What does a brand need to do to earn a consumer’s trust and loyalty? Nowadays, this answer isn’t so straightforward, given such a competitive market and the amount of information we’re bombarded with daily. This is a delicate construction that requires careful attention to the relationship between the parties—which, when well managed, can strengthen the customer’s confidence in the company, their retention, and a significant increase in sales.
According to the latest survey by FGV IBRE, a reference in economic monitoring and analysis in the country, the Consumer Confidence Index fell by 2.6 points in February of this year, a loss of 10.8 points over the last three months. There are several reasons that justify this concerning decline, related to oversights by companies that can affect their credibility and harm trust with their target audience.
One of the most common mistakes in this regard is promising what cannot be delivered. Whether in delivery time, product quality, customer support, generic or impersonal communication, or inconsistency with brand values—any misalignment between expectation and reality is extremely harmful. Another delicate point is the lack of transparency in crisis situations—staying silent or trying to ‘cover up’ mistakes, which can have a devastating effect on reputation.
Compounding this situation further is the fact that we live in an environment saturated with content, advertising messages, and stimuli from all sides, creating an inevitable overload that makes consumers much more selective, skeptical, and often distrustful of corporate communications. Today, simply appearing isn’t enough—you need to stand for something.
In this scenario, being authentic as a brand requires more than just polished messaging—it demands consistency between what you say, what you do, and what you deliver. This credibility is built in the details: how a company responds to criticism, admits a mistake, takes a stand on relevant issues, and, most importantly, how it interacts with people day to day.
Scaling communication and customer service without losing closeness is another point worth attention. After all, despite the efficiency gains from automation and artificial intelligence, many companies have ended up distancing themselves from the human touch. The key is finding balance: using technology as an ally to optimize processes without sacrificing empathy, active listening, and personalization.
Moreover, today’s audience values brands with a clear purpose, those that take responsible stances and show their operations transparently. Being authentic, in this context, means adopting a more human, vulnerable, and less polished posture. Showing who’s behind it all, how decisions are made, and what truly matters to the business creates real identification.
Building this trust and loyalty isn’t simple—it requires companies to know and place their customer at the center of every strategy, maintaining consistency in communication across all channels, investing in creating and disseminating relevant content, and always prioritizing transparency. To contribute to this success, robust tools available in the market, like RCS, can be leveraged.
With Google’s messaging system, brands can communicate with their consumers using much more comprehensive features that enhance the user experience. Messages can include text, images, GIFs, videos, and a full carousel that allows users to navigate their journey in a single environment—all backed by an authenticity badge that ensures trust in the sender.
This and many other multichannel communication platforms enable faster customer service and allow companies to be present where their customers are. Combine these tools with integrated CRMs that provide each person’s history to personalize communication, while tracking relationship metrics to gauge effectiveness or identify needed adjustments.
One of the biggest barriers to building consumer trust is the overwhelming volume of information they’re exposed to. It’s far from a simple task to achieve, but by following the highlighted precautions, your company’s chances of fostering a closer, more secure relationship will be much higher—attracting and retaining customers who will remain loyal to your brand.
