Entrepreneurs Can Build Lasting Trust to Gain a Competitive Advantage
Contributor
The modern consumer's demand for quality products and services hasn't wavered, but modern entrepreneurs find themselves confronting a new set of demands that previous generations of founders could not imagine. One of the most important of these consumer desires is to have an active relationship of constructive trust with the brands they consume. Years of Edelman Trust barometer Special Reports support this.
In the 2025 report, more than 60% of respondents reported moderate or higher grievances: they believe that the businesses they deal with make their lives more difficult, not better. They see businesses as less ethical and less competent by default. As far back as the 2019 report, more than 80% of respondents said that trust in a brand was a prerequisite to purchasing decisions.
To counteract these feelings, entrepreneurs and founders must do substantial work to build a positive, trusting relationship with their consumers before those consumers ever do business with them. Good value and salesmanship are no longer enough to get in the door. Furthermore, trust in today's marketplace isn't built through local networks or word-of-mouth alone. The digital age has reshaped expectations, requiring businesses to establish credibility on a global scale and deliver value consistently.
Modern Trust Blends Transactions with Relationships
Historically, trust was built through local networks, personal recommendations, and face-to-face interactions. While those methods still hold value, they no longer meet the demands of today's digital-first world. Modern trust requires entrepreneurs and their brands to focus on relationships rather than transactions.
Customers now seek brands that reflect their values and invest in meaningful, long-term connections. Sharing insights, engaging transparently, and addressing challenges openly are critical to building the meta-relationships on which this trust is founded. By prioritizing relationships, businesses create loyalty and establish a foundation for lasting credibility.
Entrepreneurs can also make impressions based on who they interact with and other brand narratives that they partner with. Medhat Zaki, the co-author of 'Beyond Recognition: The Art of Unshakeable Lasting Brand Trust' made just this observation when he began seeking these partnerships. 'The reason for this is that I had tapped into a trust network that had global recognition,' he says. 'This resonated with my audience and verified my expertise.'
The Three Pillars of Modern Trust-Building
Medhat Zaki has done a great deal of thinking and writing about trust, and for him, the new modern trust between entrepreneur, brand, and consumer comes down to three interconnected pillars.
Authenticity Through Real Stories: Audiences want to see the people behind the brand, understand their values, and witness how they navigate challenges. Entrepreneurs that take to new media—whether that's social media, video-sharing programs, or some more personal way of sharing content—to share relatable stories about their struggles, growth, and resilience often connect more deeply with their audiences than those that project a flawless image.
Consistency in Actions and Communications: Trust requires predictability. Regular engagement, clear messaging, and reliable quality establish a dependable brand experience. Brands must align their communications across platforms, maintain a consistent tone, and deliver value in every interaction. Consistency in fulfilling promises and offering actionable insights ensures long-term customer loyalty.
The Value-First Mindset: Prioritizing audience needs over immediate sales transforms trust into a competitive edge. A value-first approach includes providing free resources, solving problems proactively, and investing in long-term relationships. Entrepreneurs who align their interests with their audience's priorities cultivate trust that leads to sustained growth.
Don't think of trust as a tool to reach some other bottom line. Trust has to be the goal, authentically; if you try to make it a trick, there won't be trust. Build authentic, real relationships with smart consumers who come to care about your product, and you'll find the competitive advantage comes on its own. For more advice and insight from Medhat Zaki, you can find out more about the bestselling booklet, 'Beyond Recognition: The Art of Unshakeable Lasting Brand Trust' by visiting online retailers.
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