Brand Building
Trust Is The Foundation Of Every Brand
By Rose Odengo
Branding is more than a big name , a logo or even colors and a flashy tagline ; it ’ s the essence of a company ’ s identity . It encompasses the values , promises , and experiences a company delivers to its customers . Trust is the core of successful brands . However , when a brand is caught lying or engaging in deceptive practices , the repercussions can be severe and longlasting .
Trust is Foundational in Building a Brand
Trust is fundamental to any brand ’ s success . It takes time for candid and consistent communication and delivering on promises . Marketing expert Seth Godin states , " People do not buy goods and services . They buy relations , stories , and magic ." When a brand lies , it damages the relationship with its customers , tarnishing its story and breaking the magical connection .
The Impact of Deception
When you delve into the core of the socalled “ Gen Z protests ” in Kenya , which started as a push to terminate the 2024 Finance Bill and has now shifted to a push for good governance , it shows you what brand the Kenya government led by the current president has been perceived and understood . Years of constant empty political promises at elections culminating in a successful election win and backtracking in all these promises have resulted in a very ugly backlash and a complete lack of confidence in the Kenyan government and its entire political class .
When a brand is caught lying , the immediate impact is a loss of trust and credibility . But the real damage is in the long-term consequences . As seen in the case of Kenya ’ s youth , it can lead to a complete breakdown of confidence in the brand , a loss that is hard to recover from .
Consumer Backlash
In today ' s digital age , consumers quickly voice their disapproval , especially on social media . Negative reviews , comments , and shares can spread like wildfire , amplifying the damage . In some cases , it can even lead to a full-fledged boycott of the brand .
In 2011 , GoDaddy ’ s founder recorded himself shooting an African elephant and posing with the body . There was a huge public outcry , but his unapologetic stance and support of an unpopular legislative bill saw the company lose 70,000 domains in one year .
Decline in Sales
Trust is directly linked to purchasing decisions . According to a 2018 Edelman Trust Barometer survey , 67 % of consumers stated that a good reputation can get them to try a product . Still , unless they trust the company behind the product , they will soon stop buying it .
Years of constant empty political promises at elections culminating in a successful election win and backtracking in all these promises have resulted in a very ugly backlash and a complete lack of confidence in the Kenyan government and its entire political class . When a brand is caught lying , the immediate impact is a loss of trust and credibility .
In April 2023 , American beer brand Bud Light partnered with a transgender influencer on a social media promotional post . The subsequent backlash from conservative media personalities led to a nationwide boycott of the beer brand . According to a Harvard Business Review article in March 2024 , Bud Light sales were on an eight-month decline , realizing a 32 % drop in sales as of December 2023 .
Loss of Market Position
Competitors can capitalize on the missteps of a dishonest brand , gaining market share and customer loyalty .
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