How to Build Brand Trust: Real Insights, Mistakes to Avoid, and a Step-by-Step Playbook

‍81% of customers say they won’t consider purchasing from a brand unless they trust it.

Consumers have more choices than ever. They’ve also seen enough misleading ads, fake reviews, and corporate PR disasters to be skeptical of anything a brand claims. In a world where one bad tweet can go viral and destroy years of reputation, trust is the most valuable asset a business can have.

Yet, most advice on how to build brand trust feels corporate and vague. You’ll find the same generic tips repeated: be authentic, provide value, engage on social media. But what does that actually look like in practice? How do real businesses earn trust — and, more importantly, rebuild it when things go wrong?

As those who help companies establish and strengthen brandtrust with the help of design, at TodayMade we decided to create the guide that would cut through the fluff. It’s built on real insights from entrepreneurs, marketers, and business owners — not just theory. You’ll find:

• The real reasons brand trust is harder than ever 
• Six core principles that make brands trustworthy (backed by real-world experiences)
• A step-by-step playbook for building, maintaining, and recovering trust

So, let’s learn exactly how to create a brand that people believe in.

What is brand trust?

Brand trust is the confidence consumers have that a company will deliver on its promises, act honestly, and prioritize customer interests. It’s built through consistent experiences, transparency, and ethical business practices. 

When people trust a brand, they believe it will provide quality products, fair treatment, and reliable service without deception or hidden agendas. 

What makes building brand confidence such a challenge then? 

Why brand trust is harder than ever

Brand trust isn’t something you can build overnight — it’s a slow, deliberate process. One Reddit user compared it to filling a barrel with marbles. 

Every time a brand delivers on its promises, it adds a marble. But one broken promise, one bad experience, or one public mistake can tip the barrel over, spilling years of trust in an instant.

The digital world has made trust both more valuable and more fragile than ever. So why has building brand trust become so difficult?

Consumers are more skeptical

Decades of exaggerated marketing claims, misleading ads, and influencer promotions have trained consumers to question everything brands say. Instead of taking a company’s word at face value, customers now turn to third-party reviews, social media discussions, and independent sources before making a decision.

This skepticism isn’t unfounded. Consider the Fyre Festival scandal. Marketed as an ultra-luxury music festival in the Bahamas, it used high-profile influencers like Kendall Jenner and Bella Hadid to build hype. The promotional materials promised an exclusive experience. But when attendees arrived, they found FEMA disaster tents, soggy cheese sandwiches, and zero organization. The festival collapsed in real-time, leaving stranded customers furious and further reinforcing the idea that brands will say anything to make a sale.

Stories like this make consumers wary. They’re no longer impressed by polished advertising or influencer endorsements. If they can’t see real customer interactions, they assume you’re hiding something.

So, the shift is clear: brands that prove their value through action, rather than words, are the ones that earn lasting trust.

New brands have an uphill battle

Established brands have the advantage of reputation. They’ve spent years building relationships, earning customer reviews, and proving their reliability. But for startups and lesser-known businesses, the challenge is different: how do you convince people to trust you when you have no track record?

One Reddit user put it simply: 

"Clear and consistent language that speaks to your target audience and reflects your values is the first step in developing a strong brand identity." 

In other words, new brands can’t rely on reputation, they need to prove their trustworthiness through action from day one.

For early-stage businesses, this means:

• Being transparent about pricing, policies, and what customers can expect.
• Delivering exceptional service to turn first-time buyers into advocates.
• Actively engaging with customers through social media, forums, and direct communication.

Trust can be lost in seconds

Trust takes years to build but only moments to destroy. One mistake, whether it’s a misleading claim, a hidden fee, or a poorly handled controversy, can erase years of credibility.

Take BrewDog, for example. The company built a strong brand on its rebellious, anti-establishment identity. But in 2021, allegations of a toxic workplace culture surfaced, with former employees accusing the company of fostering a climate of fear and pressure. 

The backlash was swift, with media coverage, online criticism, and even an independent worker-led platform exposing negative experiences.

For many brands, that kind of scandal can be the beginning of the end. But BrewDog took steps to repair its reputation — conducting an internal review, increasing employee benefits, and ultimately securing a spot on The Sunday Times’ Best Places to Work list just a year later.

The key lesson? A slow response or defensive reaction can make a bad situation worse. Brands that face public criticism need to act fast, take responsibility, and show real, measurable change, because in today’s world, silence isn’t an option.

Despite the fact that earning trust is tough, there are actionable methods to keep it. So what separates brands that succeed from those that lose credibility? It comes down to six key principles.

