Most brands think they’re trusted because they say the right things. But trust isn’t built through messaging. It’s built through felt experiences.
Although 90% of executives think customers trust their brand, just 30% of consumers actually do. This disconnect, known as the trust perception gap, is an often-overlooked yet damaging pitfall in brand strategy.
When what your brand says doesn’t match what customers feel, you don’t just lose attention—you lose loyalty, revenue, and relevance.
What Causes the Gap?
- Brands Overestimate Trust 79% of B2C leaders say their brand is trusted. But only 52% of consumers agree. This happens when teams rely on internal optimism, ad metrics, or focus groups instead of real customer sentiment. It’s not bad intent but blind spots.
- Disconnected Brand Experiences Messaging says “customer-first.” But support teams are unresponsive. Messaging says “premium.” But the unboxing experience feels cheap. These small cracks break trust faster than loud mistakes.
- Polished, Not Personal Today’s audiences, especially Gen Z and Millennials, are skeptical of anything that feels like a campaign. Authenticity beats aesthetic. Consistency beats creativity. Brands trying too hard to sound human often come across as the opposite.
Why It’s Dangerous
When the brand-customer gap widens, the consequences are real:
- 53% of consumers stop buying from brands they no longer trust
- 44% actively share their bad experience
- 78% abandon purchases after poor service or misalignment
You might not hear the complaint. But you’ll feel it in repeat rates, customer churn, and stagnant growth.
Trust Drives Performance
Trust isn’t a soft metric; it’s a growth engine. It plays a critical role in driving measurable growth.
- 88% of consumers who trust a brand will buy again
- Trusted brands outperform competitors by up to 400% in market value
Brands that close the gap between what they say and how they deliver build not just loyalty, but momentum.
Why Emotional Alignment Matters
Customers are emotionally driven—even in B2B. What they want isn’t just “value.” They want to feel understood, respected, and safe in their choice.
Polished branding can spark attention. But genuine alignment builds connection.
Closing the Gap: What Brand Builders Can Do
- Start with Listening, Not Declaring What are your customers really saying in support tickets, reviews, comments, and even complaints?
- Audit the Message vs. the Experience Does your customer journey prove your positioning? Or just say it?
- Prove with Actions Don’t just claim trustworthiness. Show it, through transparency, quality, consistency, and humility.
- Embrace Imperfect Authenticity You don’t need perfect storytelling. You need real storytelling that reflects your customer’s world, not just your brand fantasy.
Final Thought You don’t close the trust gap by talking louder. You close it by listening better and delivering consistently.
What your brand says might be brilliant. But what customers feel is what they’ll remember and act on.
Want to audit your brand’s trust gap? Let’s talk.
We help brands align what they say with what customers feel.
Reference:
https://www.pwc.com/us/en/library/trust-in-business-survey.html
