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Brand Loyalty. Building A Business People Trust

“Trust is the glue of life. It’s the most essential ingredient in effective communication. It’s the foundational principle that holds all relationships”.  Stephen Covey

Last month I attended the first ever UK Trust conference in London. The event hosted a range of speakers from successful entrepreneurs to global company directors with Stephen MR Covey ( the son of well known author Stephen Covey ) being the event’s keynote speaker.

The key topic being covered was ‘How to use trust and flow in your business to increase loyalty and profits’.

When you think about our current economic climate, from the recession to bank charges and PPI scandal, it’s not hard to see why this topic has become a big talking point for many business owners. In the 8 years I’ve been in business I’ve come understand just how important trust is to building client relationships and our loyal client base.

There have been many stories about big brands whose businesses have taken a nose dive, or who had to take big financial hits when a product or campaign mislead consumers or failed to deliver the promise they claimed.

The birth of social media has made it a lot harder for businesses and brands to hide from their mistakes or responsibilities. With so much competition brands have come to realise how valuable a loyal customer base is to creating a sustainable and profitable business.

With so much great content covered by the speakers at the Trust Conference, I thought I’d share some of the key takeaways I got from the event;

Talk straight
This about being transparent, declaring your intent, being open and honest about what you can do and what will be done by others. It’s about using simple language E.G cutting out the industry fluff or *BS*.

Keep commitment;
Business commitment or a service commitment – If you create a Brand promise make sure you deliver on that promise.

Right wrongs; 
If a customer is unhappy be quick to put things right. This is often hard, as it means holding your hands up when you’ve made a mistake. It’s about taking responsibility for your part. You never know who this customer knows!

Listen first; 
Be 100% in the room. This is about really listening to what your clients or customers are saying, the more you listen, the more you’ll be able to hear their challenges and create the right solutions. Creative people often find this difficult as ideas can come spontaneously which means we can often jump in too early.

Over the years we’ve learnt to hang back and let our clients and customers speak. This has lead to us being able to ask better questions and to get to the heart of what they are really trying to achieve.

Inspire Trust ( Love this one! )
Speak about people as though they are in the room, it’s about playing it forward. I think this is especially important for people in leadership and management roles, when you want to create trust within a team or staff.

Whether in your personal or business life, there is no getting away from the fact that when it comes to building loyalty within your brand and business trust is a central part and the more trust their is the greater the rewards personally and financially.

How important is brand loyalty in your own business? We’d love to hear what you think or maybe you have a story to tell? Head over to our Facebook page and share comments…

Have a great month :-)
Debbie Evran


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