How to be a credible brand

We all want to build more trust in our brands.

Yet trust is often talked about as a single thing.

However, this simple idea — the Trust Equation — breaks it into clear parts.

And in this article, I am going to cover off 4 simple ways to tackle that first element: Credibility. I will cover: What is credibility and these 5 simple tips:

• Prove it with evidence

• Use insights, not opinions

• Be the expert (but don’t shout about it)

• Showcase your people

• Share your publicity

What Is Credibility? Building credibility is a key element to building trust in your brand. And the good news is something you can deliver, measure and prove the value of marketing. It’s something you can actively work on — and measure.First things first, let’s talk about delivering credibility.The Credibility Question

Credibility comes down to one simple question your audience is asking, often subconsciously:

“Do I believe what this brand is saying?”

Yet brand messages are met with scepticism these days. So here are four practical ways marketing teams can build credibility that actually leads to trust.

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1. Prove it with evidence Don’t just tell people — show them.

• Use genuine testimonials

• Share case studies that explain what happened and why

• Highlight real signals of demand (e.g. most-used or most-chosen products)
  

Evidence beats claims every time.

2. Use insight, not opinion Marketing becomes more credible when it is insight led. For example:

• If you work in buy to let, share insights from landlords and brokers

• If you target mortgage brokers, reflect what they actually experience day to day
  

Insight shows you’re close to the market; opinions alone do not.

3. Be the expert (but don’t shout about it) Credibility grows when you help your audience learns. Ask yourself: what do we know that our audience might not?

Then:

• Share practical thinking, not generic thought leadership

• Create sharp white papers, guides or visuals that explain, not impress

  
  

4. Showcase your people People trust people before they trust brands. Therefore:

• Put your experts front and centre

• Use panels, webinars, Q&As and video
  

  
  

Unpolished expertise is often more credible than perfect brand copy. But you can get more polished with media training.

5.Share Your Publicity People don't have much time to read all your press articles and press releases. They may not have time to hear you speak at a conference. Nor do they always have time to attend a webinar or hear your podcast So share this activity. Share your press articles and releases via email and social media. And do the same when you speak at a conference. Share information from your webinars. Doing so builds a perception of your position in the industry. And contributes to building a credible brand.

Credibility isn’t built in a single campaign. It’s built through consistency, evidence and understanding — over time.