Today, organizations in every industry need a new strategy to earn trust, act with transparency, and help consumers and citizens make confident decisions. But undermining confidence is cynicism: it erodes trust in the media, government, public institutions, and consumer brands. To regain the trust of consumers and citizens, marketers talk about empathy and authenticity. But how do you get beyond those buzzwords? Give more control to your audience—and they’ll put more trust in you.
Empower your audience to earn their trust. Our tactical choices in content and design can engage, educate, and ultimately empower people. Drawing on examples from retail, publishing, government, and other industries, Margot will share lessons from her upcoming book, Trustworthy, about how voice, volume, and vulnerability can inform your design and content strategy to earn the trust of your users.
Let’s address the tough questions: How do brands develop rapport when audiences let emotion cloud logic? Is there a place for vulnerability in corporate strategy? And what’s the role of command and control consistency in the creative work of a corporate enterprise? These questions can drive design choices—and the way we respond can empower users and rebuild our ability to trust in society itself.
Presented at UX Content Strategy Montreal on October 15, 2020, by Margot Bloomstein, @mbloomstein. (c) 2020 Margot Bloomstein.
35. 35 • @mbloomstein
Vulnerability, like voice, tells people who you are.
Establish and use your brand’s voice to find your
audience—and help them find you.
38. 38 • @mbloomstein
Your brand is at its most vulnerable when
you just screwed up.
You face the greatest risk in the aftermath:
Do you double down on defeat,
or do you embrace opportunity?
40. 40 • @mbloomstein
• Communicate quickly; update if necessary
• Take responsibility (in the first-person)
• Accurately and completely explain errors
• Detail what you will do resolve the issue
45. 45 • @mbloomstein
Earn trust by offering a consistent voice,
the right volume of detail, and growth
through vulnerability.
Empower your audience and you’ll rebuild
their confidence in themselves, your brand,
and the world.
46. Margot Bloomstein
@mbloomstein & margot@appropriateinc.com
TRUSTWORTHY: HOW THE SMARTEST BRANDS BEAT CYNICISM
AND BRIDGE THE TRUST GAP COMING MARCH 2021!
Sign up at appropriateinc.com/trustworthy for more!
THANK YOU