Yes, it is about telling the truth. But surely no corporation would tell every truth about their brand. So what else can you do?
Well, for starters. Empathize. When you can feel how the consumers feel and they know you feel for them – that are one way to inch the trust further.
Secondly, your own self-awareness. What does your brand stand for? How does it speak? You know, the tone and personality of your brand? The manner in which it ‘talks’? It must be believable.
Whatever you say in your ads, the net take out about your brand must be that I can trust this brand. It’s not about portraying yourself to be a good corporate citizen. What with consumers’ cynicisms today, every word you buy in advertising will be read with scorn.
But if you can say it in a sincere manner and empathize with the consumer, generally consumers give you some leeway to believe your message. They know, you are a business entity, you are there to sell. They allow you that. They just don’t want to be suckered. No one likes that feeling.
You are funny with the jokes that you tell. If you explain the punch line, you probably aren’t that funny.
Why should they believe you?