Business guru Ivan Misner features Business Relationships That Last in his weekly blog on BNI News.

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I recently watched a video on BusinessWeek.com that shocked me. BusinessWeek’s David Kiley explored the importance of trust when it comes to the reputation of brands as part of BusinessWeek’s Best Global Brands 2009. In his report, David Wiley states that these brands are having to “get back to trust” in with their marketing strategies: “Trust is now at the center of every marketer’s strategy.”

Get back to trust?

Why do they have to get back to trust?

How did they lose trust in the first place?

In his report, Wiley states, “Consumers want to know the truth.” The report uses McDonald’s as an example. Having survived the backlash against it’s fatty fast foods and beef farming practices, McDonald’s now engages PETA on a variety of issues, has not fought against posting calorie counts on its menu boards, and is called partner by Greenpeace for it’s efforts to save South American rainforests.

Whether your corporate brand lost trust or not, you don’t have to fall prey to that same mistake because it’s all about distinguishing yourself through your relationships. In your business relationships with others, you create your own level of trust.

The Great Places to Work Institute, a research firm that studies the dynamics that make a workplace great for employees, recently shared that there are no trust-neutral interactions. Every occasion in which you have the opportunity to interact—that is, to listen, to provide information, to do a favor, to follow up on fulfilling a promise—represents an opportunity to build trust or to damage trust, either by not following through or not proving to be true to your word.

So the question remains – why do we need to get back to trust?

How did we lose trust in the first place?

I think perhaps it’s because we got wrapped up in the fast way of doing things and fell away from cultivating relationships. And if we get back to relationships, being credible, displaying integrity, and being ourselves in the process, we can take control of those parameters on ourown. So that no matter what the brand does from an advertising aspect, trust is something we can take control of – and build – in each of our business’ partnerships and relationships .

In this short video clip Ed Wallace, of the Relational Group, gives listeners three tips to think about before going into your first client meeting.

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Relational Capitalist

One person who knows the value of getting more sales from all of his client-facing professionals—and so, appropriately, trains his staff to become better at focusing on relational capital—is Jerry, a client and friend who owns a rapidly growing corrugated box–manufacturing business. In a word, Jerry is a true relational capitalist!

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One of my colleagues, Noah Blumenthal, has just written a fabulous new book called Be The Hero. It is a fun read with a profound message.

This week Noah is donating 50% of the royalties he receives to the Miami Children’s Hospital. If the book makes it onto the NY Times bestseller list this week he will donate 100% of the week’s royalties.

This book only launched a few days ago and has already hit the following marks on Amazon:

• Top 20 in all books
• #1 in Business
• #1 in Self-Help
• #1 in Success
• #1 in Careers

Here is a chance to order a terrific book, one which could change your life, and help a great children’s hospital. You won’t be disappointed.

Noah’s website with more information:
http://www.be-the-hero.com/bestseller

Or click here to go ahead and buy now!!
http://tinyurl.com/lohcfp

Thank you so much for helping my colleague and this great cause.