding. Unfortunately, if you develop a good brand, one that is honest and could build trust, it may not ever matter if you don't understand what your audience wants.
Marketing is that piece. Marketing is understanding what your audience wants and delivering it to them in that way. Brand, especially a brand that is conceived in completeness, is a significant element of that.
What does that mean? Well, if you're a good brand developer you'll understand and desire that you have good marketing, specifically good marketing research to know what matters to your audience. With that, your brand can become even more focused and more signfiicant to those who would use or support your product or services.
One Step Closer,
Sean Stark
Brand Developer
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