We’ve been discussing consumer trust and how brands can create and maintain it through consistently prioritizing the consumer experience. Trust is the foundation for long-lasting relationships with a brand’s core audience – but where does this journey begin? In a digital era marked by an abundance of available options, brands stand out by developing a compelling narrative that inspires consumers to choose them over the competition.
A strategic narrative sets a brand apart by connecting with consumers in a unique and indelible way. Stories, after all, have been part of the human experience since long before the development of written language – a way to understand the world, our place in it, our ties to the past, and our hopes for the future.
Earning consumers’ trust has always been a top priority for savvy brands, but in today’s increasingly crowded marketplace, trust is an even more critical asset. When a brand’s strategic narrative includes the promise of trust and responsibility, it’s vital that the consumer journey reinforces those ideals. Let’s take a look at the consumer decision-making process and how trust can be built at each point along the way.
The Consumer Decision-Making Process
The EBK model of the consumer decision-making process was first codified in 1968. While the consumer experience has changed drastically since then (this video from Directive Consulting provides an interesting overview), the five steps of the EBK model are still used by marketers and brand-builders today. Here’s how brands can gain trust at each critical moment of the consumer journey: