To be successful in B2B, your company needs to build longstanding, positive relationships with customers. And, those relationships depend on trust. Each year at Sagefrog, we compile a Top Trusted Brands Report by simply asking B2B customers: what brands do you trust?
We’ve made many important discoveries as we’ve compiled these reports.
We’ve learned that certain companies simply receive higher trust scores because of their industry; shipping companies like UPS and FedEx can always be found near the top. We’ve also learned that even when a company outperforms its rivals, public relations issues can severely deplete customers’ trust in a brand; Amazon’s steep fall in the ranks from 2018 to 2019 was a prime example.
From this year’s report, we discovered that the tactics brands use to build trust change with the times: when a new medium or format grows in prominence, early adopters tend to reap the rewards. Though the tactics the brands use change, there are still five crucial components that make up a trusted brand.
The five components of brand trust are:
- Unified and consistent brand materials
- A personal approach to content
- A strong public relations presence
- The right marketing tactics
- The best media to use those tactics
Download this checklist to see how you can secure those building blocks to brand trust.