What Is the Formula for Trust?

Trust = Reliability + Delight


Marc Gutman provides examples and depth to the formula that is easier to lay out than it is to achieve. It may quicken the buying decision, but it requires constant effort to retain.

This is part 7 of a 13 part series identifying who Wildstory is, what the intricacies of branding are, and how this can all benefit you.


Video Transcript

Marc Gutman 0:04

Really the formula for trust when it comes to brand—and it is quite easy, it’s simple. Trust equals reliability, plus delight. Trust equals, do what you say you’re going to do, deliver what you say you’re going to deliver, right? You have to do that. But then you need to delight customers, you need to stand out you need to do more for customers, and they think about experiences you might have had where as simple email, delighted you were a brand came and said, Hey, we’re either gonna refund you, we’re going to send you a new product, we’re going to just own that we made mistake, like any time that you’re, you know, you get that little bit of delight, or that you’re unexpected. Anytime a brand makes you feel like the best version of you. That’s delight.

So that’s trust, we just, you know, now that’s very easy to lay out there. That’s a very easy formula for brand, not always easy to achieve. And so that’s, that’s, that’s the standard that we’re, we’re moving towards, and when you have trust, it quickens the buying decision. And, as we all know, trust is very hard to earn, but easy to lose. So that’s what we’re trying to do with a brand


up next:

Why Does Brand Matter?

Our purchasing choices have multiplied dramatically, even down to the lettuce we buy. We have too many choices and too little time.


Sign-up to have blog updates delivered to your inbox.

Be The First
To Know

Sign up to get our best stuff: newsletter, blog, podcast, and updates.