Fostering Trust in Your Brand and Beyond at UX Content Strategy Montreal
Today, organizations in every industry need a new strategy to earn trust, act with transparency, and help consumers and citizens make confident decisions. But undermining confidence is cynicism: it erodes trust in the media, government, public institutions, and consumer brands. To regain the trust of consumers and citizens, marketers talk about empathy and authenticity. But how do you get beyond those buzzwords? Give more control to your audience—and they’ll put more trust in you. Empower your audience to earn their trust. Our tactical choices in content and design can engage, educate, and ultimately empower people. Drawing on examples from retail, publishing, government, and other industries, Margot will share lessons from her upcoming book, Trustworthy, about how voice, volume, and vulnerability can inform your design and content strategy to earn the trust of your users. Let’s address the tough questions: How do brands develop rapport when audiences let emotion cloud logic? Is there a place for vulnerability in corporate strategy? And what’s the role of command and control consistency in the creative work of a corporate enterprise? These questions can drive design choices—and the way we respond can empower users and rebuild our ability to trust in society itself. Presented at UX Content Strategy Montreal on October 15, 2020, by Margot Bloomstein, @mbloomstein. (c) 2020 Margot Bloomstein.
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Fostering Trust in Your Brand and Beyond at UX Content Strategy Montreal
- 1. 1 • @mbloomstein Margot Bloomstein / @mbloomstein UX Content Strategy MTL October 15, 2020 FOSTERING TRUST IN YOUR BRAND AND BEYOND
- 2. 2 • @mbloomstein Universalis Cosmographia, Martin Waldseemüller, 1507
- 3. 3 • @mbloomstein Where does authority come from?
- 4. 4 • @mbloomstein “I’m here, you’re not, let me tell you about it.”
- 5. 5 • @mbloomstein “I’m here, you’re not, let me tell you about it.” 5 • #aeasf • @mbloomstein 360 With Anderson Cooper © CNN
- 6. 6 • @mbloomstein “I’m here, you’re not, let me tell you about it.” Ugly Delicious © Netflix
- 7. 7 • @mbloomstein7 • #aeasf • @mbloomstein Parts Unknown © CNN “I’m here, you’re not, let me tell you about it.”
- 9. 9 • @mbloomstein Inconsistency and irrelevance erode authority— and stoke cynicism.
- 10. 10 • @mbloomstein For better or worse, our internal truths trump external facts
- 12. 12 • @mbloomstein ©Sam Morrison / www.presidentflopflops.com
- 13. Inconsistency erodes our ability to evaluate and trust.
- 14. 14 • @mbloomstein 63% of the US population finds it difficult to differentiate between real and fake news. Source: 2018 Edelman Trust Barometer
- 15. 15 • @mbloomstein This is our problem.
- 16. 16 • @mbloomstein This is our problem—and opportunity.
- 17. 17 • @mbloomstein Empowerment builds trust
- 18. 18 • @mbloomstein To regain your audience’s trust, empower them with useful, usable information
- 22. 22 • @mbloomstein © Mailchimp Voice and Tone Principles, October 2019, Erin Crews
- 28. 28 • @mbloomstein Users can appreciate slow experiences. they’re engaged, anticipating, creating memories.
- 31. 31 • @mbloomstein ©Yunghi Kim, Contact Press
- 33. 33 • @mbloomstein (cc) Dru Bloomfield
- 35. 35 • @mbloomstein Vulnerability, like voice, tells people who you are. Establish and use your brand’s voice to find your audience—and help them find you.
- 37. 37 • @mbloomstein ADD OUTSIDE YOUR BUBBLE
- 38. 38 • @mbloomstein Your brand is at its most vulnerable when you just screwed up. You face the greatest risk in the aftermath: Do you double down on defeat, or do you embrace opportunity?
- 39. 39 • @mbloomstein © Antsy Labs
- 40. 40 • @mbloomstein • Communicate quickly; update if necessary • Take responsibility (in the first-person) • Accurately and completely explain errors • Detail what you will do resolve the issue
- 45. 45 • @mbloomstein Earn trust by offering a consistent voice, the right volume of detail, and growth through vulnerability. Empower your audience and you’ll rebuild their confidence in themselves, your brand, and the world.
- 46. Margot Bloomstein @mbloomstein & margot@appropriateinc.com TRUSTWORTHY: HOW THE SMARTEST BRANDS BEAT CYNICISM AND BRIDGE THE TRUST GAP COMING MARCH 2021! Sign up at appropriateinc.com/trustworthy for more! THANK YOU