How to build brand trust
In an era of misinformation and overwhelming choice, brand trust has never been more important
Picture the world’s most valuable brands, and names like Apple, Amazon, Google and Disney probably come to mind. These globally recognisable brands may sell different products or services, but they all have one thing in common: they’ve earned and kept consumer trust.
In today’s world of misinformation and overwhelming choice, brand trust has never been more important.
Modern consumers are sharper and more sceptical than ever. Bombarded by thousands of marketing messages each day – and acutely aware of the risks of greenwashing, scams, hidden fees, or algorithmic manipulation – they’re quick to spot the disconnect between what a brand says and what it actually does.
As a result, brand trust is no longer a given; it must be earned – and when it is, it can become a powerful differentiator.
So how can businesses build brand trust?
“Highly trusted brands consistently deliver exactly what customers expect,” says Michele Levine, CEO of Roy Morgan, which carries out an annual study on brand trust. In Australia, hardware giant Bunnings is currently ranked as Australia's most trusted brand, followed by Aldi, Kmart, Toyota and Australia Post.
“Customers value clarity and predictability — no hidden surprises, no tricks. Brands like Bunnings, Aldi and Kmart avoid complicated or confusing promotions, instead emphasising simplicity, transparency, and genuine customer care.”
Be transparent
“Transparency is fundamental,” says Levine. For businesses this means clearly communicating everyday details such as delivery times and return processes, so that consumers can make informed choices. It could also involve being transparent on more far-reaching issues such as sustainability and the use of AI.
Brands that are open about their decisions, particularly when facing challenges, ensure customers feel valued and respected.
“For example, when Bunnings encountered potential concerns over facial-recognition technology, the company’s quick, transparent and open response helped it successfully manage the situation,” says Levine. “Such proactive transparency is powerful in building and maintaining consumer trust.”
Offer social proof
When assessing the trustworthiness of a brand, many consumers will do their own research and search for third-party validation. Product or service reviews, case studies, user-generated content, awards and media coverage are all powerful ways to strengthen brand trust.
Social media is an integral part of the brand trust jigsaw. It facilitates direct engagement with customers and allows you to build a two-way relationship with your audience. It also means you can respond to feedback quickly and repost positive reviews and testimonials.
“Social media allows brands to shape their own narrative and messaging,” says Dr Louise Grimmer, associate professor of marketing, University of Tasmania.
"Social media allows brands to shape their own narrative and messaging."
“This can mean there is greater transparency for consumers. You might worry that social media will open you up to customer complaints, but this is an opportunity for a brand to turn a negative experience into a chance to exhibit exceptional customer service in solving problems."
Levine adds that customer reviews – whether they’re posted to social media or showcased on your website – are a particularly powerful form of social proof. “Customer reviews are critical because trust stems from authentic, real-world experiences.”
Be responsive
When customers can’t contact a brand, it doesn’t just frustrate them – it also undermines brand trust.
“Brands that make an investment in customer service will be those that earn greater trust from customers,” says Grimmer.
Chatbots can often be helpful depending on the product or service, and live customer support tools are increasing in popularity. But there’s no doubt that some customers just want a phone number or an email contact.
“And they want timely replies and answers,” adds Grimmer. “Some brands do this really well, and reap the rewards. If all other things are equal, customers will be drawn to brands that treat them well.”
Keep listening to your customers
Once you have created customer confidence in your goods or services, you might feel that it’s time to step back and enjoy the rewards that come with it. But brand trust must be maintained.
“Trust is built steadily over time but can vanish very quickly,” says Levine. We’ve seen high-profile examples of brands rapidly losing trust following unexpected challenges or failures to meet evolving customer expectations.”
Australia’s major supermarkets, for example, achieved high levels of trust at the height of the COVID-19 lockdowns as a result of strong community engagement. However, as inflation and the cost-of-living crisis intensified, customers grew frustrated with rising prices and profit announcements, and distrust soared.
“This rapid shift from trust to distrust highlights the fragility of reputation,” says Levine. “Maintaining trust requires brands to remain highly attuned to changing consumer sentiment, adapt quickly, and remain consistently responsive.”
Be consistent
Every touchpoint with your target audience, from marketing campaigns to in-store events, serves as an opportunity to reinforce your brand identity. By ensuring that your messaging is consistent, you’ll convey the message that you are ‘showing up’ in a consistent way.
“Achieving and maintaining trust is challenging, demanding continuous effort, genuine engagement, and relentless consistency,” says Levine.
Customers want predictability, and they like long-term relationships, so the investment in consistency isn’t just worthwhile, it’s essential.
“‘Trust’ is a little different from being a ‘favourite’ or ‘preferred’ brand,” says Grimmer. “Consumers consider a brand or organisation to be trusted, when it consistently does exactly what it says it will.”
Make customer privacy a priority
After quality and price, data privacy is the third most important factor when choosing a product or service, according to the latest privacy survey from the Office of the Australian Information Commissioner (OAIC).
“Privacy has always been important, but the stakes associated with protecting consumer data have risen dramatically,” says Levine. “Over the past decade, the public has become far less forgiving of data breaches, and expectations around privacy have intensified.
“Brands now face immediate and severe reputational consequences if they fail to manage data responsibly; it’s central to brand trust — and survival."
Want to build stronger brand trust?
Ensure your operational policies, such as deliveries and returns, are clearly communicated on your website.
Consider publishing your stance on topics such as artificial intelligence or sustainability.
Collect and showcase product or service reviews on your website and social media channels.
Boost brand visibility and trust by seeking out positive media coverage or participating in awards, for example.
Create a clear and open communication channel for customers to resolve issues or ask questions.
Ensure your brand is consistent across all channels, from social media to your website.
Establish a strong data governance strategy to preserve customer privacy.
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