How can a company build trust (according to Reddit’s entrepreneurs)

Trust isn’t built on flashy marketing or empty promises — it’s earned through consistent, transparent, and ethical actions.

Cravingslay from Reddit described it like this: 

Put simply, trust isn’t a one-time achievement. It’s something brands must prove over and over again through how they treat customers, communicate, and respond to challenges.

Here are six key ways to build and maintain brand trust.

1. Radical transparency: Say what you mean, mean what you say

Customers don’t just appreciate honesty — they demand it. 90% of shoppers stick with brands they perceive as transparent, and 75% are even willing to pay more for products or services from companies they trust. Any sign of hidden fees, vague policies, or misleading marketing will immediately raise suspicion.

A Reddit user captured this perfectly:

How to apply this:

Make pricing, terms, and policies crystal clear.

• Hidden fees, vague refund policies, and misleading claims destroy trust instantly.

Explain not just what you do but why.

• Customers trust brands that show their decision-making process. If you raise prices, improve a product, or discontinue a service, be upfront about the reasons.

Communicate when things go wrong.

• If there’s a shipping delay, a product issue, or a company change, inform customers before they ask.

So, the brands that succeed are the ones that consistently prove their trustworthiness through transparency, clear communication, and integrity.

2. Own your mistakes (and recover like a pro)

Nobody expects brands to be perfect. But they do expect them to be accountable. Customers don’t lose trust because of a problem, they lose trust when companies deny, deflect, or ignore the issue.

A Reddit user put it bluntly:

In other words, trust isn’t about never making mistakes — it’s about how you handle them.

How to apply this:

Acknowledge mistakes quickly and publicly.

• Customers don’t expect perfection, but they do expect honesty. Silence creates speculation.

Apologize the right way (without excuses).

• A good apology is clear, direct, and doesn’t shift blame. A bad apology makes things worse.

Show what you’re doing to fix the issue.

• Words aren’t enough, customers want to see action. If a company messes up, it needs to follow through with real changes (remember the story of BrewDog?).

So, trust isn’t lost when a mistake happens, it’s lost when a brand refuses to take responsibility. The fastest way to recover? Own the mistake, fix it transparently, and prove you’ve learned from it.

3. Social proof isn’t enough – real engagement matters

Positive reviews are helpful, but customers today want proof of real interactions. A brand that only collects testimonials but never engages with customers can feel artificial.

One Reddit user put it this way: 

Another Redditor emphasized that being present and engaged matters just as much as showing positive reviews:

The key takeaway? Trust isn’t just built by having reviews, it’s built by showing up, interacting, and proving that your brand is engaged with its audience.

How to apply this:

Engage in real conversations, not just promotions.

• Respond to customer comments, DMs, and questions promptly.
• Participate in discussions on platforms where your audience is active—whether it’s Twitter, Reddit, or LinkedIn.

Make your brand feel accessible.

• Keep your social media accounts updated and don’t just post content — interact with followers.
• Ensure your website has clear contact information and easy ways for customers to reach you.

Show passion and authenticity.

• People trust brands that genuinely care about what they do. If your brand stands for something, express it in your messaging and customer interactions.
• Passionate brands create loyal communities, not just one-time customers.

4. Be consistent everywhere (because inconsistency feels like a scam)

Nothing kills a trusted brand faster than inconsistent messaging. If your website says one thing, but your customer service team says another, customers will assume something isn’t right.

A Reddit user shared this branding advice: "Clear and consistent language that speaks to your target audience and reflects your values is the first step in developing a strong brand identity."

In other words, your brand’s values, tone, and messaging should align across all platforms — from your ads to your website to customer service interactions.

Another Redditor shared a valuable perspective:

This advice highlights a common problem: brands that constantly shift their messaging, tone, or design lose credibility. Customers want to know exactly what to expect from a brand.

One more thing that both of these brand trust insights highlights is: Your design choices impact trust as much as your messaging. If your visuals, tone, and communication feel disjointed or inconsistent across platforms, customers will question your credibility. 

How to apply this:

Unify your brand messaging.

• Define 3–5 key themes your brand stands for (e.g., sustainability, affordability, luxury). Every piece of content, emails, ads, social media posts, should reinforce at least one of these themes.
• Train customer support and sales teams to speak in the same tone and use the same key phrases when addressing customers.

Create a brand style guide and stick to it.

• Document approved fonts, colors, logo usage, and design rules to ensure all visual materials stay on-brand.
• Make sure your website, emails, social media, and ads follow a cohesive style.

Audit your brand’s consistency across platforms.

• Review your website, emails, social media, and advertising. Does your messaging, tone, and design align everywhere?
• Look for inconsistencies in pricing, policies, or brand statements. Customers notice when information varies by platform.

