Opportunities in trust-focused digital branding

The tech sector has a 76% trust level globally. But only 51% of people trust AI. This gap is your opportunity. While everyone's racing to add AI features, smart B2B tech companies aren’t forgetting something much more fundamental: building trust through strategic branding. Consider this: ✔️ 86% of people are concerned about data privacy. ✔️ 68% worry about the level of data being collected. ✔️ 85% say knowing a company's data privacy policies matters before purchasing. Despite these concerns, most B2B tech brands communicate like it's 2010: 👎 Generic "innovative solutions" messaging. 👎 Vague promises about “business outcomes.” 👎 Buzzwords without proof points. 👎 No clear stance on data protection. Here's what works instead: 👍 Show exactly how your innovation delivers value. 👍 Address the human side of technology adoption. 👍 Use analogies that make complex tech concepts relatable. 👍 Be specific about your data practices. The companies that master this will separate themselves from the pack. Because in a world where trust is scarce, authenticity becomes your competitive advantage. The question isn't whether you can build the latest technology. It's whether you can build trust. — Sources: Edelman Trust Barometer; KPMG survey; McKinsey research

I used to think capturing attention was everything. But then AI came along... ↳ Fake websites started popping up overnight. ↳ Made-up testimonials began flooding digital spaces. ↳ AI influencers gained popularity. That’s when it hit me: In this new reality, people aren't just buying products and services anymore. 👉 They're buying TRUST. Here are 5 things you can do to build unshakeable brand trust: 1. Be transparent about everything: your processes, your team, your mistakes. Transparency builds credibility faster than any marketing campaign. 2. Show real people behind your brand: faces, stories, genuine interactions. Humans connect with humans. 3. Deliver consistently: every. single. time. Trust is built through repeated positive experiences, not grand gestures. 4. Admit when you're wrong. And fix it fast! Mistakes don't destroy trust; how you handle them does. 5. Share your values openly. And actually live by them. People can smell fake values from miles away. Trust takes years to build and seconds to destroy. Guard it fiercely.

For over two decades, digital marketers have leaned on third-party cookies to track users, target ads, and build campaigns around behavioral data. It has worked well for performance, but it has also encouraged a mindset of easy access over earned trust. That era is coming to a close. Apple's iOS updates, particularly App Tracking Transparency (ATT), have already reshaped the advertising landscape. Combined with regulations like GDPR and CCPA, growing consumer awareness, and tighter browser restrictions, the way we collect and use data is undergoing a permanent shift. According to Statista, more than 30% of marketers are still fully dependent on third-party cookies, and many are unprepared for what comes next. This is not just a challenge to update tools. It is a moment to re-evaluate priorities. As marketers, we should be asking hard questions: - Are we prioritizing short-term targeting over long-term relationships? - Are we building strategies based on user consent and value? - Do we truly know our customers, or are we simply watching them? The most forward-thinking brands are not looking for technical workarounds. They are investing in first-party data, transparent communication, and trust-based engagement. They are building the kinds of experiences people actually opt into, not opt out of. This is a defining moment for marketing leadership. It is a chance to move away from extractive models and toward ones that are more respectful, human, and sustainable. How is your team navigating this transition? Are you ready for a world where trust is the most valuable currency? #CookielessFuture #MarketingLeadership #DigitalTrust #FirstPartyData #CustomerExperience

