Last month Twitter, the social media giant utilised regularly by over 300 million people, gave each and every one of us the ability to apply for, and potentially receive, the coveted blue tick that is so sought after by celebrities and businesses alike.

The application form (which can be found by following this link  is quick, simple and, most importantly, has the potential to boost a company or individual’s reputation and status immediately.

The little tick – that unassuming blue icon that sits snugly beside valued Twitter handles – is so cherished because it signifies reliability and dependability, which is undoubtedly what all businesses desire to establish, so as to position themselves ahead of rival organisations. 

While the Twitter tick is something all businesses should aspire to attain, the clamour to achieve the prestigious decoration is just the latest example of companies doing all they can to establish trust, and therefore forge a connection between brand and consumer; providing the customer with assurance could, after all, be the difference between a business flourishing or floundering.

People have faith in brands – of that there is absolutely no doubt. The general public loves brands to such an extent that very often they are willing to spend two, three or even four times more for a product than they really need to. Just look at toothpaste or crisps, for example. Supermarket own brands cost a mere fraction of their branded competition, yet the more expensive products continually top the best-seller lists.

Establishing trust is, however, far more than just supplying a branded product. For businesses that provide services, trust will be founded through the provision of good customer service and continual reliability. Ultimately, it comes down to treating the consumer with respect; if customers are dealt with in a manner that is at once polite and courteous, confidence can be built and, subsequently, trust will be instilled. 

All businesses worth their salt should strive to give their customers additional value each and every day, and the importance of doing this cannot be overstated. Establish trust with your desired audience, endeavour to preserve their confidence in your brand, and you will see your business go from strength to strength.