Trust is a brand asset for which every employee, from the CEO to the front-line team, is responsible. Trust is reinforced when people act and speak in a manner that is consistent with an organization's values, character, and culture. The challenge with trust is that you cannot buy it or force customers to believe your organization is trustworthy. Your brand must work to earn trust. Every interaction is an opportunity to build relationships and nurture trust. In this episode, I explore how being trustworthy impacts major brands like Facebook and Marriot, and how trust will help your organization grow by being more appealing to employees and customers.
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