Your digital presence is your first impression...and, let’s be real, your only one. These days, how you show up online defines your brand. Not your résumé. Not your title. Not even your network….Your presence. What you post (or don’t) online has become the modern-day business card. Branding has evolved more in the past five years than in the last fifty. But personal branding? That’s the one that’s completely changed the game. And the truth is, people don’t buy from faceless brands anymore. They buy from people they know and eventually grow to trust. This is now translating into founders, operators & employees — we’re all brands now. And the smartest companies know it. They don’t silence their talent, they spotlight them. Because visibility isn’t a threat. It’s leverage. It opens doors, recruitment doors, partnership doors, business growth doors. And the best part? It builds trust in a way no ad budget ever could. This is the connection economy and trust is the currency. Authenticity is the algorithm. Some quick receipts: 📈 Edelman’s 2025 report found that trust now ranks just as high as cost and quality in what drives purchases. 📈 LinkedIn now has over 1 billion members, with creator-led videos and posts driving double-digit growth in views and uploads. 📈 74% of Americans say they’re more likely to trust someone with an established personal brand (Brand Builders Group). 📈 Leaders who show up online consistently attract better talent, stronger engagement, and faster pipeline growth (DSMN8). 📈 Deloitte called social video the new “center of gravity” for attention in 2025. So what do you do with that? Think like a media brand. Create a few repeatable formats people recognize you for. Make your face the front door, even if you hate it and it’s cringyyy. Share the lessons, the opinions, the stories. Be useful, not viral. The algorithm changes, value doesn’t. Your LinkedIn isn’t your resume anymore. It’s your proof of credibility, your signal of trust, and your digital first impression. In 2025, that’s what actually moves people.

I had the privilege to take the stage and discuss a topic that's becoming increasingly crucial in today's digital landscape: Trust. As AI continues to weave into the fabric of our daily lives, the rise of deep fakes and other manipulative technologies has blurred the lines between reality and fabrication. This is not just a tech issue—it's a broad market challenge that affects all of us, particularly in marketing and business leadership. The old playbook won't cut it anymore. We need to pivot towards creating authentic moments throughout the buyer journey, ensuring transparency and integrity are at the forefront of what we do. "Trust is a good business practice." This isn't just a saying; it's a mandate for our times. Creating authentic moments in the buyer journey is all about fostering genuine connections and transparency. Here are a few examples on how businesses and marketing leaders can implement this: Storytelling with Real Impact: Use real customer stories and case studies to highlight your solutions' impact. This isn't just about showcasing benefits, but also being upfront about the challenges and how your company worked to address them. Authentic storytelling can resonate deeply with potential buyers, making your brand more relatable and trustworthy. Behind-the-Scenes Content: Share behind-the-scenes content that shows how your solutions are made, your team in action, or the thought processes behind major decisions. This kind of transparency can build trust and give customers a sense of being part of your brand’s journey. Live Interactions: Host live Q&A sessions, webinars, or interactive events where potential and existing customers can engage directly with your team. These live interactions allow for real-time communication and can help clarify doubts, share insights, and personalize the experience. Customer-Centric Customization: Offer personalized experiences or products that cater to individual customer needs or preferences. When customers see that a brand is paying attention to their specific requirements, it enhances trust and loyalty. Responsive and Open Communication: Ensure your customer service is not only responsive but also genuinely helpful. Open lines of communication, like social media interactions and customer service chats that provide real solutions, can strengthen trust. Ethical Marketing: Use marketing techniques that are ethical and honest. Avoid overstating capabilities or benefits. Honest marketing will always resonate better with informed consumers who value integrity. How are you building trust in your business? #BusinessLeadership #MarketingInnovation #DigitalTrust #AI #Authenticity

If your business lives or dies on trust, LinkedIn isn’t a nice-to-have anymore — it’s oxygen. A few days ago, I had a call with a woman who runs U.S. business development for a $4B public equity fund. Within minutes, I realized she represented hundreds of firms just like hers — brilliant, successful, and entirely dependent on trust to grow. Their clients invest millions based on relationships, not ads. They don’t “sell.” They’re *evaluated.* Jenna told me something that stuck: “Every new relationship takes time. People need to know we are who we say we are.” And she’s right. When the stakes are high, people don’t buy your pitch — they buy your credibility. But here’s the disconnect I see every day: The very firms who depend most on trust-based growth are the least visible where trust can actually scale — LinkedIn. They have a profile. Maybe a company page. But no real strategy. No voice. No presence. Meanwhile, their next $50M relationship is scrolling past a dozen generic posts every morning — looking for a signal of authenticity, leadership, and confidence. Trust doesn’t just happen in conference rooms anymore. It’s built — publicly — in the conversations you lead, the content you share, and the relationships you nurture before the first handshake. If your business runs on relationships, it’s time to start building digital trust capital. That’s the new growth currency. And the firms who master it — will own the future. 👉 I’m building a series on The Trust Economy — how to translate high-trust relationship businesses into scalable LinkedIn growth. Would this be valuable for your firm? Drop a “🔑” in the comments if you’d read Part 2.

