Build trust by getting the inside right

Brand trust is a sizzling topic right now – and it applies to you, whether you represent a business, a government agency, a not-for-profit organisation or yourself as an individual leader.

People’s direct experience of you and your business translates into comments and feedback to others, which fuels the “collective perception”, ie your reputation.

You can’t hope to control it, but nor should you be a passive onlooker.

Rather than being feverishly reactive, attempting to stamp out criticism on social media or elsewhere, focus your energy on getting the inside of your business right.

Make sure your organisational behaviour matches your values – and that the essence of what you stand for is communicated in every word, action and gesture by everyone on your team.

I often refer to this as your “business body language”. Just as your personal words and actions need to be congruent, so too do the communication and deeds of your organisation.

If you want to build deep trust in your brand, start from the inside.