‘Loyalty Starts with Honesty’: RIEL on Trust as the Foundation of the Brand at SBC Summit Ukraine
How do you build a brand people trust? At the IV SBC Summit Ukraine, RIEL’s Marketing Director, Borys Tsomaia, shared the brand’s philosophy — one that isn’t afraid to be honest.
In his presentation ‘Little Things That Matter: Building Brand Loyalty,’ he spoke about how trust is not born from advertising campaigns or discounts, but from sincerity, transparency, and respect for the customer.
‘You don’t need to invest huge budgets to become a brand people love. Start with honesty. Be open, acknowledge your mistakes, and you will earn respect. You will never be able to please everyone. Communicate with those who value your product — they will become your ambassadors,’ he noted.
Borys Tsomaia also shared his personal experience at RIEL, explaining how transparency and direct communication help build trust even in times of crisis: ‘We don’t hide behind polished social media posts. We are always open to an honest dialogue. And this is exactly how trust is built.’
Summing up, he encouraged brands to be bold — but mindful: ‘Be bold, but don’t forget about relevance. Loyalty cannot be bought — it is born where honesty, consistency, and a strong product come together.’
