Trust is the most powerful and valuable asset a company has. It directly influences customer loyalty, brand perception and overall business success. With trust, your customers don’t question whether you’ll deliver on your promises — they simply expect you to.
Brand trust and brand value depend on each other. Trust is the essential component of a brand’s value. Brands that prove their worth inspire customers to trust them even more. Trust and value correlate to hard business metrics, such as repeat purchase rates, price premiums and customer loyalty.
Trust is earned, not bought
Trust takes years to build — but only a moment to lose. Brands can get awareness quickly through advertising campaigns and distribution partnerships. They can only earn trust by consistently demonstrating value and fulfilling the brand’s promise.
It is not just about maintaining high product quality and performance standards. To enjoy the trust of consumers, your brand must prove three things.
1. You keep your promises
A fulfilled promise is the cornerstone of brand trust. When customers trust that you will deliver, they reciprocate with loyalty. Campaigns that made and fulfilled a specific promise achieved a 45% increase in market penetration and a 27% increase in market share, per a World Advertising Research Centre (WARC) study. (Campaigns that took a different route managed only 38% and 17% gains in market penetration and share, respectively.)
For example, Amazon’s customer promise is fast, reliable service with a customer-first focus. Amazon’s two-day or same-day delivery (through Prime), easy returns and customer-centric policies show that they prioritize delivering on their promise of convenience and efficiency. Their reputation for quickly resolving issues and refunds strengthens their brand’s trustworthiness. Conversely, in this age of instant communication, a brand that fails to live up to its promises risks immediate backlash and erosion of trust.
To build lasting relationships, adopt a customer-centric approach that meets clients’ evolving needs with precision and reliability. Trust grows from:
- Successful project delivery.
- Transparent communication.
- Ethical practices.
- A deep understanding of each customer’s unique challenges and goals.
Dig deeper: Why brand trust is declining and how marketers can earn it back
2. You have purpose and authenticity
Consumers connect emotionally with the brands they trust. You create that connection by:
- Embracing and staying true to a purpose.
- Demonstrating authenticity.
- Showing empathy for their customers and communities.
True purpose is not a marketing statement or greenwashing tactic. It’s the reason a brand exists. When businesses live their purpose, it inspires trust in their brands.
Purpose and performance go hand in hand. Think of Patagonia donating time, services, and money to “save our home planet.” Or Tony’s Chocolonely working to fix inhumane conditions in growing and cultivating cocoa.
Like purpose, a brand’s authenticity deepens its bond with consumers. Authentic brands are transparent and honest, quick to own up to their mistakes and practice voluntary disclosure.
A great example is NVIDIA, which, after the DeepSeek announcement, put out a mature and open response explaining why the company was still relevant. As a result, the company’s stock recovered from its 14% single-day drop with an 8% rebound.
NVIDIA was upfront about the situation and provided a detailed explanation of the challenges surrounding the DeepSeek announcement. Instead of hiding behind vague statements or trying to shift the blame, the company addressed the issue head-on, which told stakeholders and consumers the company was in control and focused on moving forward.
3. You are ‘there’ for the customer
CMB’s 2025 Brand Trust report (registration required) highlights the principal factors contributing to brand trust in addition to transparency and integrity:
- Dependability.
- Being customer-first.
- Responsiveness.
- Relevance.
Customers express their trust in brands that are always there for them by praising those that:
- Consistently create products that are helpful and worthwhile.
- Make them feel special and cared for.
- Have people who can walk them through new products and services.
Customers who trust a brand are more likely to become repeat buyers. The deeper emotional connection leads to long-term relationships. They become customers who stick with the brand even when cheaper alternatives are available.
Trust as a strategic imperative
Marketers aim to increase brand awareness and grow brand value — the price the brand could command if sold. Brand value depends on perception, customer loyalty and market position. Companies can enhance it by:
- Building awareness through ambassadorships that reinforce the brand’s purpose and values
- Consistently delivering excellent customer experiences.
However, while striving to boost value, organizations must stay committed to preserving brand trust by keeping promises, demonstrating authenticity and purpose and putting customer needs at the center of every decision.
Dig deeper: How to build consumer trust in the age of AI
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