How To Build The ‘Know, Like And Trust’ Factor In Business

Here are six tips to help you do just that – build brand authority and become recognized as an expert within your field. Most importantly, you'll learn how...

Photo: Danielle McDonald, The Clarity Architect; Source: Courtesy Photo
Photo: Danielle McDonald, The Clarity Architect; Source: Courtesy Photo

What is it about a person that makes us say… “Oh, I know who you are talking about! I like her!” or “He is someone who you need to meet!”?

It’s called the “know, like and trust” factor and it comes from effective marketing. It’s when you are able to build an audience of raving fans, people who want to know you more, like what you are about and what you do. They trust you enough to give you their email address, for starters, to send them valuable content.

With this in mind, here are six tips to help you do just that – build brand authority and become recognized as an expert within your field. Most importantly, you’ll learn how to build engagement, likability and trust.


Build Brand Awareness, Get Discovered


  • Create valuable and relevant content.

    Content marketing presents an opportunity for you to show off your expertise. Be creative because there are so many different ways you can do this. Connect your content to how your audience likes to digest information. Is it videos, infographics, webinars, podcasts? The list goes on.

    When it comes to deciding on topics, pick one or more that revolves around content categories. So for example, my keyword is clarity. When I create content it is always weaved throughout. For instance, although clarity is not a focus word for this article, it will help you gain clarity on how you can build the “know, like and trust” factor.

  • Join forces with an authoritative platform.

    Make a list of blogs, publications and media outlets that speak to your target audience. For each one, consider why you want to write for them, or be featured, and what you have to offer. The key here is to think of it in three ways – a win for you, a win for the publication or blog and a win for their audience (and yours).


Now They Know You, Become Likable

The first thing to point out is not everyone is going to like you. But guess what? That’s okay! All that matters is the people you want to attract like you and what you have to offer. Here’s how you can do this:


  • Be authentic.

    This has become a buzz word and gets thrown around a lot these days, but there is a reason for it. We are all unique. There is no one like you. The experiences you’ve gone through in life and business set you apart. It’s what I call, your brilliance—strengths, gifts, talents and experience. In fact, you are your very own unique selling point (USP). Don’t be afraid to share what you like or believe in; and identify ways to weave this throughout your brand.

  • Put a face to your name.

    Are you visible? One of the things I always say is, “If you’re not visible, how are your prospective clients or customers going to find you?” Now yes, this could be dependent on your industry. If your business requires you to actively deliver on the services or products you sell, then people need to see, hear and get to know you.

    Some of the best business connections and leads I make come from offline activities. However, this can, of course, be replicated online. Try out different visibility tactics and see which ones work best for you and your business.


They Know and Like You, Don’t Forget Trust


  • Share your best stuff.

    Have you ever received something for free and thought, “If they are giving me this for free, I wonder what I would get from working with them?” That’s it right there. Don’t be afraid to give key, high quality resources away (i.e., think freemium models and sampling; both are proven marketing tactics).

    People will thank you for it and share what you have to offer. A freebie opt-in can become a lead magnet. However, ensure it’s something your target audience is going to absolutely love and addresses a problem.

  • Never underestimate consistency.

    If you have an online presence, ensure you are consistent with delivery. This applies to email marketing too! Your audience will start to expect things on a certain day, and even maybe at a certain time. If you’re inconsistent you’ll start to lose them and they’ll go elsewhere.

    For example, there are times when I’ll sign up for an email list, receive an email and never hear from them again. I soon forget when the next email rolls around, so I end up unsubscribing.

Ultimately, show generosity. Don’t make it all about you. Engage with others and share their content. Get involved with your audience and build relationships so you can take them offline at some point. Show gratitude at every touchpoint in business. A simple thank you goes a long way.


This article has been edited and condensed.

Danielle McDonald is The Clarity Architect. She helps entrepreneurs gain clarity to step into their power by providing them with mindset and business strategies to achieve their true potential. Checkout her website and connect with Danielle @MsDMcDonald on Twitter.


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