The Science of Trust: How Brands Can Build Lasting Customer Loyalty

The Questions That Drive Trust

1. Why do we instinctively trust certain people and organizations?
2. How can brands earn the trust of customers they’ve never met?
3. And what strategies can they use to turn that trust into lasting loyalty?

These questions captivate me. As a fractional Chief Marketing Officer with a deep passion for neuroscience and psychology, I find the dynamics of trust—especially in today’s digital age—both fascinating and complex.

The Trust Gap: Perception vs. Reality

The trust gap is real. According to  PCW, while 90% of executives believe their customers highly trust their companies, only 30% of consumers agree. That’s a staggering 60-percentage-point gap—a disconnect that highlights how unpredictable and elusive trust can be.

The Personal Nature of Trust

Trust is deeply personal. It’s shaped by a complex mix of internal beliefs and external influences.

Consider Apple’s TV series Franklin. In it, Edward Bancroft betrays Benjamin Franklin, yet Franklin defends their friendship to John Adams, focusing on their shared history and Bancroft’s likability. Despite the betrayal, Franklin values the deeper connection—an example of how trust can transcend logic and be rooted in emotional and instinctual ties.

This hidden layer of trust is what brands need to tap into. It goes beyond product features and benefits, living in the emotional and subconscious spaces where true loyalty is born.

The Three Pillars of Trust

At its core, trust is built at the intersection of:

• Logic: Demonstrating competence and consistency.
• Emotion: Building connection and empathy.
• Instinct: Appealing to intuition and subconscious cues.

Brands that balance these pillars create a trust that feels authentic and lasting.

How Brands Can Build and Activate Trust

In this guide, we’ll dive into:

• The Psychology of Trust: Why we trust certain people and brands.
• Neuroscience Insights: How our brains process trust signals.
• Evolutionary Roots: Understanding trust’s role in human survival.
• Proven Strategies: How brands can cultivate trust and turn customers into loyal advocates.

👉 Click here to download the guide

Connect with Virginie Glaenzer to explore how your brand and organization can increase customers’ trust.