Why Audiences Don’t Trust Brands: 7 Mistakes in Messaging

A brand’s relationship with its audience requires constant attention to detail. Putting an idea in a brochure, post, or email isn’t just about the wording itself but about the impression it leaves. The wrong message can destroy trust that took years to build. With the right communication, criticism can be turned into loyalty, and a brand’s position can be strengthened.

So where do brands go wrong and how can communication be reframed to truly resonate? Here are some of the most common mistakes in brand communication to address.

Consumers are overwhelmed by information and react to everything a brand puts out. Without clear, honest, and authentic communication, those consumers may push back publicly.

What You’ll Learn:

• What international brands often get wrong when adapting global messages for local markets

• The type of communication that resonates most with audiences and builds trust

• How to best respond to public criticism on social media

Mistake #1: Poor Localization of Global Campaigns

International companies have to manage global marketing and communication campaigns. The trouble is that these campaigns often lack local context for the cultural, social, and economic realities an audience or region might face. What feels natural and logical in one market can be a significant mistake — confusing, inappropriate, or even offensive — in another. The result is a message that feels foreign and inauthentic to local audiences.

Example:

Kinder, an international chocolatier, tried to adapt a campaign that turned unintentionally comical. The ad showcased a young student receiving a chocolate Kinder egg as a reward for achieving top grades, even though the school typically used a different grading scale. For the audience, this small detail signaled the campaign was copied rather than thoughtfully localized, undermining the brand’s credibility.

What to Change:

Before launching global messaging for local audiences, take a second look at slogans, visuals, and cultural references. Localization isn’t just translating one language to another. It’s about fully adopting the local context, values, and social climate. Pre-test campaigns with local audiences to ensure authentic communication that will build trust instead of distance.

Mistake #2: Overly Complex Language and Industry Jargon

Just because you work in an industry doesn’t mean everyone outside it understands its abbreviations or jargon. Internal language should not be used to communicate with a broad audience (e.g., press releases, social media, or public statements). Otherwise, brands risk confusing audiences and losing their interest.

Example:

Take an international IT networking company that puts out a PR celebrating how it has “strengthened its ESG focus by implementing new KPIs within an evolving DEI strategy.” For those working in the corporate arena, this is self-explanatory. For those outside it, this is just confusing.

What to Change:

Brand communication must be clear and concrete. Messaging should be delivered in a “human way,” like the company is having a conversation with a general audience unfamiliar with the industry. The same statement can be shifted to something clearer, such as: “We are taking more steps to demonstrate our responsibility for the environment and people by setting clear, measurable goals for the future.”

Mistake #3: Ignoring Context Sensitivity

Every region of the world experiences economic and sociopolitical issues. Whenever a brand sends out new communication, time should be taken to consider what’s going on in a given region. That will shape what your brand is trying to communicate.

Example:

Zara fell into this communication trap when the fashion brand launched an eveningwear campaign in the middle of the COVID-19 lockdowns. The slogan “Get ready to go out” didn’t make much sense given the strict restrictions on public interactions. As a result, Zara appeared out of touch with reality, often being accused of insensitivity on social media.

What to Change:

Even when a campaign is “ready to go,” take a moment to check the calendar and public news cycle. That simple step can prevent many ill-timed messages from negatively impacting a brand’s reputation.

However, it is essential to note that Zara’s strategy could be to tolerate such controversies. Some argue that provoking reactions keeps more “eyes” on the brand, after which the company can issue quick apologies or clarifications to restate its position. The idea is to capture attention that might otherwise go to competitors. It’s risky, but can work.

Mistake #4: Using Stereotypes & Discrimination

Modern audiences expect equal access for everyone. Nationality, gender, age, social background, or physical ability should not restrict opportunities. Any brand that uses jokes based on those demographic differences or stereotypes risks being perceived as unethical, discriminatory, or outdated.

Example:

H&M found itself in one such social controversy after a 2018 photo appeared on the brand’s website featuring a Black child wearing a hoodie. The slogan across the chest read “Coolest monkey in the jungle.” As expected, social media interpreted the image as racist, and the company did little to help by remaining silent at first, adding more fuel to the fire and leading to calls for a boycott.

