Why engineering quality is the new frontier of brand trust
Technology is central to most brand’s offerings these days. Miriam Healy, engineering director at AKQA Australia, explains why your digital brand experience needs to be both technically reliable and ethically sound.
In today’s crowded digital landscape, trust is one of the most powerful brand differentiators. It’s not just a nice-to-have or a bolt-on, it must be engineered into every interaction, every touchpoint, every pixel. From an engineering perspective, this means ensuring that your digital brand experience is both technically reliable and ethically sound. This is the foundation of how we must build.
Trust starts with the basics: your website loads smoothly, your app doesn’t crash, your kiosk interface is intuitive. These seemingly mundane details are, in fact, critical. When a brand’s digital experience falters, even momentarily, it erodes user confidence. And, in a market where consumers have infinite choice, confidence is currency.
A company like Bunnings deeply understands this. Their trustworthiness isn’t just built on strong branding or excellent customer service – it’s grounded in seamless, consistent technical performance and relatively clear data handling practices. Every interaction seeks to affirm that the brand can be relied upon.
