Keys to a Trusted Brand
Forbes recently asked nearly 25,000 consumers which companies they trust and admire. Johnson & Johnson made the top spot, followed by Walt Disney and United Parcel Service.
What’s the connection between a company that makes baby products, an entertainment giant, and a company that delivers packages? Each has a direct and positive connection to its consumers and their families. Each has earned the trust of the markets they serve. Beyond a positive connotation, these brands hold a promise of consistency – of truth. Disney doesn’t disappoint. J&J products are worthy of our trust. UPS delivers on time, with a smile.
It will be interesting to watch if and how badly the J&J brand will suffer from the recall of its children’s products, including the popular Children’s Tylenol. J&J recovered fairly quickly from the infamous 1982 Tylenol tampering, albeit with different circumstances during that crisis. This time might be different. Consumers have already had their confidence shaken by former brand icon Toyota and are currently watching BP with an eagle eye to see how that company shoulders its responsibility in the gulf oil leak crisis.
The keys to earning and keeping brand trust are pretty simple – at least in theory. Be honest. Act with integrity. Promise only what you can deliver. Apologize when you mess up. Take responsibility for your actions. Everything we should have learned in kindergarten, right?
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