Does Your Brand Create Trust?

People have brands. Companies have brands, both for products and as an employer. Even countries have brands. So what is a brand?

According to Wikipedia: Brand is the identity of a specific product, service, or business. The word brand has continued to evolve to encompass identity – it affects the personality of a product, company or service.

Stephen Covey lists 4 Cores of Credibility for organizations:

  1. Integrity: Look at your Mission and Values Statements.
  2. Intent: Do your motives and principles build trust?
  3. Capabilities: Can you attract and retain talent?
  4. Results: Do your results create a shared vision?

Does brand matter? It absolutely matters!

Does trust matter? If your customers perceive your brand to be untrustworthy… you might as well close up shop! Sorry… there is just no easy way to say it.

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