Secrets of 10 Most-Trusted Brands

3. Live Up to Your Promise: FedEx

FedEx could create a strong corporate identity with its passion for living up to its promises. They always made it a point to do the task at hand and to meet the deadlines. The company wins everyone’s hearts for being able to achieve what it promises and for the efficiency with which it accomplishes its tasks.

According to Kari Blanchard, Senior Director of Strategy, FutureBrand, New York, in addition to providing a reliable service, the brand achieves customer trust through its initiatives such as “We Understand” campaign organized by the company. "They've elevated the brand by recognizing that it's not just about the logistics of moving packages and boxes. They appreciate that it's people's treasures, livelihoods and futures, and that the contents of those packages mean a lot to people," he added.

Furthermore, FedEx keeps in contact with its customers through its personalized rewards program and by interacting on social media channels.  "When you've already nailed attributes like trustworthiness and reliability--things that are essential to the business but don't exactly make you fall in love with a brand--that's where thinking of your customer as a person and not just a number becomes crucial," Blanchard said.

Have a look at the secrets behind the success of the most-trusted American brands.