If I were starting from scratch in personal branding for 2025, here’s what I’d focus on: 1/ Short videos are everything. Forget 10-minute explainers. People want 30 seconds of raw, relatable moments. TikTok, Instagram Reels, YouTube Shorts, and LinkedIn videos are where your brand will come alive. Quick, authentic clips build trust faster than perfectly edited content ever will. 2/ AI isn’t replacing you Use AI tools to brainstorm ideas, write captions, and even edit videos. But don’t let AI do all the work. The magic happens when you combine AI efficiency with your unique voice. 3/ Share the messy middle. In 2025, perfection is out, and imperfection is in. Share your challenges, failures, and lessons. People don’t connect with polished—they connect with real. 4/ Small is the new big. Forget trying to go viral. Focus on building a tight-knit community. Private groups, live chats, and exclusive spaces are where meaningful connections (and business opportunities) happen. 5/ Your visuals need a signature. Whether it’s a consistent color palette, font, or layout—make sure people recognize your content instantly. Branding isn’t just for businesses; it’s for creators too. 6/ Teach first, sell later. The best brands share knowledge, don’t push products. Help your audience solve their problems. Teach them something valuable. They’ll remember you when they’re ready to buy. 7/ Own your platforms. Relying on one platform is risky. Smart brands will diversify across LinkedIn, Instagram, TikTok, and email newsletters. Email is making a big comeback—it’s one of the few things you truly own. 8/ Proof beats promises. Stop saying, “I’m the best.” Show it. Share case studies, numbers, and real results. Trust is built on what you’ve done, not what you say you can do. 9/ Join the conversation. Content that sparks discussion beats content that just informs. The best posts will live in the comments. Be there. Respond. Build relationships. 10/ Guest appearances > starting your own show. Being a guest on niche podcasts will beat launching your own. It’s easier, faster, and gets you in front of hyper-targeted audiences without all the effort of hosting. In 2025, personal branding is about showing up authentically, sharing real stories, and creating connections that last. What’s one trend you’re excited about this year? Let me know below.

𝗛𝗼𝘄 𝗰𝗮𝗻 𝘀𝗺𝗮𝗹𝗹𝗲𝗿 𝘀𝘁𝗮𝗿𝘁𝘂𝗽𝘀 𝗮𝗻𝗱 𝗦𝗠𝗕𝘀 𝗰𝗼𝗺𝗽𝗲𝘁𝗲 𝘄𝗶𝘁𝗵 𝗲𝗻𝘁𝗲𝗿𝗽𝗿𝗶𝘀𝗲 𝗼𝗿𝗴𝗮𝗻𝗶𝘇𝗮𝘁𝗶𝗼𝗻𝘀 𝗮𝗻𝗱 𝗰𝗼𝗿𝗽𝗼𝗿𝗮𝘁𝗲 𝗴𝗶𝗮𝗻𝘁𝘀 𝘄𝗶𝘁𝗵 𝘂𝗻𝗹𝗶𝗺𝗶𝘁𝗲𝗱 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗯𝘂𝗱𝗴𝗲𝘁𝘀? 🐮 I’ll ask until the cows come home: how are you humanizing your brand? The reality is that most corporate brands come across as faceless, stuffy, and boring. Think about it—aside from well-known names like Amazon or Google, how often do you see the people behind the brand? 🔑 In a digital-heavy world, showing humans in the company is key to building trust and it is a simple strategy to compete with more established brands. In one of the content communities I’m part of, we recently discussed the best strategies to grow brands on LinkedIn. I shared an example from a client project that sparked results: 💡 Collaborate beyond your comfort zone: Don’t just spotlight company leaders or SMEs —consider partnering with companies adjacent to your industry. After attending an industry conference, we posted candid, in-the-moment photos of leaders, employees, and attendees. We also tagged complementary companies we admire (not competitors), giving them shout-outs. These posts gained tons of engagement and new followers—without a single paid promotion. The common thread? My client operates in a space they aim to disrupt, making collaborations feel natural and valuable. 🚀 Using real images—not stock photos or highly edited headshots—also plays a huge role in boosting engagement. Whether it’s snapshots from a webinar, candid moments from an off-site, or behind-the-scenes shots at a client visit, these visuals help convey core values and authentic thought leadership. 👉 Capturing these human moments creates the kind of brand trust that faceless corporations often struggle with. 💡Are there companies in your space whose missions align with yours? 💡Are you sharing photos or videos of your team in action? 💡How often do you highlight your people at events, during keynotes, or on team off-sites? Founders, don’t be afraid to experiment with your content strategy! It’s the only way to discover what resonates with your customers—and it might not be what you expect. 🙋♀️ Hi! I'm Lindsey, a fractional content marketing consultant and digital nomad based in South America. Since 2018, I’ve been helping startup founders drive awareness, authority, and sales by building humanized brands, maximizing content output, and simplifying content processes.

