If I trust you to produce quality food, I also assume and expect that you do not include ingredients that can harm my health. If I believe that you are the best financial institution that can satisfy my banking needs, I also give you the responsibility to take care of my data and protect it from identity theft. Why people expect certain behaviors from brands? Because they base their expectations on the premise of good.
I infer that as a brand, "you have the best for me," so you want my well-being. Thus, I conclude that you will avoid activities that can harm me in any way. These are the hidden rules of the game of trust: I will hear what you claim, then decide if I believe what you say, and to gain my trust you must accept my expectations and assumptions based on what I think is right for me.
When a person places their trust in a brand, it is because they have managed to connect. And as the connection grows, so does the trust in the brand. However, there is a paradox in this game: you must gain one's trust before you can connect.
Consumer/customer trust is a reciprocal behavior to what they receive. That's why it's crucial that you don't confuse awareness with connecting. You get the attention of a prospect, who chooses to try your product or service to decide if you deserve one's trust eventually. There's no connection, no trust; it's just a test.
Gaining customer trust is essential not only to connect with them and develop a relationship of mutual benefit and loyalty but also because they will become your promoters. That's the role that brands should seek for their customers to assume.
Earning your consumers trust starts with understanding and respecting their needs and offering a relevant service regularly. Consistency is what will transition your customers to become promoters. But this is not enough; consumers also expect honest, transparent, value-added messages. And they are always observant, with more considerable attention when the company is under a crisis. If they perceive that you're not telling the truth, they'll assume that you're not addressing their concerns and that you don't honor the premise of good. Then, their role as promoters will migrate to become judges. And that's where the game can change completely.