When H&M finally issued a public apology and removed the image, the delayed response deepened the crisis. The public accountability and removal of the image in question helped restore trust only partially.

What to Change:

It’s always essential to conduct a “content audit” before any communication. Consider current social values and involve experts in ethics and inclusion. That will help avoid tone that may be perceived as discriminatory or unethical by any audience.

If a mistake is made, responding as quickly as possible, through a respectful and transparent lens, lowers the risk of it escalating into a full-scale crisis.

Mistake #5: Actions Not Matching Words

Audiences will quickly sense insincerity. A company claiming to care about sustainability, family values, or inclusion but taking actions that contradict these values will provoke a negative reaction.

Example:

Consider a large extractive company involved in mineral mining. The brand frequently emphasized its social responsibility and commitment to environmental protection standards. At the same time, media outlets and experts reported allegations of pollution in various regions. The more these reports grew, the wider the gap the public perceived between what the brand was saying and what was actually happening.

Retail chains have the same issues. A brand might position itself as people-centric, supporting families, but when employees fill public forums with workplace complaints over harsh conditions and low pay, it often triggers waves of criticism. Authenticity matters to the public.

What to Change:

Always back up brand values with real, authentic actions. After the actions are taken, communicate them to your audience so the messaging carries more weight.

Mistake #6: Failing to Respond to Criticism

Audiences expect brands to respond to online feedback. There is a sense of immediacy with a simple DM on social media or a comment on a post. While that’s convenient for the public, it means brands can face extreme public criticism by underestimating the impact of a single misplaced response. Freezing out or ignoring negative comments, deleting uncomfortable questions, or remaining silent can erode trust.

The same is true if the pendulum swings too far the other way. If a brand overreacts to criticism or uses poorly judged messaging, it can also escalate the situation.

Example:

H&M’s 2024 school uniform campaign fell short of its communication goals in Australia. The images featured two young girls with the slogan “Make those heads turn.” Many audience members perceived this communication as a potential sexualization of children, triggering widespread online outrage. The retail brand didn’t respond in the first few hours, allowing adverse reactions to escalate.

When H&M issued an apology and removed the images, openness and acknowledgment of the mistake helped ease tensions, but some trust was lost.

What to Change:

Whenever a brand falls into a scandal, silence is rarely the best course of action. Criticism is an opportunity. When a brand responds calmly and with respect, it builds trust with an audience, but action must be taken quickly.

Take the time to assess the situation and determine how to respond. Acknowledge the mistake openly and explain how the brand will address it going forward. The sooner that response can come out, the less damage it will do in the long run. It’s also important to reflect on what happened and put measures in place to prevent such mistakes in the future.

Mistake #7: “Everything and Nothing at the Same Time”

Sometimes a company spokesperson will give an interview or an AMA. They’ll speak confidently and at length, but leave audiences wondering what this might be really about. Audiences need clarity about what a brand does, the steps it is taking, and the results it has achieved.

Example:

Consider a company with a phrase like “We support sustainable development and value every individual.” That may sound appealing, but it carries little substance. People want examples, case studies, data, or impact stories. Otherwise, those statements feel empty and fail to resonate with an audience.

What to Change:

Whenever preparing messaging, consider a specific person or audience being addressed. Speak their natural language and take their interests and concerns into account. Don’t overdeclare values. Demonstrate how a brand will follow through with actions, facts, and figures.

Instead of saying “We care about the future,” consider something like “Over the past three years, we have funded 120 scholarships for local students.”

Reframe a statement like “We value our employees” to read “We invested over €100,000 in team training, with 70% of staff completing professional upskilling.”

When there is an opportunity to replace abstract slogans with hard facts and numbers, words become evidence.

Final Thoughts

Effective brand communication is built on honest, respectful, and specific messaging. Every single communication needs to be evaluated for clarity, relevance, and specificity. It must be both aligned with a company’s real actions and the needs and cultural space of local audiences. That is how to build trust and loyalty.

Honest dialogue will always be more effective than polished wording alone. A brand that speaks with clear purpose and in a respectful manner will be heard and supported. That little effort goes a long way.