I’m still waiting for the call. Or the email.

I no longer require either of them. Yet still I wait. It’s the principle of the thing.

Our air conditioning unit was running out of juice. It was 14 years old, and the condenser couldn’t keep up with the elevated temperatures. God forbid the women under my roof tolerate even one degree too warm to their liking.

So I said to my better half…we should obtain a couple of bids on this job. This isn’t a simple, wiggle-the-snake-down-the-pipe kind of job. We asked our reliable, trusted plumbing company for an estimate. This is the company that’s been working in our home for the better part of 20 years. Three daughters (and my better half), and they’ve seen just about every plumbing dilemma possible.

We also solicited a bid from an independent contractor whom we’ve used in the past for a couple of big-ticket items. In fact, he installed the air conditioner that needed replacing.

Both contractors came to the home within a day of our request. Our independent contractor diagnosed the problem, and he offered to swap out the old condenser for a new one. But he cautioned that plopping a new condenser into a 14-year-old unit might not be the best expenditure. I agreed. He provided a cost for replacement.

It’s been three and a half weeks, and I’ve yet to receive a quote from the plumbing company that we’ve dealt with for 20 years. The estimator told me during his visit that he was a little bit behind because he’d had four estimates he needed to complete from the previous business day.

We had the air conditioner replaced two weeks ago. By the independent contractor. He obtained the unit we required and installed it in the timeframe he promised. My women have been happy ever since.

How does this violate the trust factor I have with our plumbing company? What does this trampling of my trust in that company do to my future dealings with that company? I’ve referred that company to new neighbors who’ve moved onto our street. Will I ever do that again?

In the 2025 Edelman Trust Report, from the Edelman Trust Institute, they surveyed 15,000 respondents from 15 different countries about the importance of Trust in marketing. No wimpy sample size here.

To me, this is the most important question that was asked: “When it comes to the brands that I buy or use, this is important or a deal breaker.”

Three answers tied for the top response:

  • Offers the Best Quality
  • Good Value for the Money
  • I Trust It

All three responses came in at 88%. Seventh on the list of responses to that question is: I Love It. So, Trust in the product or service outweighs how much a consumer Loves the product or service!

The Edelman report isn’t a one-off. In an article for Forbes.com, Carol Howley writes:

“…the allocation of marketing budgets is shifting, with organizations spending more on demand generation (53%) and less on brand awareness (38%). This signals what TrustRadius has coined the “Year of the Brand Crisis.” …in the rush to drive demand, we risk losing sight of what truly sustains long-term growth: Brand Trust. The foundation of any enduring brand is trust…”

Howley goes on to cite five advantages to establishing and maintaining brand trust:

  1. Builds Loyalty
  2. Creates a Positive Reputation
  3. Commands a Price Premium
  4. Builds Resilience
  5. Lowers Marketing Costs

The two indicators that really stand out are commanding a price premium and lowering marketing costs. Howley confirms that consumers will spend more for a product or service they trust than a less expensive option. And, when customers Trust your company, product, and/or service, you don’t have to shout as loud in your marketing campaigns. Your marketing investments have a greater impact without sounding like used car salesmen.

Are you concentrating your marketing efforts strictly on sales generation without any thought to establishing a brand that will endure for the long term? Do you understand the power of developing Trust in your brand and the long-term significance of establishing it?

If you are unsure about your answers to either of those questions, give me a shout. I’ll help you develop a brand that your customers know, like, and trust. Meanwhile, I’m searching for a new plumber.

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