Building Brand Trust
Maybe it’s the festive season, or maybe I’m just getting more sentimental as I get older, but this month’s Cut the Cr*p is built around a personal story (and I promise it’s actually true (and relevant)).
Bear with me while I paint a picture set in a drizzly, UK winter setting…
The Story…
Almost every single workday morning, my son and I walk to school together before work. It’s the same route, same time (mostly), same busy roads, same small stretch through the woods.
On that walk, we regularly pass a dog called Fergal.
Fergal is a large dog that wears a muzzle and a bright orange coat. He doesn’t respond too well to adult men, in particular. He can look intimidating, particularly for a 7-year-old who doesn’t fancy being growled at before 9am. So, we did what made sense. We greeted the owner and kept our distance. We were calm, quiet, and predictable.
You probably know where this is going.
My son would remain persistent. He’d say hello, chat to the owner, but keep a respectful distance. Over time, he built a rapport with Fergal and strokes him every time he sees him. But I still had to keep my distance and avoid eye contact; let Fergal decide the pace.
Eventually (this week in fact), I stroked Fergal for the first time. Tail wagging. No fuss or fanfare.
Very exciting, I know… but why am I writing about this on the internet?
You Can’t Build Trust with Pressure
Okay, here’s the point, and I’ll try to make it quickly and succinctly so we can all carry on and enjoy the holidays in peace.
Marketing strategy conversations can often fall apart when businesses say they want quick leads, fast results, or ‘low-hanging fruit’. Don’t get me wrong, those things can be achieved through various marketing tactics, but that’s not a strategy, and it doesn’t build trust in the long term.
Whether it’s a person, a business, or a dog called Fergal, trust is built through repeated, calm exposure. Through familiarity and consistency. It’s about showing up without demanding an immediate return. The harder you push, the more resistance you create (and even with a muzzle, I don’t fancy a big dog snapping at me).
Why Long-Term Strategy Feels So Uncomfortable
Short-term tactics feel reassuring because they’re so measurable. But long-term strategy can feel vague because the payoff comes later and builds up over time.
When budgets tighten it’s harder to justify those long-term strategies that build brand awareness and trust. But they are the first thing missed when enquiries dry up.
When businesses say things like “SEO didn’t work for us”, “content doesn’t work”, or “we’ve tried branding”, it usually means they didn’t give it enough time (or weren’t consistent enough) for it to take root.
Familiar Beats Flashy (Almost) Every Time
Most buying decisions aren’t impulsive. I know, we’ve all bought a chocolate bar while queuing for the self-checkout. But this is particularly relevant for B2B or repeat purchases. Buying is considered, cautious, and often familiarity-driven.
We choose brands we recognise. Ones we already know we like. Brands that are ever-present but not constantly in our face.
Let’s Wrap Up (Christmas Pun, Sorry)
If your marketing strategy only survives as long as the next report, it’s probably built on shaky foundations.
The brands that win aren’t always louder; they are simply still there when the decision gets made.
So don’t try and speed-run trust. Be more like my son: patient, persistent, respectful and ever curious.
That’s how you build trust. And yes, it takes longer than you’d like.
Let’s Chat!
If you’re thinking about your brand, your visibility, or your long-term strategy as we head into 2026, and wondering whether what you’re doing now will still be working in a year’s time, I’m always happy to have a chat.
No pitch. No pressure. I let Fergal come to me.
you can send me a message on LinkedIn or email me at richard@hydracreative.com.
