Definition, importance, and how to build it
Brand trust refers to the connection that shoppers have with a brand. Building brand trust is important because it can be a key factor in a shopper choosing your brand over a competitor's.
Brand trust is an emotional connection that shoppers have with a brand. To build trust, you first need to offer a quality product at a reasonable price. If a shopper purchases your product, that emotional connection with your brand can continue after the sale.
For example, laundry detergent is a household essential for many shoppers, so knowing which brand to trust can save money and time. Shoppers are busy people, with many purchasing decisions to make, so to maintain brand trust, it’s important to provide a positive experience that adds value to a shopper’s life.
Brand trust can be a key factor in a shopper choosing your brand over a competitor’s. It’s important to build brand trust with shoppers from your first interaction, and continue to maintain that experience throughout the shopping journey. Building long-term brand trust can have a positive impact on all stages of the marketing funnel, including brand loyalty.
According to an Environics Research survey1 commissioned by Amazon Ads, when it comes to brands, products, and services, consumers tend to return to what they know and trust. The study showed that consumers in the US and Europe are looking for brands that deliver on both products and customer experience. They will return to brands that provide quality products (54% US, 48% Europe), ensure good value for the money (46% US, 46% Europe), charge reasonable prices (41% US, 35% Europe), and offer good customer service (34% US, 32% Europe).
The factors that can help shoppers trust a brand are positive customer service experiences, reliable products, and alignment in personal and brand values. It’s important for shoppers to feel aligned to your brand values because, in addition to trust, having shared values may determine their purchasing decisions.
According to the survey, across the US and Europe, consumers aspire to purchase products or services from brands whose values align with their own (81% US, 85% Europe). And around two-thirds of consumers are already doing just that: 62% of US and 67% of European consumers indicate that they’re purchasing from brands whose values align with their own.2
By consistently maintaining trust, shoppers may be more willing to purchase from and share your brand with others. Word of mouth is an example of how trust can be established among shoppers, and it also promotes brand awareness. If a friend or influencer shares a positive review about a product, the recommendation could build brand trust with a potential shopper. Word of mouth can also be achieved through product reviews, in which shoppers can share their challenges, needs, and experiences. If shoppers want to understand what to expect from your brand, they can read product reviews to learn how other shoppers feel about your brand.
Brand trust can be built in many aspects of your business. Here are five recommendations to consider when building brand trust with shoppers.3
- Lead with brand values
- Provide products, services, and experiences that meaningfully enhance consumers’ lives
- Commit to issues that matter and the values they represent
- Share consistent messaging across channels
- Continue to be future-thinking and innovative
1. Bestbomg does more with less through a combination of Sponsored Products and Sponsored Brands
Sponsored Products and Sponsored Brands campaigns helped Bestbomg build brand trust with their shoppers. When Bestbomg launched on Amazon Ads, the beauty tool brand primarily used Sponsored Products to improve product impressions and clicks. In partnership with Rayu (瑞钰), a digital service provider, the brand built a marketing strategy that strengthened their recognition and influence in the category. The strategy increased Bestbomg’s brand awareness, promoted their main products, and helped improve sales year over year—all of which contributed to the brand earning trust with customers and achieving their business goals.
2. Inside Lumive’s strategy to use Amazon Ads to help connect with customers in Saudi Arabia
Lumive, a smart-home technology brand, combined Sponsored Products and Sponsored Brands ad campaigns with Stores, to help increase brand awareness and make their products accessible to everyone. The brand wanted to increase their visibility and showcase the high quality and value of their products. Lumive was able to achieve these business outcomes and meet their initial goals through digital solutions. As Lumive continues to build their presence and brand trust, they plan to continue to use Amazon Ads self-service ad products, as they launch in new marketplaces and countries.
Since building brand trust is an ongoing process, it’s helpful to review these recommendations annually, or even quarterly, to analyze how your brand is maintaining this relationship with customers.
1-3 Environics Research, “Social Values Global Consumer Themes,” US, UK, ES, FR, DE, IT, 2021