Invest in professional design to maintain consistency.

• Brands that scale often lose visual coherence — logos start looking stretched, presentations feel mismatched, and ad designs look disconnected.

That’s what we at TodayMade deals with. We help brands maintain seamless consistency across all touchpoints, ensuring their visuals match their values. From illustrations and presentations to email templates and animations, we can manage multiple projects at once without compromising quality or creating chaos in the process.

A glimpse into how TodayMade ensures design consistency across different formats:

5. Give value before asking for anything

People trust brands that educate, entertain, or help them before pushing a sale. If a brand’s only communication is “buy now,” it signals that they care about revenue not relationships.

But trust isn’t built on content alone — it’s built on authenticity. Customers don’t just want educational material; they want to connect with brands that feel human.

As one Redditor put it:

Brands that only showcase successes and polished marketing messages feel distant. But those that open up about challenges, lessons learned, and real customer experiences feel relatable and relatability drives trust.

How to apply this:

Use storytelling to build trust.

• Create content around real milestones, struggles, and lessons learned. Share how your business overcame early challenges or improved based on customer feedback.
• Instead of just talking about your product, share the journey behind it — what inspired it, what obstacles you faced, and how customers have influenced its evolution.

Feature real experiences, not just marketing copy.

• Incorporate customer stories, testimonials, and case studies that show how real people interact with your brand.
• Go beyond polished reviews — show real conversations and interactions. Highlight behind-the-scenes moments that let customers see the people behind the brand.

Be transparent about challenges.

• If something went wrong and you fixed it, share that experience. Customers trust brands that show resilience and honesty.
• Showcasing failures (and how you handled them) makes you more relatable and credible than pretending everything is perfect.

Customers don’t trust faceless corporations — they trust real people and brands that feel human. Sharing genuine stories and real experiences makes your brand more relatable, memorable, and credible.

6. Take a stand (but do it authentically)

Consumers don’t just buy from brands, they align with them. But empty activism and performative gestures can backfire. Customers are quick to call out companies that jump on social causes for PR reasons rather than true commitment.

One Redditor offered this perspective:

The best brands don’t try to be everything to everyone — they stay true to their core beliefs and values. Taking a stand shouldn’t be a marketing move, it should be a reflection of what your brand genuinely represents.

How to apply this:

Take a stand on issues that align with your brand’s values.

• If you run a sustainable fashion brand, standing for climate action makes sense. But jumping into random social issues for PR points can feel disingenuous.
• Customers can tell when brands genuinely care about a cause versus when they’re just riding a trend.

Back up your words with real action.

• Don’t just post a one-time statement—follow through with partnerships, donations, or policy changes that prove your commitment.
• Example: Ben & Jerry’s consistently supports social justice causes through long-term advocacy and real actions, not just marketing.

Don’t be afraid to alienate some people.

• If your brand stands for something, not everyone will agree—and that’s okay.
• The brands that take meaningful stands build stronger connections with the right audience, rather than trying to please everyone.

That’s was the last pillar that help companies create a reputable brand. Understanding these six principles is the first step but knowing how to apply them consistently is what truly builds lasting trust. In the next section, we’ll break down a step-by-step playbook for integrating these trust-building strategies into your brand from day one.

The trust-building playbook (step-by-step guide)

Many brands fail not because they lack good intentions, but because they don’t have a structured approach to earning and maintaining trust.

Building trust isn’t a one-time effort. It’s a process that unfolds in three key phases:

1. The first 30 days – Laying the foundation for trust from the start.
2. The growth phase – Scaling trust while staying authentic.
3. Crisis mode – Handling trust breakdowns the right way.

Here’s how to approach each stage.

The first 30 days – how to build trust from day one

For new brands, trust starts before the first sale. Customers won’t take your word for it, they want proof that your business is legitimate, transparent, and reliable. The way you handle early interactions sets the tone for long-term trust.

Trust-building checklist for new brands:

• Clarify your core message & brand values from day one.

• Define 3–5 key themes your brand stands for (e.g., sustainability, affordability, expert-driven).
• Make sure your website, social media, and ads communicate the same message.

• Make essential information easy to find.

• Display pricing, policies, return conditions, and shipping details clearly — hidden fees destroy trust instantly.
• Have a FAQ page or chatbot to answer common concerns.

• Launch with transparency, show the people behind the brand.

• Introduce yourself and your team with a behind-the-scenes story or video.
• Share your brand’s mission in a way that feels human, not overly corporate.

• Create social proof—even if you don’t have customers yet.

• Get beta testers or early users to leave real, detailed feedback.
• Showcase partnerships, collaborations, or media mentions if available.

