Skepticism certainly runs high, and attention spans run low today. That’s why building genuine customer trust has become more critical – and challenging – than ever. But what if traditional approaches to earning trust are actually holding us back? Maybe it’s time to step back and consider how to build customer trust the right way.
According to international trust expert Philipp Kristian, many businesses are stuck in patterns of distrust when they could be winning with trust instead.
“Trust is a default in humans – we like trusting environments,” said Philipp on an episode of “Marketing, Demystified.” “When we can maintain an attitude of trust, even in an environment where our natural fear and distrust patterns kick in, then we have a chance to really win.”
Understanding the trust gap
Before implementing trust-building strategies, it’s crucial to understand where trust breaks down in your industry. Industries ripe for disruption often share a common characteristic: high levels of distrust, said Philipp.
“A little bit of distrust is pretty much unavoidable. But if it gets too much, the entire industry becomes spoiled – it grinds to a halt,” Philipp said.
This manifests in practices like forced long-term contracts, aggressive sales tactics, or treating customers as incompetent. Each creates what Philipp calls a “tax on trust” – the time, money, and data customers must spend overcoming distrust barriers.
Modern technology has fundamentally changed how trust works in business.
“The trust economy has allowed us to move from a default position of distrust to a default position of trust,” he explained. “Technology has allowed humans to do the trusting, and it takes on the distrusting.”
Through platforms, ratings, and reviews, technology can carry the “weight” of distrust – much like construction equipment lifting heavy loads. This frees human interactions to focus on trust-building rather than trust verification.
Based on his experience advising Fortune 500 companies and unicorn startups, Philipp outlines three powerful ways businesses can build authentic customer trust through what he calls the “three horizons of differentiation.”
1. The power of symbol
The first way to build trust is through the strategic use of universal symbols that already carry meaning for the audience. Rather than trying to establish trust from scratch, brands can tap into existing networks of ideas and associations.
“The power of symbol is to use cultural symbols which are meaningful to us, to communicate a certain purpose,” he explained. He uses the example of the peace symbol, which has universal recognition and meaning.
The key is finding symbols that align with your brand’s values while resonating with established positive associations in customers’ minds. As Philipp describes it, it’s like “holding on to a hot air balloon” – letting the existing trust and meaning lift your brand up.
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2. The power of metaphor
The second approach leverages metaphors to help customers quickly grasp complex ideas through familiar concepts. Rather than forcing customers to learn entirely new frameworks, metaphors build on existing understanding.
“Metaphors work in a similar way to symbols, but what they do is, essentially, they allow us to quickly construct a complex idea,” said Philipp. “I don’t have to learn anything new with the power of metaphor. I’m using a metaphor which is known.”
A good metaphor creates an “ah, yeah, I get that” moment because customers can relate it to something they already comprehend at another level.
3. The power of truth
The third and perhaps most powerful way to build trust is through what Philipp calls “the power of truth.”
“How can I reveal your greatness to you without taking credit? How can I show you that you actually are a lot more capable even than you think?” This is the essence of the power of truth approach.
Rather than focusing on promoting your own capabilities, this strategy is about creating platforms and opportunities for customers to recognize and realize their own potential. It’s about becoming a resource that enables customer success rather than just claiming to deliver it.
“Share of voice comes from truth,” he said. “And what I mean by that, specifically, is the truth that brands reveal in their audience.”
Meeting customers where they are
Understanding trust requires recognizing it operates at different levels, or what Philipp calls “flight heights.” Trust can exist at the individual level, group level, or even in universal ideas. The key is matching your trust-building approach to where your customers are.
“If one person’s trust is very big picture, and one person’s trust is very pragmatic survival… those worlds have to meet before they can even really communicate properly,” he explained.
This is particularly crucial when dealing with skeptical prospects. If a customer has been burned by failed implementations, they may be operating from a place of basic survival trust. Meanwhile, if you’re enthusiastically presenting big-picture ideas, you’re operating at a completely different “flight height.” Understanding and bridging this gap is essential for building authentic trust.
Building trust isn’t just theoretical – it starts with practical steps. Kristian recommends a simple two-minute exercise: having teams recall a happy memory and reflect on how they experienced trust in that moment. This creates what he calls “a sort of safe space” where natural trust can emerge.
The key is maintaining authentic intention throughout. When trust-building is done ethically and respectfully and with the good intentions of your audience in mind, is a supremely artful technique, Philipp said.
For businesses ready to move beyond traditional trust-building tactics, these three powers – symbol, metaphor, and truth – offer a framework for creating genuine customer trust that drives sustainable growth.