Trust is universally recognized as critical to business success. Companies that foster trust grow steadily, make more sales, and thrive—even without the resources of more powerful competitors. Take Siete Foods as an example: this little tortilla brand built a billion-dollar company by earning consumer trust through transparency about ingredients and a deep understanding of its audience. But if trust is so effective, why don’t all companies prioritize it?

Why Don’t All Companies Build Trust?

One major reason is short-term thinking. Many companies are fixated on immediate results—sales numbers, rapid scaling—and see trust-building as a slow burn. Since trust doesn’t show up immediately in quarterly metrics, leaders often disregard its long-term value. What they miss is that trust creates exponential returns. It fosters loyalty, reduces churn, and builds a reservoir of goodwill that sustains companies through tough times.

Another challenge is fear of transparency. Companies often fear exposing flaws or vulnerabilities. Transparency feels risky, especially in industries like tech and finance. However, owning up to challenges can humanize a company in ways that surprise audiences and foster emotional connections. Transparency doesn’t weaken trust; it strengthens it. Buffer, for example, has earned respect through radical transparency. The company openly shares financials, employee salaries, and metrics, setting a bold example for others (Buffer Transparency).

Inconsistent messaging is another hurdle. Many organizations fail to align their internal culture with external branding. A company that preaches innovation but operates with outdated practices quickly loses credibility. Storytelling isn’t just for external audiences—it’s an internal tool to unify teams. At Creative Blue, we often build core stories for clients not just for pitches or marketing decks but to create alignment within their organizations. When everyone understands the narrative and is rowing in the same direction, trust naturally grows.

Finally, there’s the issue of overpromising. Startups, in particular, tend to oversell their vision to attract funding or customers. The gap between promises and delivery inevitably erodes trust. Trust grows when expectations are managed. Modest promises consistently exceeded are far more compelling than grandiose claims that fall short. Underselling and then overdelivering can leave investors impressed and willing to build long-term partnerships.

The Keys to Trust

One crucial area is narrative consistency. Every touchpoint contributes to a brand’s story, from customer service emails to website visuals. Developing a “Messaging Playbook” that aligns messaging across all channels might seem like an added expense, but it pays off by building long-term reliability and recognition. Mailchimp carved a niche in a crowded email marketing space by leaning into quirky, approachable branding and offering free trials. Their scrappy underdog narrative resonated deeply with small businesses, creating emotional connections that fostered trust. By allowing users to experience the product firsthand before committing, Mailchimp built relationships that converted skeptics into loyal customers.

Another overlooked aspect is empathy as a business strategy. It’s not just about solving problems; it’s about showing that you care about the emotions behind them. For example, addressing the frustration of missed sales quotas can create a deeper connection with your audience than merely presenting solutions. Patagonia faced the challenge of standing out in the saturated outdoor apparel market while addressing skepticism around sustainability claims. Instead of merely talking about environmentalism, Patagonia acted on the emotions of its values. Whether repairing old gear or suing the government over environmental policies, their actions consistently align with their principles, making their business strategy about demonstrating real empathy.

The role of rituals in storytelling is also critical. Trust isn’t just built in big moments like closing a sale or securing funding—it’s reinforced through consistent, meaningful actions. Apple’s product launches and Airbnb’s host check-ins are prime examples of rituals that build anticipation and reliability. Identifying and committing to similar rituals, whether monthly updates for investors or regular user appreciation events, can yield immense trust dividends.

Building internal alignment—confidence in the entire organization rather than just its leadership—is another area where companies often fall short. Systems should empower teams, not just individuals, to embody trustworthiness. Decentralizing decision-making and enabling employees to act as brand ambassadors reinforces trust at every level of the organization.

Lastly, market awareness is an undervalued skill. Trust isn’t just about what you say—it’s also about how you respond to others. Understand your audience segments. Understand the competitive landscape. In the day-to-day, training teams to pause and reflect before answering can convey more respect and consideration than a rushed reply.

Actionable Steps to Build Trust

Map the trust journey. Identify where trust is weakest in the customer experience—whether during pitches, onboarding, or post-sale interactions. Use a storytelling audit to shore up these gaps.

Highlight vulnerability. Encourage clients to share stories of their struggles and transformations. These narratives often resonate more deeply than tales of easy success.

Think beyond the customer. Craft trust-building stories not just for external audiences but also for employees, investors, and partners. Trust isn’t just an external asset—it’s an internal glue that aligns teams and strengthens culture.

At Creative Blue, we’ve seen that trust isn’t just nice to have—it’s the key to exponential growth. It’s about being honest, vulnerable, and transparent. Companies that embrace these principles often find themselves doubling ARR, securing massive investments, or achieving hockey-stick growth. Building trust may seem risky, but the rewards far outweigh the downsides. By aligning actions with values, companies don’t just grow—they create brand legacies.