Does Your Brand Have a Trust Problem?
Most brands don’t have a trust problem, they have an awareness problem.
Consumers can’t trust what they don’t recognize, and they won’t buy what feels unfamiliar. This is even more important the higher the price point. We talk about this is Consumers Have Anxiety where we say the higher the price point, the higher the anxiety. That’s why you would never buy a car from a brand you’ve never heard of. We also talk about omnipresent marketing strategy: be everywhere, at all times, to everyone.
Trust isn’t built through clever slogans or one-off campaigns; it’s built through consistent presence in the places your buyers already pay attention.
Before anyone believes in your product, they need to know you exist, and they need to see you often enough that choosing you feels natural, safe, and obvious.
Conversation with a CEO
Marketer: “Consumers don’t buy products they don’t know and trust.”
CEO: “Okay… so how do we become known and trusted?”
Marketer: “People trust what they see often, and ignore what they rarely see.”
CEO: “You’re saying, the more people who see our name, logo, and products, the more they trust us?”
Marketer: “Yes.”
CEO: “So, you’re talking about running ads?”
Marketer: “Not necessarily. We must first understand your consumer, what they value, what problems they need solving, how to position our solution among our competition (i.e. Good, Better, Best), what are the various Category Entry Points (i.e. identify the situations, moments, and triggers where people become buyers), messaging / value prop, what they’re willing to pay to solve that problem, identify your buyers’ sources of influence: media, personalities, websites, etc. (i.e. channel strategy), determine your budget, resources, and timeline, and define how success is measured.”
CEO: “How long will that take, and how much will it cost?”
Marketer: “First we validate, then we amplify. In other words, we start small, find what earns attention, then scale.”
CEO: “Like pouring gas on a flame?”
Marketer: “Exactly.”
1. Clear definition of the target buyer (segmentation)
Define who they are and what they value.
- Who is the primary customer?
- Who is the secondary?
- What jobs are they hiring your product to do?
Identify who your buyer truly is and which segment matters most.
2. Category entry points (CEPs)
This is essential to building brand recall.
- When do people think about buying?
- Where are they?
- What triggers the need?
Identify the situations, moments, and triggers where people become buyers.
3. Competitive advantage / differentiation
Positioning often comes down to Good, Better, Best, which one are you?
- Why should anyone choose you?
- What makes you meaningfully different?
Clarify your defensible difference so buyers know why you matter.
4. Messaging hierarchy / value proposition
How will you communicate your advantage?
- Core message
- Supporting messages
- Proof points
Craft the message that will resonate and repeat in the customer’s mind.
5. Channel strategy
Once you know who, what, why, and when, you need to define where.
- Organic channels
- Paid channels
- Partnership channels
- Retail channels (if applicable)
- Community / experiential
Determine where your buyers already pay attention, and meet them there.
6. Proof, confidence, and measurement
How will you know you’re winning?
- KPIs
- Leading/lagging indicators
- Testing plan
Define how success is measured so you can optimize with confidence.
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