In this article, we’ll explore how brands can build resilience by cultivating trust during a time full of uncertainty. 

The COVID-19 pandemic has shifted the way we live our daily lives. Among the sea of brands online competing for attention, consumers are finding it hard to determine which brands to trust.

Consumers are holding on to their money. People are only willing to shell out their limited cash to what they deem as essential. They opt for brands that make them feel safe when they’re in a vulnerable situation.

The present customer journey is full of inconvenient experiences. Consumers are stuck in their homes and if they’re able to leave, their movement is limited. The question then, is not how can we profit from this, but how can we help?

A strong brand as a guide

A strong brand can guide you and your people. It can give you a clear system to make decisions, help your people feel valued, and give you a memorable identity that stands apart from the competition. 

It starts with the clear intention of the leader. It will not be strong unless the entire organization understands and embraces the brand vision

How can a strong brand help in driving business growth?

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Inspire Trust Through Design

The demand for essential goods and services is at an all-time high. As a result, there is an added pressure in packaging to not only deliver products but to deliver them with an added measure of security. Delivered goods, however, bring with them the concern of unintentional virus transfer. While the World Health Organization claims that there have been no confirmed cases of transmission through packaging, anxious customers are still cautious.

This not only goes for items packed for delivery but to everything that requires packaging.

Recent research from MIT indicates that there has been an increased willingness to try direct-to-consumer products or to shop at stores that offer delivery. The role of product packaging, especially during a pandemic, is pivotal. The lack of the physical experience of restaurants and stores transfers the responsibility of brand experience to that which we can see and hold. 

Investing in better packaging alleviates your consumers’ worries and positions your business as a trusted brand.

How can we create branding and packaging that inspires trust and credibility?

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Build Trust Through Communications

According to the 2019 report by Kantar Media, over 30% of consumers believe that all brand communication is advertising. 

Now more than ever, it’s easier to reach consumers through social media. It’s what you have to say and how you communicate that makes the most impact. Businesses in the F&B industry have been promoting contactless delivery to reassure concerned customers about safety procedures. Common phrases that one often sees online include “No Contact Delivery”, “Contactless Delivery”, and countless other iterations. 

When you anchor your brand communications on the human values of transparency and empathy, it gives consumers a sense of security and builds trust.

How can brands build a trust-based relationship with their customers?

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Building brand resilience to emerge stronger

Safety is a scarce resource in the new world. When a brand can give consumers a sincere and positive experience, it stands out. People will remember who helped them get through a difficult time. 

The feeling of assurance has never had a bigger impact and has never been more valued than now. In the 2020 Edelman Trust Barometer special report, 71% of consumers lose trust in a brand when they discern that it is putting profit over people.

A well-designed branding and online messaging can create a sense of credibility for the brand. Credibility builds trust, and trust strengthens the relationship between brand and consumer.

Bluethumb guides leaders and their people in building business resilience through branding. Start your journey now and overcome any crisis with a stronger brand. Learn more through our Brand Solutions.