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Summary
We must empower our audiences to earn their trust—not the other way around—and our tactical choices in content and design can fuel empowerment. Margot will walk you through examples from retail, publishing, government, and other industries to detail what you can do to meet unprecedented problems in information consumption. Learn how voice, volume, and vulnerability can inform your design and content strategy to earn the trust of your users. Let’s address the tough questions: How do brands develop rapport when audiences let emotion cloud logic? Is there a place for vulnerability in corporate strategy? And what’s the role of command and control consistency in the creative work of a corporate enterprise? Learn how these questions can drive design choices in organizations of any size and industry—and discover how your choices can empower users and rebuild our very sense of trust across society itself.
Key Insights
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Trust is critical in brand engagement, especially in a time of misinformation.
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Design can empower users by giving them confidence in their choices.
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Authority must be balanced with vulnerability to build trust.
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Brands need to communicate consistently across all platforms to foster loyalty.
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Cynicism is a barrier to effective communication and engagement for brands.
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Empowerment involves educating the audience, making them feel confident and informed.
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Long-form content, when done well, establishes authority and trust over time.
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Using plain language can reduce anxiety and make information more accessible.
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Empathy in communication strengthens connections between brands and consumers.
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Transparency in brand messaging helps alleviate skepticism.
Notable Quotes
"Design won't save the world, but it may make it more worth saving."
"Cynicism often seems like a safe place for people to retreat to for comfort."
"We can design to empower people and earn their trust."
"Inconsistency stokes our cynicism, and that undermines trust."
"We have to understand how our users see themselves."
"Successful brands reflect their audience's self-identity."
"When brands exhibit authority, they earn trust by educating their constituents."
"Marketing is a form of authority, not just storytelling."
"To regain trust, we must empower our audiences."
"We can't save the world, but we can work to make it worthy of saving."
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