These days there’s a lot of talk about trust, and even more talk about the lack of trust.

Without trust, we can’t be successful and we won’t survive.

We need trust that everyday water comes out of the pipe, and that the supermarket is filled with goods.
Without trust, people give up on relationships and leave organizations and self-interest trumps the common ground.

However, in a trusting environment, people feel free to share what interests and moves them, risk more and give more.
Business flourishes, productivity rises and barriers overcome.

And trust, transparency and honest business practices influence our corporate reputation more than the quality of products
and services.

A company seriously interested in its reputation must increasingly focus not just on ‘business performance’, but on being
seen as trustworthy, too.


Fact is:

There is an important, material business case for trust.


Doing business in a low-trust environment is costly.

And being trustworthy is about doing business differently.
Important for a business is to put trust, truth and stakeholders first – and profit second.

Trust is a vital component to every successful business transaction.

And branding is the conscious management of the elements that build trust.
For a business, your brand is your most powerful tool to earning that trust.

Each positive interaction with your brand through your business processes, culture or communication creates an
opportunity to build trust and build your goodwill bank account.
Each interaction with another person is a moment of trust … even when we are not aware.
And trust is part of every public and corporate interaction (services, local operations, media coverage).

The truth is that trust rules.

It rules relationships, your influence, innovativeness, financial stability, performance, and your brand image.

Trust rules about everything you do.

Building trust is a process – it is a decision, but it is our future’s most vital resource.

You have to keep working on trust for becoming successful.




If we want to be successful in business, we should learn something about trust.

Successful branding involves learning something about trust and its background, learning about trustworthy leadership,
about false thinking and false behaviour.

Trust is a matter of mindset.

It is not simply a nice think to have, but a critical strategic asset.

“Trust isn’t a commodity that can be purchased. It is an asset that must be earned through transparency and truthfulness.”
says Dion Chang, innovator, creative thinker, visionary and renowned trend analyst at Fluxtrends.

Fact is:

You can have the best marketing campaigns in the world, if consumers don’t trust you because you act unethically or try to
conceal the truth, they will switch to another brand.


–> The key for brands nowadays is trust.


And it is not about people trusting other people.
It’s about people trusting a brand.

We can say in a formula:

Brand + Behaviour = Trust


And don’t believe branding agencies that tell you that trust is not something you “input” to create an excellent brand.

There are branding agencies that want to make you believe that trust is only an “outcome” of an excellent brand.
These agencies don’t see trust as a separate element of a brand strategy.


And here I differ from other branding experts:

If we want to be successful as personality, leader and brand, we must do something for trust itself.

We must learn something and we must behave and act accordingly.


Let’s state:

Trust has to be a separate element in a branding concept.


And the business rule no. 1 reads:

Trust begins with us.

(Karin Sebelin)


You have problems with trust?

That’s where we come in.

Our branding services use a combination of research, experience, creativity, and consulting to help you to success.

We learn who you are, what your problems are, and what you want to achieve.

Our work and branding strategy is based on 4 pillars:

  1. Trust, 2. Personality, 3. Leadership, and 4. Brand

Our branding concept of Key Person of Trust (KPT) is designed for maximum and long-term success.


What’s your brand’s story?

We’d love to be a part of it.


If you need assistance with trust and with branding, want to become a remarkable personality, a great leader, and a
trusted and respected brand, want to become a Key Person of Trust (KPT), contact us for a free consultation!

We’d love to help you to success!