Written by

Candace Gerlach


11th June 2021



I’m sure it comes as no surprise to hear that, as a society, we are becoming much more conscious of what’s going on around us. Whether that be of environmental issues, cultural differences, political debates, economic downfalls. We’re exposed to things that make us give a damn and we’re constantly looking to others who share the same values (and concerns). And that’s really no different to how we view brands and our relationship with them.

But how important is it for smaller businesses and start-ups to care about this stuff? When we know people are attracted to brands that share the same values, customers are more loyal to brands they trust and employee productivity increases within companies that care about people and want to have a positive impact – we’d say it’s pretty crucial. And for smaller, more agile businesses; it’s actually a huge opportunity for brands to stand out and connect with the people they’re trying to reach.

Consumer trust is no longer a nice-to-have. According to Edelman, 81% of customers say that trusting a brand to do what’s right – is one of the main drivers of their purchase decision. 

So how do brands build trust? Here are some thoughts from us:

· Create a distinctive brand personality: Brands are much more likely to attract customers if they demonstrate values and personality traits that exist in humans. When we relate through emotions, we feel connected. At The Conscious Marketing Group we use tools to help businesses identify and anchor against a distinctive personality, that can then be used to influence their brand and marketing communications. This creates opportunities for brands to connect consistently with the people they’re trying to reach and nurture their existing customers.

· Be clear on your values and mission: With the rise of the conscious consumer, it’s more important than ever for brands to stand for something meaningful. Whether your business is built upon sustainable ethics or you have a desire to have a positive impact on people (customers and employees) – being clear on what you stand for will help you attract and retain customers. Sustainability and ethical business practices are things that most people really care about so make your values known.

· Be authentic: Creating a personal customer experience is hugely important. A recent study by Khoros highlights that 38% of customers say that if a brand is authentic or genuine in their interactions, they’re more likely to feel personally or emotionally connected to it. And when a customer feels connected to a brand, their sense of loyalty increases. In fact, 76% of customers equate brand loyalty with repeat purchases.

Source: Khoros

· Be customer obsessed: This point underpins all of the above and is the number one principle we align ourselves to at The CMG. Understanding people’s needs, desires and frustrations will enable you to respond in the most effective way. Through the products or services you offer, your proposition and brand positioning and how you shape the end to end customer experience. Bringing the outside world in, will give you confidence that you’re building for the long term. 

There is always a need to weigh up cost to the consumer with a desire to build a conscious, ethical business. It can’t be denied that value for money is up there with brand trust, as being a key driver of customer loyalty. But I guess the point is, low prices alone aren’t enough to grow a business sustainably in today’s world. Brands must stand for something bigger and more important if they are to connect with and grow a loyal customer community.

If you’d like to talk more about your business ambitions and how to connect effectively with the people you’re trying to reach, we’d love to help.