Here’s a question: What is a bigger driver of customer loyalty? Low prices or buyers’ relationship with your brand? If you answered price, recent research says otherwise. This is precisely why maintaining consistent customer communication matters, even when you’re not actively selling.

What Does Research Say About Trust vs. Price?

According to the 2025 Edelman Trust Barometer, trust now equals price and quality as a primary purchase consideration. Not only this, but Salsify’s 2025 research reveals that 87% of shoppers will pay more for products from brands they trust. These findings align with Edelman’s study, which shows that 81% of consumers need to trust a brand before buying from it.

When trust exists—and your print and digital marketing help build that trust—customers choose familiar brands over cheaper alternatives, even when competing products offer better specifications or lower prices.

How Does Brand Trust Impact Price Sensitivity?

Why does this matter so much? In every product category, multiple brands duke it out at various price points. While customers can always find lower prices, they face significant uncertainty when they buy from someone new: What quality will they receive? What support comes with the purchase? Will the product perform as promised?

Brand trust eliminates this uncertainty. Your pricing might exceed a competitor’s, but if customers haven’t purchased from that competitor previously, they don’t know what they’re getting. With your brand, they do.

How Do You Build Brand Trust?

Three fundamental practices create and maintain customer trust:

1. Deliver Honest, Accurate Marketing

Ensure your marketing messages match actual customer experiences. When promises align with reality, trust grows. One in six consumers says trust and transparency are the most important brand traits right now.

2. Make Business Interactions Effortless

Simplify every customer touchpoint: decision-making, purchasing, returns, and customer service. Even when customers return products, smooth processes build trust for future purchases.

3. Build Relationships Through Marketing Communications

Use print and email newsletters to showcase your knowledge of industry trends. Tap print to showcase more emotionally engaging storytelling content, such as “behind the scenes” stories and community involvement. Use email for how-to content, timely promotions, and product sneak peeks. Post regularly on social media. Make customers feel connected to your brand’s journey.

Defining Trust-Building Communication

This doesn’t mean you should never send sales-focused communications. It just shouldn’t be all the time. Trust-building communications do the following:

• Maintain consistent contact regardless of sales cycles

• Provide educational content and industry insights

• Position your brand as a valuable resource

• Treat customers as long-term partners

When you follow these communications guidelines, you build trust-based relationships that generate loyalty and premium pricing power.

Getting Started with Trust-Building Communication

Ready to get started? Contact us to develop a multi-channel communication strategy that builds customer trust while driving sales. We’ll help you create consistent, valuable touchpoints that strengthen relationships and establish your brand as the trusted choice in your market.