This article was based on the interview with Dharma Pachner by Greg Kihlström, MarTech keynote speaker for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:
Brand alignment drives customer trust. This is a focus of the podcast episode with Dharma Pachner, where he discusses the importance of brands delivering on their promises and aligning their values with their customers’ expectations.
The podcast highlights the significance of creating an experience that feels like it comes from the customer’s own team. This means that when customers interact with a brand, they should feel a sense of familiarity and connection, as if they are working with a trusted partner. This level of alignment can only be achieved when a brand’s values are in line with its customers’ expectations.
When a brand fails to align its values with its customers’ expectations, there can be significant costs to the organization. The speaker mentions the example of a bank where the relationship appears successful from the outside, but the customer has zero goodwill towards the brand. This lack of alignment leads to a dissonance between the brand’s marketing and the actual customer experience. As a result, the customer is unlikely to recommend the brand or actively seek out its services. This loss of trust and passion can have long-term negative effects on the brand’s success.
On the other hand, when a brand aligns its values with its customers’ expectations, it creates a passionate relationship. Customers choose to align themselves with organizations they value and trust. They recommend these brands, stay loyal to them, and even display their logos proudly. This level of alignment allows brands to transcend their products and services and create a platform for true leadership.
To achieve brand alignment, organizations need to define their vision for the world and live it authentically. One example provided in the podcast is Starbucks, which has a strong commitment to the environment, sustainability, and conservation. This commitment is reflected in their website and inspires customers. This alignment between their values and actions creates trust and loyalty among customers.
Brand alignment drives customer trust. When brands align their values with their customers’ expectations, they create a strong and authentic connection. This connection leads to trust, loyalty, and passionate relationships. Brands need to understand their unique value proposition, define their vision, and live it authentically to build this alignment. By doing so, they can differentiate themselves in the market and create a brand that customers trust and believe in.
