Brand Loyalty: All You Need Is Trust

12 March 2021

Consumer trust impacts the strength of perception across the perceived product quality, desire to buy and progression of a brand. In this blog, we delve into the significant correlation between consumer trust and brand loyalty.

 

It has been known for many years that customers who trust a brand, support the brand. Trust is the cornerstone to building positive brand perception and ultimately increased brand loyalty.

 

Brand trust is no longer limited to a product’s effectiveness - campaign imagery, sustainability, brand activism & supply chain transparency are just a few examples of what customers consider when making the conscious choice whether to support a brand. Campaign imagery is the method of communication between brand and consumer - so it is imperative that brands understand the emotional impact of their campaign imagery...

 

In our previous SBBlog covering neuroscience, we have shown that understanding how consumers feel about your creative output is something you should care about - emotionally engaging campaigns [1] garner double the ROI compared to those whose are not emotionally engaging. A good example of this is in the cosmetics industry, where brands who are transparent around social responsibility have been shown to have a significant uplift in ad recall and brand recognition [2]. 

 

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This image of Dove’s ‘go fresh’ body wash shows how trust correlates with desire.

 

All marketers know that ‘word of mouth’ is the most effective sales strategy - cue the rise in influencer marketing and brand ambassadors - but what happens when the message gets ‘lost in translation’? Insights from SB’s Perception Index® show the veracity of consumer trust and how this is closely linked to brands visual content and therefore it’s overall significance on brand success. 

 

The Evidence: Perception Index® Findings

We found that nearly all other value measures we tested were impacted/influenced by consumer’s trust in a brand. When looking at trust vs intent to purchase, there is a strong correlation between the desirability of a brand and trust. When you build up trust between brand and consumer, you create a stronger emotional pull towards your products, effectively leading to a higher intent to purchase.

 

So how can you increase brand trust through your imagery? Our insights show that the quality of imagery positively correlates with the perception of trust. 

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This graph shows the correlation between trust and premium quality. A strong association with trust is linked to strong associations with premium and vice versa.

Positve vs premium

 

And it doesn’t stop there - the more we trust a brand, the more progressive and modern that brands imagery is perceived to be. Overall, our insights show that across significant marketing KPIs, authenticity and trust are the most important consumer perceptions. 

 

In closing, trust has the power to develop longer lasting brand loyalty and customer advocacy, through increasing marketing receptiveness and influences consumer purchase decisions. As image creators, we know that visual content is a massive part of inspiring brand devotion and building consumer trust, which is why we've refined our production methods by using neuroscience, ultimately ensuring our clients craft effective campaigns each and every time. 

 

Want to find out how people truly feel about your brand? Let’s chat and set up a test!

 

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All results in this blog come from the Saddington Baynes Perception Index®. A benchmark ranking 50 brands across 5 sectors including: Automotive, Fragrance, Cosmetics, Beverage and Watches, giving brands across the world previously hidden insights about the campaign and image effectiveness. We are keen to share more detailed insights with you around this concept so get in touch with Callum, Head of Insights, for more information. 

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