The Trust Killer You’re Ignoring: How the Say-Do Gap® is Destroying Your Brand’s Credibility

67% of customers say they won’t return to a brand once trust is broken. Let that sink in. In today’s transparency-driven world, trust isn’t just a bonus—it’s the bedrock of your brand’s survival. With customers holding brands accountable in real-time, every misstep could be the one that drives them away for good.

The Unseen Threat: The Say-Do Gap®

Here’s the uncomfortable truth: Most brands are failing to deliver on their promises. According to the Edelman Trust Barometer, 57% of consumers believe brands don’t deliver on what they claim to stand for. This isn’t just a wake-up call—it’s a crisis. At the center of it lies the Say-Do Gap®, a silent assassin that’s steadily killing your brand’s credibility.

What Exactly Is The Say-Do Gap®?

The Say-Do Gap® is the chasm between what your brand says and what it actually does. It’s when you boast about sustainability but run on an unsustainable supply chain. Or when you talk up your commitment to customer-first service, yet deliver slow, lackluster experiences. The Say-Do Gap® is the silent killer eroding your brand’s credibility from the inside out.

Example to Watch:

Take Volkswagen. The brand positioned itself as an eco-leader, touting low emissions, only for it to be revealed they had manipulated tests. The fallout wasn’t just fines; it was a shattered reputation and lost consumer trust. Volkswagen didn’t just lose sales—it lost credibility.

The Cost Of Ignoring The Say-Do Gap®

The damage caused by ignoring the Say-Do Gap® is catastrophic. 67% of customers won’t return once trust is broken. That’s more than lost revenue—it’s a tarnished reputation, lost advocacy, and a diminishing future.

When your brand fails to deliver, it’s not just one customer you lose. In a connected world, each customer is an influencer. They can amplify their dissatisfaction across social media, reshaping the perceptions of potential customers and damaging your brand’s reputation.

A Quick Reality Check:

• Employee Engagement: Employees will disengage if they see leadership failing to live out the brand’s values. This leads to high turnover, low morale, and a loss of internal champions.

• Investor Confidence: Investors may start to back away when they see a company that can’t align its values with its actions. Trust is as essential to investors as it is to customers.

How to Start Closing the Say-Do Gap® and Rebuild Trust

The good news? The Say-Do Gap® is fixable. Closing it isn’t just damage control—it’s an opportunity to transform your brand into a leader. Here’s a simple, actionable roadmap:

Step 1: Discover Your Core Belief

Your core belief is the heartbeat of your brand. It’s not a slogan; it’s your brand’s reason for existing. Consider Dove, a brand that stands firmly for redefining beauty standards to be more inclusive and authentic. Through their “Real Beauty” campaign, Dove didn’t just market a belief—they lived it by using unretouched images and real, diverse people instead of models. This alignment between belief and action created a brand people trust for its genuine stance on beauty.

Ask yourself: Why does my brand exist beyond profit? Your core belief needs to be genuine, actionable, and deeply rooted in your organization’s purpose.

Step 2: Align Every Action with Your Belief

Once you’ve identified your core belief, make sure every action reflects it. Leadership, employees, customer service, supply chain—every part of your organization should align with your belief. Many brands claim customer-first, but do their processes reflect that? If sustainability is your focus, is it visible in your supply chain?

Take a hard look at your brand and be brutally honest. Are you living your belief?

Step 3: Measure and Communicate Consistency

It’s not enough to make promises. Today’s consumers expect radical transparency. Set clear goals, track progress, and communicate both wins and challenges openly.

Dove, through its commitment to authentic beauty standards, sets a powerful example. Dove openly communicates its progress and challenges in redefining beauty, reinforcing its commitment to authenticity. This transparency strengthens trust because customers see that Dove genuinely embodies its belief in real, inclusive beauty.

Ignoring the Say-Do Gap®: The Consequences Are Real

The Say-Do Gap® doesn’t just threaten customer loyalty. In the age of social media, it has the power to create a full-blown PR crisis. One unsatisfied customer can now start a ripple effect, amplifying their experience to hundreds, even thousands, of potential consumers.

Case in Point:

Volkswagen’s emissions scandal didn’t just lose them customers; it became a global cautionary tale about the cost of broken promises. Imagine your brand facing the same backlash. That’s the risk you take by ignoring the Say-Do Gap®.

The Transformational Power of Closing the Say-Do Gap®

Now, picture this: a brand with no gap between its words and actions. A brand where every promise is lived out authentically. When customers trust your brand, they don’t just buy—they advocate. They’ll defend your brand in a crisis and champion your mission. This is the outcome when you close the Say-Do Gap®.

Brands like Dove don’t just attract customers—they cultivate a community. By aligning their belief in authentic beauty with every action, Dove has built a loyal following of advocates who don’t just buy products—they champion the brand’s mission. This community of believers exemplifies the power of a brand that lives its values every day.

Conclusion: The Time to Act is Now

The Say-Do Gap® won’t close itself. Closing it requires bold, fearless action, and it starts with you. If you want your brand to thrive in today’s trust-driven world, you need to align every action with your belief. The time for half-hearted promises is over.

Are you ready to close the Say-Do Gap® and lead with conviction?

IS YOUR BRAND
LIVING UP TO ITS PROMISE?

Consumers today can spot inauthenticity from a mile away. Close the Say-Do Gap® and transform your brand into one that customers can truly believe in. Download our free guide, “The Trust Crisis: How Belief-Driven Brands Win by Closing The Say-Do Gap®,” and learn how to turn trust into your strongest competitive advantage.

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