INNOCENT SMOOTHIES - HOW TO BUILD BRAND TRUST
In this day and age, it is vital that all marketing communications be more about the authenticity of a particular brand. Consumers are growing ever savvier and suspicious of faceless corporations and shady business practices. Rather than constructing some elaborate fantasy for the sake of attracting the attention of consumers in a crowded marketplace.
Innocent Drinks proves to us that the way to building trust in a brand and to make it stand out with a strong identity is, ironically, to recognise its limitations.
AUTHENTICITY ON THE OUTSIDE
Trust is one of the main qualities on which your brand-building efforts should be based. Trust engenders a customer’s decision to buy, since if a product, service, or company has delivered in the past, then it is likely to do so again by association. This trust should be reinforced constantly through all your marketing communications. This also means conveying sincerity to your customers instead of trying to mislead them with outlandish marketing claims. In essence, the product, company, or service should always deliver what it promises.
Innocent is a brand built around trust and authenticity. Looking at the packaging the brand name "innocent" tells consumers that they have nothing to hide. The bottle supports this by being completely transparent making no attempt to hide its contents. The logo is drawn simply to reflect the simplicity of its contents, again no attempt is made to distract consumers from what is contained inside the bottle. This packaging is the embodiment of trust and reflects Innocents brand values perfectly.
AUTHENTIC ON THE INSIDE
James Watt, one of the co-founders of Brewdog has stated that in the age of social media "what's inside is outside" meaning that everything that goes on behind closed doors in your organisation will be reflected in the consumer-facing aspects of that company. The walls have ears and employees voices are louder than ever. Businesses may have gotten away with housing hostile working environments while keeping up a fun public image in the past but no longer. The same can be applied to questionable sourcing of materials and labour from overseas. Consumers are more conscious than ever about what goes into producing a product or service and the best way to avoid damaging your image is to simply have nothing to hide.
Innocent is a great example of this as their London based head office cheerfully named "Fruit Towers" has been listed in the 15 coolest offices in the world for encouraging a creative relaxed work environment consistent with the brand's image. The same goes form Innocent's sourcing of materials as they promote sustainability and being "good to the core".
Transparency in supply chains and internal communications will ensure that, when it comes to conveying your image to the wider public, authenticity flows through all levels of the business, and is thus one hundred per cent consistent and congruent – and so, more truthful. Doing this builds consumer trust and cultivates a culture where employees are encouraged to live and breathe the brand, acting as authentic and enthusiastic ambassadors as well as workers.
Authenticity is growing ever more important as business becomes increasingly transparent. Trust is a valuable commodity and inauthentic communications can permanently damage a brands image. Innocent Drinks shows us that the most effective way to increase consumer trust is to simply be authentic both inside and out.
About the author: Vincent Bissette is a freelance Brand Strategy and Design Consultant with over 30 years experience of branding and rebranding businesses and organisations, systematically, thoroughly and objectively. He has worked in major Design Consultancies as well as having run his own agency for 25 years, working with SMEs all over the UK to help them modernise their brand, grow their business, attract new customers, penetrate new markets and increase their sales, market share and profit. Throughout that time, there’s not much he hasn't done or many industries he hasn't worked in. He’s a creative, strategic thinker and problem solver with a wealth of experience in diagnosing trouble spots in brands and discovering their strengths, weaknesses, opportunities and threats. Now based in South Lanarkshire, Scotland, he works throughout the entire UK.
Get in touch with him on Linkedin here