Page 11 - KZN Buisiness Sense - Page One - Susan Abro

BUILD TRUST. DON’T BUILD A BRAND.

Terry Flack, Business Here’s a simple playbook for
Success Leader at KZN businesses to build their
Cannect Digital, reputational capital:
Performance 1. Define your brand promise in
Marketer & Business, one sentence. Then prove it.
Growth Specialist
2. Illustrate trust: request
eading reviews, respond quickly, and
is a deep treat complaints with urgency.
Rpassion 3. Respond as a human:
of mine. From acknowledge and resolve
cold war spy publicly with empathy, logic,
novels to authenticity.
meaningful, 4. Social proof with your best
value adding reviews, stories and
business testimonials across your
books. Top of the pops right digital ecosystem.
now (and top of the pile on
my bedside table) is Quantum Stephen M.R. Covey, bestselling
Marketing by Mastercard author of The Speed of Trust,
CMO, Raja Rajamannar. Highly argues that trust is the single most
recommended. In the foreword, critical driver of business success.
Mastercard Executive Chairman, As Covey reminds us, high trust
Ajay Bangu, encapsulates exactly will not necessarily rescue a poor
what this article is all about when strategy, but low trust will almost
he simply states, “There is one word they’ve experienced you, and look at. They need a partner they to inconsistency and it is certainly derail a good one.
that comes to mind when I think what they’ll repeat publicly. In a can trust.” easily undermined by one Always remember that the
about marketing these days: trust.” reputation driven economy, the Highly regarded reputation bad experience. most admired brands succeed by
gap between the two is where
In the traditional marketing growth is either unlocked or expert Charles Fombrun famously Building trust results in high earning trust, love, and respect
playbook, ‘the brand’ was king. destroyed. Your potential client defined reputation as the ‘collective retention, drives word-of- simultaneously. Not by chasing
Businesses spent millions crafting is short on time, deep on tech representation of a firm’s past mouth resulting in the ‘holy brand awareness alone.
the perfect visual identity and utilisation and is marketing actions and future prospects’. grail of marketing’, referrals, Don’t trust me. Trust what the
narrative to project an image savvy, sniffing out the real from While a brand is an internal to be enacted and it creates market says about me. 
of success. However, as the the real chancers. So authentic, promise (what you tell the world ‘reputational capital’ that acts as
2024 Edelman Trust Barometer real trust that is earned, and you are), reputation is the external a buffer in crises. The flip side is
highlights, we have entered an era shared, is the new currency for reality. What the world says about that it can be hard to measure, M: +27 (0)84 555 0005
T: 086 111 2939 (SA Sharecall Only)
where consumers no longer buy commerce. Well, not that new, you when you leave the room. slow to build and requires E: Terry@cannectdigital.com
what you say, they buy what you really, as we have always bought Building a brand creates every employee to be a ‘brand W: www.cannectdigital.com
do. For businesses in KwaZulu- from those we like and trust. awareness, enables positioning, ambassador.’ The goal should
Natal and beyond, the shift from It’s just that it is now accessible and storytelling, it’s scalable be ‘Trustworthiness by Design’.
building brands to earning trust and measurable in our digitally and creates emotional resonance Ensure your operational delivery
is not just a marketing pivot. It is immersed world. As Seth Godin, whilst driving initial awareness matches your ads. If there is a
a survival strategy. the modern marketing guru (think top of sales funnel). gap between your brand promise
Brand building is what you states, “The ‘age of infinity’ means Yet it often can feel hollow and your Google Reviews, no
amount of marketing spend will
say about yourself. Trust is what customers have endless choices. or ‘corporate’, it is expensive to bridge it.
others believe about you after They don’t need another logo to maintain and often victim

CLEAN AUDIT FOR DURBAN ICC

he Durban International record is not an end in itself. It governance and accountability certification, retaining Africa’s international events, the Durban
Convention Centre is a foundation that allows us to are deeply embedded in how the Travel Indaba in Durban for a ICC remains well positioned to
T(Durban ICC) has innovate, grow sustainably and Durban ICC operates.” further five years, and being drive inclusive economic growth,
achieved its eleventh consecutive continue serving as a catalyst Board Chairperson Dr Bophela awarded a World Trade Centre job creation and destination
clean audit from the Auditor- for economic development, highlighted the strategic value licence. competitiveness as a wholly
General of South Africa (AGSA) transformation and global of consistent audit outcomes, With a strong pipeline owned municipal entity of the
for the 2024/2025 financial engagement for Durban, saying: “Consistent clean audit of upcoming national and eThekwini Municipality. 
year, reaffirming its strong KwaZulu-Natal and South Africa.” outcomes provide assurance to
governance, accountability and Beyond governance, the our shareholder, stakeholders and
operational excellence.
Durban ICC continues to deliver the public that the Durban ICC
The clean audit confirms that significant economic impact. An is governed with diligence and
the Durban ICC’s financial independent assessment shows foresight. This strong governance
statements were free of material the Centre contributed more foundation enables the
misstatements, with no findings than R7 billion to South Africa’s organisation to pursue strategic
on compliance or internal GDP in the past financial year, growth, attract global events
controls, and no fruitless, while 12,464 annualised jobs were and continue delivering socio-
wasteful or unauthorised created or sustained through its economic benefits at scale.”
expenditure recorded during the activities. The audit achievement
reporting period.
Chief Financial Officer Melanie coincides with a year of
Commenting on the outcome, Rambally described the eleventh significant recognition,
Chief Executive Officer Lindiwe clean audit as a major milestone. including being named
Rakharebe said the achievement “It reflects the dedication, Africa’s Leading Meetings
reflects the organisation’s long- professionalism and integrity and Conference Centre at the
term commitment to responsible of our Board, management and World Travel Awards for the The Durban International Convention Centre has achieved its eleventh
stewardship. “Our clean audit employees, and affirms that strong 20th time, securing Green Star consecutive clean audit from the Auditor-General of South Africa.

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