What Consumers are Looking for in Brands They Trust

Trying to force another human being to trust you is both manipulative and counterproductive. You can’t make someone feel an emotion; you can only create the conditions for that emotion to emerge organically.

The following touch points are ways to create these conditions. Because we’re dealing with complex human emotions, don’t think of this as a rigid checklist that will guarantee a specific set of results. Instead, think of it as a fluid set of guidelines for carrying yourself in a way that invites people to trust you.

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