• Deliver value before asking for anything.

• Share free resources, tips, or insights that help your target audience.
• Run a low-risk offer (free trial, sample, or money-back guarantee) to build confidence.

• Respond to EVERY comment, DM, and review.

• In the first 30 days, customers are watching how you engage. A slow or robotic response kills trust.
• If you get criticism, address it openly—avoid defensive responses.

• Send a "We’re here for you" email to first customers.

• Welcome them with a personalized email explaining what they can expect.
• Include customer support options, FAQs, and an invitation to reach out.

First impressions shape long-term trust. A bad first experience can send a customer to your competitor—but a great one can create lifelong loyalty.

The growth phase – scaling trust without losing authenticity

As your brand grows, maintaining trust becomes more difficult. Expanding teams, increasing marketing efforts, and scaling operations often lead to inconsistencies — and inconsistency erodes trust.

Trust-sustaining checklist for growing brands:

• Make consistency a company-wide standard.

• Create brand guidelines covering tone, messaging, visuals, and customer experience.
• Train every team (marketing, sales, support) to communicate the same core messages.

• Prioritize engagement, not just growth metrics.

• Set a policy to respond to customer messages, comments, and reviews within 24 hours.
•  Assign a dedicated person or team to manage community interactions.

• Keep leadership visible & connected.

• Founders, executives, or key team members should personally engage with social media followers, on blogs, or video updates.

• Make your brand accessible across multiple channels.

• Ensure your website, emails, and social media have clear, easy-to-find contact options.
• If scaling globally, offer multilingual support or region-specific FAQs.

• Use automation — but don’t lose the human touch.

• Chatbots, email sequences, and auto-replies can help with scale, but real human responses should handle complex issues.

• Keep internal culture strong, employees are brand ambassadors.

• Employees who feel valued, heard, and aligned with company values naturally reinforce trust in customers.
• Share employee spotlights, company culture posts, or behind-the-scenes updates to humanize your brand.

• Listen & adapt, customer trust isn’t static.

• Regularly review feedback, complaints, and suggestions. What worked when you were small might not work as you scale.

A brand that scales but loses its engagement, accessibility, and passion quickly starts to feel corporate and impersonal. The key to long-term trust is to maintain the same level of connection with customers — no matter how big you grow.

Crisis mode – how to handle a trust breakdown

Even the most trustworthy brands will eventually face a mistake, controversy, or PR crisis. What separates those who recover from those who don’t is how they respond.

Crisis response checklist

• Acknowledge the issue immediately (don’t stay silent).

• Address the situation as soon as possible to prevent speculation.
• Issue a clear, public statement acknowledging the problem.

• Take full responsibility without excuses.

• Avoid vague, defensive language.
• Clearly state what went wrong and own up to it.

• Show exactly what you're doing to fix it.

• Outline a concrete plan for addressing the issue.
• Provide a timeline for changes and updates.

• Overcorrect if necessary.

• If the mistake was significant, go beyond a basic fix.
• Implement stronger policies, safeguards, or improvements.

• Keep the conversation open — don’t “move on” too quickly.

• Follow up with customers regularly on progress.
• Keep communication channels open for feedback.

• Turn the crisis into an opportunity to reinforce brand values.

• Use the moment to demonstrate commitment to your mission.
• Align your actions with your long-term brand promises.

Consumer trust isn’t lost when a mistake happens, it’s lost when a brand refuses to take responsibility. The fastest way to recover? Own the mistake, fix it transparently, and prove you’ve learned from it.

That was quite a long story on how to build trust. Now, let’s wrap up with some final thoughts on making trust a lasting part of your brand strategy.

How can you build brand loyalty?

Brand trust isn’t built overnight—it’s earned through consistent actions, transparency, and real customer engagement. Here’s a quick recap of what it takes to create a brand people believe in:

• Be radically transparent. Say what you mean, mean what you say.
• Own your mistakes. Customers don’t expect perfection, but they do expect accountability.
• Go beyond social proof. Real engagement matters more than just reviews.
• Stay consistent across all platforms. Mixed messages create doubt.
• Give value before asking for anything. Trust is built by helping, not just selling.
• Take a stand—authentically. Customers align with brands that truly believe in something.

At the end of the day, trust isn’t about what you say — it’s about what you do. Brands that commit to long-term transparency, integrity, and engagement don’t just earn trust; they turn it into lasting loyalty.

If you're looking for cost-effective ways to strengthen trust, attract new customers, and build loyalty, check out our guide on Budget-Friendly Content Marketing for Small Business. It covers practical strategies to grow your brand without overspending.