Words have the power to build – or break - brand trust

Words hold immense power in shaping trust—whether with customers, investors, leadership, or teams. In moments of brand crises especially, the right words can safeguard credibility, while the wrong ones can create ripple effects of damage. Leaders who communicate with precision and purpose are viewed as authoritative voices, whereas poor choice of words can have the opposite, undesirable effects.

Sound bites are the cornerstone of impactful communication. These short, memorable statements grab attention and stay remembered long after the conversation. In today’s digital media, you only have seconds to capture your audience’s interest – or lose them in seconds.

Crafting clear and compelling sound bites is crucial to commanding media attention and audience engagement. Such quotes are likely to be repeated in articles – and can even become the headlines themselves achieving the desired outcome.

The power of well-crafted sound bites can frame narratives, spark movements, and deliver a point with precision. They resonate deeply, putting events and people into sharp perspective.

Consider these two contrasting examples:

• Greta Thunberg, Climate Change Activist: "How dare you pretend that this can be solved with business as usual." (UN Climate Action Summit, 2019) - a rallying cry that mobilised global attention on climate action.

  
  

• Tony Hayward, CEO of BP: "I’d like my life back." (Press conference during the Gulf of Mexico oil spill). A statement widely criticised as out of touch, damaging BP’s reputation during a critical crisis.

  
  

These examples demonstrate the power of words as catalysts for change or a risk harming brand sentiment.

At JIN Consulting, we empower leadership and teams to create and deliver sound bites that engage the media. Through tailored media training, we’ll guide you in choosing words for impact and convey a message, in a creative twist.  Don’t leave your media success to chance.