What 86% of consumers really want from your brand

The air felt charged, though no one had raised their voice.

“I’ve been getting tons of complaints,” my mentor said, his words deliberate, measured.

Across the table, my colleague leaned back in his chair, tilting his head slightly as if weighing the weight of the claim. Then, with an even tone that betrayed no hint of defensiveness, he asked, “Name names.”

The question was simple, direct, but it cut through the tension like a scalpel.

My mentor hesitated - a rare pause for someone who rarely stumbled over words. “At least three people,” he finally said.

“Which three?” my colleague asked again, his calm now carrying a sharp edge. “Because only 3 people collaborate on these presentations - and 2 of them are me and Tia.”

My name dropped into the silence like a stone into still water, ripples spreading across the room. I froze for a second, sensing the focus shifting, but my colleague wasn’t done.

“And I know it’s not Tia,” he continued, his voice firm but calm. “Because Tia doesn’t do ambiguity. If there was a problem, she wouldn’t wait for it to surface here. She’d tell me. Directly. Like she always does.”

For a moment, I wasn’t sure how to feel. Flattered, yes - but also exposed, in a way. It wasn’t just my reputation for directness being defended; it was my entire approach to relationships.

I thought back to all the moments I’d chosen honesty over ease.

The times I’d addressed issues head-on, even when it would’ve been simpler to stay silent. It wasn’t always comfortable, but I’d learned something along the way: silence leaves room for assumptions, and assumptions erode trust.

That day, the focus wasn’t really on the confrontation unfolding in front of me. It was on the clarity that comes from directness and the cracks that form in its absence. I hadn’t realized how much weight that clarity carried - not until it was used to dispel uncertainty in a room that needed it.

The conversation moved on, but I couldn’t stop thinking about the unspoken lesson.

Clarity isn’t just a tool; it’s a responsibility. When you remove the guessing, you don’t just make things easier - you make them better. You create trust, not just in what you say, but in the fact that you’ll say what actually needs to be said, it when it matters.

Did you know that 86% of consumers say authenticity is a key factor in deciding which brands they support, and 57% will stop engaging entirely if they feel a brand’s messaging is inconsistent?

When brand trust is lost, it’s rarely because of one massive failure. More often, it’s death by a thousand paper cuts: tone-deaf campaigns, promises that don’t align with actions, or a disconnect between what a brand says and how it shows up.

Building an/or rebuilding trust isn’t about sweeping gestures. It’s about creating a clear, consistent presence that proves - over time - that you’re the same brand they once believed in.

To do that, you need two things: authenticity and consistency.

Authenticity ensures that your audience recognizes your voice as real and relatable. Consistency guarantees that voice doesn’t waver - across campaigns, platforms, or time. Together, they form the backbone of a trust-(re)building strategy that works.

Here’s my T.R.U.S.T. Method to help you build trust through authentic and consistent messaging:

• T - Tell the Truth, Even When It’s Hard
  Be transparent about past missteps or inconsistencies. Acknowledge where things went wrong and outline how you’re making changes. Trust begins where excuses end.

• R - Reflect Your Audience’s Values
  Revisit your audience’s core needs and aspirations. Your messaging should not only align with your brand but also resonate with their emotions, challenges, and desires.

• U - Use One Voice Everywhere
  Create a messaging framework that ensures consistency across platforms. Whether it’s an email, a tweet, or a product description, your tone and messaging should feel like it’s coming from the same place.

• S - Simplify Your Messaging
  Avoid overpromising or complicating your communications. Clear, straightforward messaging rebuilds confidence faster than complex, jargon-filled explanations.

• T - Track and Adapt
  Measure how your audience responds. Are they re-engaging? Are you seeing increased loyalty? Use feedback to refine and reinforce your approach.

Why This Works

Trust is a fragile thing, but it thrives in clarity and action. By committing to transparency, aligning with your audience’s values, and maintaining consistency, you don’t just regain trust - you solidify it.

When your messaging feels authentic and reliable, your audience stops looking for cracks and starts leaning in. They recognize that you’re not just selling them something - you’re showing up as someone they can believe in.

Here’s What You’ll Get Out of It

• Restored Confidence: Your audience will feel reassured that you understand them and are aligned with their needs.

• Stronger Connections: Authentic, value-driven messaging deepens loyalty and strengthens relationships.

• Sustainable Growth: Consistency builds trust over time, creating a foundation for long-term success.

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“Trust isn’t gained through grand gestures - it’s built one authentic, consistent message at a time.”

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Your Turn

Think about how you’ve shown up for your audience recently. Take a moment to reflect on these key areas:

1. Identify Gaps

   • Have there been moments where your messaging felt inconsistent?

   • Did you make promises that didn’t fully align with what you delivered?

2. Revisit Your Core Values

   • What does your brand stand for, and how are you reflecting that in your messaging?

   • Are there disconnects between what you say and how you show up?

3. Audit Your Platforms

   • Review your recent emails, social posts, and campaigns. Do they all feel like they came from the same voice?

4. Plan Your Next Steps

   • Choose one action you can take to show your audience that you’re committed to rebuilding trust.

   • Whether it’s acknowledging a mistake, simplifying your messaging, or creating a value-driven campaign, make it count.

Trust takes time to build, but every authentic, consistent message moves you closer to a stronger, more connected relationship with your audience. Start today.

Prefer listening to reading sometimes? Want an extra layer?

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