Business practices that build public trust in your brand

This is the second and concluding part of last week’s piece in which I highlighted common business practices that break public trust, looking at it from the lenses of your primary business stakeholders – the customers, investors and team members.

Please pay attention to the fact that ‘practices’ remains the keyword in the two-part piece. Therefore, you have the responsibility to decide what you would be leading your team to do differently, going forward.

In today’s connected world, public trust is one of the most valuable assets a brand can have, and one of the hardest to earn.

Studies consistently show that over 80% of consumers say trust in a brand influences their purchase decisions, and nearly 90% of employees are more committed when they believe their organisation is ethical and transparent.

In Nigeria’s dynamic business landscape, where customers, investors, and team members make decisions under uncertainty, character-driven practices become essential strategic priorities.

Customers first: Trust starts with the people who buy your products and services. Reliability matters. Customers expect what they were promised, maybe more, but nothing less.

When a brand repeatedly delivers quality, keeps timelines, and resolves issues fairly, it builds credibility.

Research shows that brands with high trust scores outperform competitors in customer retention by up to 50%.

For Nigerian brands, where word-of-mouth remains deeply influential, being dependable isn’t optional, it’s foundational.

Investors and stewardship: Investors are not simply financiers; they are partners who place confidence in your judgement and integrity.

Everyday choices build trust: Prioritise transparent communication, ethical conduct, consistent delivery, and respect for stakeholders in every interaction.

Transparent financial reporting, ethical governance, and disciplined risk management build investor trust. A track record of clarity and honesty signals that leadership can be trusted with capital and long-term value creation.

International studies indicate that companies with strong transparency practices enjoy higher investor loyalty and reduced cost of capital, a principle that also applies to local and diaspora investors in Nigeria.

Team members as trust ambassadors: Your internal culture reflects your external reputation. Employees who trust their leaders are more engaged, productive, and likely to stay. In fact, data shows that organisations with high employee trust have up to 40% lower turnover rates.

When team members feel respected, fairly treated, and included in decisions, they become authentic advocates of your brand.

In Nigeria, where talent is scarce and competition is intense, this internal trust translates to public trust.

Everyday choices build trust: Prioritise transparent communication, ethical conduct, consistent delivery, and respect for stakeholders in every interaction.

Trust isn’t built in grand gestures but in the accumulation of daily actions that reflect integrity. When customers, investors, and team members see your character in action, they are more likely to stay, support, and refer others to your brand.

Building trust is a long-term commitment, but its rewards, (loyalty, resilience, and growth), are profound.

You have my best wishes.

I’m Bosede Olusola-Obasa, Character Development Trainer, Trust Culture Strategist and Best Workplace Attitudes Advisor.

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