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Digital Advertising

The amazing power of brand trust and how it can grow your profits

By Dani Gibson | Senior Writer



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This content is produced by a member of The Drum Network, a paid-for membership club for CEOs and their agencies who want to share their expertise and grow their business.

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July 11, 2019 | 4 min read

Trust is a critical issue for everyone at the moment. Just think Boris Johnson. Can he really be trusted on Brexit promises, or for that matter, anything else?

Trust is of equal importance when it comes to business. Considering a client’s online reputation is critical for marketers, knowing which channels to use and how to work social to their advantage, as well as understanding the importance of a good review will only help to build a brands vision.

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The hidden power of brand trust with a simple review

Neil Bayton, head of UK partnerships, Trustpilot says that trust online is about bridging the digital devide created by online retailing. “On a fundamental level, a consumer will only buy from a business if they believe they will fulfil their basic promises,” he explains. “By delivering the service or product with the promised parameters (time, quality, returns, etc.)”

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In today’s world, it’s hard not to worry about your online reputation. Trust is the foundation of any long-lasting relationship, yet it’s often undervalued in many client-marketer relationships. Failing to build trust undermines customer loyalty and can damage a company’s revenue.

Traditional trust in the brand is still important, but as the disruption of traditional retail has shown, trust in the online promise can be a potent force. “Reviews (from a trusted source) are simply the best way to gain that trust from potential consumers,” adds Bayton. “When a fresh offering is combined with social proof, consumers will respond.”

The power of review is a great way to bring your team together with pride in the job they’re doing by bringing consumers into the workplace, as well giving your customers a brand to be proud to be a part of.

Bayton says that when a customer has that emotional connection with a business, they become an advocate. “They not only tell others about the brand, but they want your business to succeed. People know how hard business can be at the moment and they want the genuinely consumer centric ones to thrive; reviews are a gateway to gaining genuine consumer love.”

To succeed, you need to think about this advocacy along with social proof and online reputation as the most effective and important marketing channels, not as customer service functions.

Bayton concludes: “In particular, building and maintaining a positive, and loud, online reputation through an active and engaging social media presence and showing you’re listening to your consumers by responding to every review in the public arena will have a huge impact.”

Join our DrumCast, in partnership with Trustpilot, on Tuesday July 23rd at 11am BST and see how you can increase your clients’ profits - as well as winning new business - through adding a mark of trust to their online brand.

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