Scaling trust ... what does this even mean [hint: it's more than a buzzword] I’ve been talking about scaling trust for a while now, but I recently realised I haven’t fully explained why it’s become such a big part of my work—or what it actually means in today’s world. Here’s the thing: we’re living in a time of massive change. Millennials and Gen Z are stepping into decision-making roles, and their approach to leadership and information gathering is entirely different. They’re digital-first, self-directed in their research, and value diverse formats and sources of information. Take Google’s 7-11-4 rule as an example. It says people need to interact with a brand for 7 hours, across 11 touch points, on 4 platforms before they’ll trust it. If that’s true for companies, imagine what it means for leaders. Your reputation, credibility, and influence are no longer built solely in boardrooms or at networking events—they’re built online, at scale, through content, social proof and a strong digital ecosystem. That’s why I’ve evolved my focus over the last few months —from personal branding, where I helped individuals define their unique value, to working with leaders, teams, and organisations on authority branding and executive leadership strategies for the modern workforce. In this fast-changing world, scaling trust isn’t optional. It’s essential for leaders who want to stay relevant, inspire their teams, and drive meaningful impact. If you’re a business or leader thinking about how to adapt to these shifts—or how to build trust that scales—I’d love to connect. Let’s talk about how we can make this work for you and your organisation. How're you adopting to the 2025 landscape? #Leadership #Trust #ExecutiveBranding #Influence #BusinessGrowth

What if I told you your biggest marketing asset is already on your payroll? I've been reading a lot of lead-generation strategies that incorporate employee voices, which could use some improvement. Here’s how it looked: The challenge: → Tech company struggling with lead generation → High CAC through traditional marketing → Low trust signals in a crowded market The solution wasn't another ad campaign. It was activating their employees as brand ambassadors. Here's what was suggested to them: 1/ Employee Stories Program ↳ Team members shared authentic experiences weekly 2/ Expert Spotlight Series ↳ Engineers explained complex concepts in simple terms 3/ Behind-the-Scenes Content ↳ Real workspace moments, not staged photoshoots 4/ Cross-Departmental Collaboration ↳ Sales + Product + Support = Complete customer journey insights Results after 90 days: → Increase in qualified leads → Reduction in customer acquisition costs → Growth in organic social reach → New leads mentioned employee content as a trust factor Why does employee-generated content work so powerfully? Authenticity: Real people > corporate speak Diversity: Multiple voices create a wider appeal Trust: Employees are seen as more honest than official channels. Expertise: Shows the real talent behind your solutions Scale: More creators = more content without more budget Think about your marketing budget right now. What if instead of another $10K on ads, you invested in empowering your team to share their experiences? The digital landscape is shifting toward authenticity. Your employees are the key to that authenticity. P.S. If you're a founder looking to activate your team as brand ambassadors, DM me to create a customized framework for your employees.