Media disruption is changing the habits of some audiences as often as every three months, with young adults reacting to trends and changing the way they use or consume social media as often as once a quarter.

It’s a stark warning for marketing teams, who shouldn’t assume that because a marketing channel was effective two years ago, it should continue to be used in the same way, according to RMIT associate director of digital communications, Corinna Maloney.

That’s why maintaining a consistent brand with tone-of-voice variations across different channels to market is critical for maintaining brand trust in the face of disruptive media change.

“You’re not just a one-page description in brand guidelines. You have to be a personality,” she says. “When you deviate from that you actually lose their trust and then you have to start all over again to try and build that trust from your audience.”

Learn some tips and tricks for maintaining brand trust in disruptive environments based on the experience of RMIT.