Trust in marketing isn’t just about what you sell or the promises you make. It’s about how you show up—imperfect, evolving, and real. The brands that build long-term trust aren’t the ones claiming perfection. They’re the ones showing their humanity: the wins, the lessons learned, and even the missteps. Trust in marketing begins with showing up as human.
In his book, Supercommunicators: The Power of Connection in a Distracted World, Charles Duhigg emphasizes that people connect deeply with stories that reveal human struggles and values. He writes, “People don’t trust perfection; they trust vulnerability.” Sharing your experiences and letting your audience see the people behind the brand builds trust because it shows them they’re connecting with humans, not a faceless corporation.
Here’s how to build trust with your marketing by leading with your humanity.
Why Trust Matters More Than Ever
The 2023 Edelman Trust Barometer highlights that businesses are now more trusted than governments or media to address societal challenges. But only 39% of North American brands are seen as trustworthy.
Why the gap? Because people want to see real humans behind the brand. They crave authentic connection over polished perfection. According to Duhigg, “We build trust through shared experience. We create belonging through our stories.”
Four Ways to Build Trust Through Marketing
1. Share the Humans Behind Your Brand
Your audience wants to know who you are, what you believe in, and what makes you human. This might mean sharing personal anecdotes, lessons learned, or even acknowledging where you’ve fallen short.
When we see brands that openly talk about their challenges and values, we perceive them as real, relatable, and trustworthy. Sharing those behind-the-scenes moments doesn’t diminish your credibility—it enhances it. An Example: Instead of a polished “About Us” page, try sharing a story of how your business overcame a challenge or evolved.
Actionable Tip: Post a short, vulnerable story about a mistake your team made and what you learned from it. Show that growth and accountability are part of your brand values.
“You earn trust not by claiming expertise but by proving that you care enough to share your humanity.” —Charles Duhigg, Supercommunicators
2. Align Your Content With Your Purpose and Values
Your brand’s purpose is its “why”—the reason it exists beyond profit. When your marketing reflects that purpose, it feels more authentic. For example, a sustainability-focused brand can share stories of its environmental impact, giving audiences tangible proof of its commitment.
Actionable Tip: Audit your existing content. Does it align with your purpose and values? If not, start weaving your “why” into everything from blog posts to social media updates.
3. Solve Problems With Your Content … But Be Honest About What You Don’t Know
Trust isn’t built on pretending to have all the answers. It’s built when you acknowledge uncertainty and show that you’re learning and evolving. For example, if you’re going through tough times with a product launch or facing delays, consider communicating openly, saying, “We’re not sure, but we’re working on it.” Doing so will build more trust than staying silent or evasive—or worse, not saying anything at all.
Actionable Tip: Use your newsletter or social media to share a challenge your team is navigating. Bring your audience along for the journey.
4. Be Consistent Across Channels to Build Credibility
Consistency across your brand’s messaging, tone, and channels reinforces trust. It shows you’re reliable and dependable. And your messaging, tone, and values should feel cohesive whether someone encounters your brand on Instagram, LinkedIn, or in an email; it shows that you are what you say you are, no matter where they meet you.
Actionable Tip: Develop a Messaging Map (a tool I outline in Content With Purpose) to ensure your communication is unified and values-aligned across all platforms.
It’s About Connection, Not Perfection
Trust-building content isn’t about being flawless—it’s about being human. Share your team’s quirks, values, and even your mistakes. People will connect with your humanity and stay loyal because of it.
Ready to Build More Trust With Your Marketing?
Let’s work together to create content that sparks connection and grows your business.
