5 Lessons on Building a Brand People Trust (as featured in Authority Magazine)
Recently I was featured in Authority Magazine, Medium to share the five brand strategies I lean on the most when helping founders turn what they do into a brand people actually believe in.
In that interview, I gave the headline takeaways, but here’s the extended version. This is the part where I tell you not just what to do, but why it works, and how to start applying it without needing a full rebrand.
If your brand doesn’t feel like something people remember, refer, or trust instinctively—this one’s for you.
5 strategies to build a loved and trusted brand
1. Say the thing your ideal client is already thinking
“Trust starts when people feel understood.”
Sometimes one sentence is all it takes. I’ve had clients tell me, “I didn’t even finish your homepage—I just knew.” That’s the moment we’re aiming for: when someone reads your words and thinks, finally, someone gets it.
Extra context:
This is why I spend so much time in message research. I want to understand what your people are already saying in their heads so your copy can meet them there. That one sentence might live on your homepage, in a headline, or even as part of your logo lockup. It’s an entire feeling. And when it’s paired with the right visual moment (color, layout, imagery, white space)… it lands.
2. Make your message simpler than you think
“Fancy feels smart. Simple feels safe.”
A confused browser doesn’t convert, and yet, so many people fill their site with clever phrases or jargon that just doesn’t land. Simplicity isn’t about dumbing down. You want to make the value of your offer so obvious, no one has to think twice.
Extra context:
Even the most sophisticated offers need simple language. Look - cognitive load is real, especially in the noisy world we live in. Your audience is intelligent, but they’re also overwhelmed. When you reduce friction in the message, you remove a barrier to belief.
So distill what actually matters to the buyer and lead with that. People trust what they can understand quickly.
3. Back up your claims with actual proof
“People believe what they can see and what others say about you.”
Trust builds when people see evidence. And I don’t mean vague “she’s amazing” blurbs. They want to see
Real stats
Specific results
Visuals
Screenshots
Stories
It’s PROOF. (and yeah, a little bragging, but be PROUD of what you’ve built)
Extra context:
Your results don’t belong in a dusty Google Drive folder. And yes, even service-based businesses can show proof without giving away client IP. Ask better testimonial questions. Track your wins. Let people see what’s possible. If you want some pre-written prompts to gather QUALITY testimonials from your clients, I highly recommend this resource* that I also use and love. Use Shannon10 for 10% off!!
*This is an affiliate link and I may make a small commission if you purchase through it. It’s no extra cost to you - just a little extra coffee money for me and a discount for you. Win-win.
4. Let your personality show within structure
“Professional doesn’t have to mean boring.”
No one connects with a personality-less brand. But a voice without strategy simply becomes noise. And a structure without voice is just sterile. You need both.
Extra context:
When I say structure, I mean clear hierarchy, thoughtful layout, copy flow that guides people from curiosity to clarity to conversion. The shape of your brand. The bones. It shows up in your website layout, your color palette choices, your content rhythm, even your tone shifts between sections.
Visuals matter here too. Your fonts, your imagery, your color use—those are part of how your personality comes across. So yes, you can have playful copy, but it needs to sit inside clean visuals that support it, not fight it. That’s what makes someone think, “This is fun and trustworthy.” That’s what keeps them scrolling.
5. Align your visual experience with your actual experience
“I feel like I’m doing excellent work in a bad costume”
That line from a client hit me hard. Her was was SO good but her brand told a different story… which created a total disconnect and cost her clients.
Extra context:
Your visuals don’t need to be trendy, but they do need to feel like they match the level of service you’re providing. That alignment builds subconscious trust and gives you permission to raise your rates without hesitation.
Want the original interview? You can read the full Authority Magazine piece here.
And if this made you realize your brand is close but not quite doing its job—I created Brand Strategy (the most popular way for people to start working with me) for exactly that. It’s a strategic assessment that helps you find the gaps, connect the dots, and walk away with a 90-day plan that actually feels doable. Reach out if you want details or click here to learn more.
