As marketers, every time we ask our customers to try or do something new, we’re asking them to trust us. Over the past year, levels of institutional trust have decreased across almost every aspect of our lives with only one exception – business.

Now, more than ever, customers want and need to be sure they can trust brands with their interests. And while it might sound daunting, it leaves us with a huge opportunity to unlock the potential of brand trust for our businesses, clients, and future growth.

How your audience relates to your brand is core to how they engage with it. At a time where trust between government, media, and NGOs is at an all-time low, how we present our brands to the public eye can make or break the long-term relationships we rely so much on in B2B marketing. After all, you wouldn’t trust a forgetful friend with your valuables, so why should your audience trust your brand over others?

In this guide, you’ll learn what brand trust is, how to build brand character and capability, best practices for building trust and loyalty on LinkedIn, and how to respond in the times where your brand might come under scrutiny.

Discover what it means to build brand trust today.