From the course: The 22 Immutable Laws of Branding (Blinkist Summary)

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Building trust in a brand

Building trust in a brand

From the course: The 22 Immutable Laws of Branding (Blinkist Summary)

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Building trust in a brand

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- Blink number four, credentials and perceptions of quality are central to building trust in a brand. Imagine you're Pakish and you decide to grab a bite to eat in town. You're in an unfamiliar neighborhood and walk past two restaurants. One of them is empty, the other heaving, where are you most likely to wind up eating? Unless you're short on time, you'll gravitate toward the busier restaurant. That's an example of credentials at work. Effective branding is about staking a claim on authenticity and developing a brand's credentials. This is the ninth law, the law of credentials. You only need one authentic claim to establish your creds. If that's believable, you can make secondary claims on the back of the first. Let's return for a moment to the more crowded of the two restaurants. The owners have already established their credentials as a popular spot for dinner. If they now go on to claim that they serve the…

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