The uncomfortable truth about business trust that nobody talks about:

We all think people buy from brands. But here's what actually happens—especially in consulting, coaching, and community-based businesses.

People don't connect with your logo or your company name. They connect with you.

When someone joins your coworking space or hires your services, they're not thinking about your brand values or mission statement.

They're thinking: "Do I trust this person? Do they get me?

Are we on the same wavelength?"

Here's where most business owners typically go wrong: They attempt to deploy trust as a marketing technique.

They craft the perfect messaging, optimise their about page, and strategically share personal stories.

But people can smell that manipulation from miles away.

What actually works? Just being genuinely helpful. Getting on the same frequency as the people you want to serve.

Connecting because you actually care, not because you're trying to convert.

The manipulation might yield a quick win, but an authentic connection fosters the kind of community that endures.

Bottom line: Stop trying to build trust with your brand. Start building relationships with your people.

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