The Role of Transparency &

Authenticity in Building a Trusted Brand

Alison Hadden, Head of Brand Strategy

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The Role of Transparency & Authenticity in Building a Trusted Brand

Alison HaddenHead of Brand Strategy

Glassdoor

If a brand is defined by the place it holds in the heart, mind, and wallet of its customers, trust is the currency exchanged at the core of this relationship. Gain trust with your customers and brand loyalty is yours. Lose it and you’re forced into a transactional relationship that turns your brand into yet another commodity.

Now, new digital technologies and the emergence of the sharing economy have brought transparency and authenticity to the forefront of the conversation around brand health and the development of a trusted brand.

Learn how legacy and newcomer brands are quickly establishing trust with consumers and its impact on brand health, awareness, and business performance.

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Two thirds felt deceived upon realizing that an article or

video was sponsored by a brand

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is evaporating

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Trust has declined across nearly every business sector

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Trust levels in business decreased in 16 of 27 countries

CEO credibility is at an all-time low

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60% distrust the media

and online search engines are now the first place people go for news

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32% of senior executives say building trust is one of their

biggest challenges, second only to expansion and top line growth

over the next 1-2 yrs.Global Consumer Top of Mind Survey, KPMG 2015

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How can brands begin to rebuild credibility with consumers?

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16 Key Attributes to Building Trust

We Have No Choice But To Adapt!

&Authenticity

“Brands earn trust by being authentic, and by being seen

as authentic.” - Robert Wolcott, Professor of Entrepreneurship &

Innovation at the Kellogg School of Management

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Consumers

Employees ExecutivesWelcome the new members of your brand

team

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What people say

Online reviews

Online search results

News sources

Company website

Awards and rankings

Company leader comms

Advertising

Social networks

88%

83%

81%

79%

74%

63%

59%

56%

49%The Company Behind the Brand, Weber Shandwick, 2012

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Peer Reviews Are Still #1

Other people’s experienceis my evidence

Innovation and the Earned Brand, Edelman, 2015

75% say they turn to the peer voice for purchase

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Employees Rank Among Most Trusted Influencers

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Executives Have Tremendous Power, Too

The Company Behind the Brand, Weber Shandwick, 2012

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Trust is critical…you can’t ‘hire’ true brand ambassadors, you must ‘earn’ them.

“6 Ways to Turn Customers into Brand Ambassadors”, Chief Outsiders, 2014

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Consumers

Employees ExecutivesThese are your most influential Brand

Ambassadors

Today’s most trustworthy brands have created relationships with consumers through experiences that trigger a visceral response.

“”

“Secrets of 10 Most Trusted Brands”, Entrepreneur, 2012

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Forge connections with your consumersMyStarbucksIdea.com

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Engage with them, where they are

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Be transparent

#EsuranceSave30

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Actively listen and engage

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And not just the good stuff…

Responding to feedback (especially critical feedback) improves perception of the product, brand, and seller – and more than doubles purchase intent

among those who read negative reviews.

Bazaarvoice, June 2014

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Consumers

Employees ExecutivesThese are your most influential Brand

Ambassadors

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Seek to understand your employees first

Most of what makes Google’s culture work is free! People look for meaning in their work… Mission. Transparency. Voice. These three components of our culture create a virtuous cycle of attraction, community, engagement & innovation.

Laszlo Bock SVP People Operations at Google

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Ask for feedback

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Ask for feedback

#SalesforceOOO

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Promote your commitment to transparency

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Empower them to share their experience

#SalesforceOOO

Weber Shandwick 2014 Survey

Employees with socially-encouraging employers are 24% more likely to help boost sales than employees

whose employers aren¹t socially encouraging.

Empower them to share their experience

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Consumers

Employees ExecutivesThese are your most influential Brand

Ambassadors

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Let consumers & employees get to know you

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Know what you stand for and don’t compromise

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Don’t be afraid to share your true self

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Engage with employees in an authentic way

8 out of 10 people are more likely to trust and buy from an

organization whose chief executive and leadership team

use social media.MBA Online, 2014

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Trust can be rebuilt Transparency & Authenticity are critical Empower your people to be the voice of your

brand

Questions? Please reach out!

Alison Hadden, Head of Brand Strategy

alison@glassdoor.com

@alisonhadden