How Trust & Awareness Impact Your Growth
The traditional marketing funnel teaches us that potential customers will journey through three stages before they can become raving fans of your business. First, they get to know your organization and what you offer (awareness). Then, as they consider working with you, they’ll dive into a bit more research (consideration). And, finally, if they like what they see, they’ll make a decision (conversion).
In the consideration phase, trust takes the driver’s seat. Consideration isn’t just another touchpoint—it’s a journey involving time and research. This trust funnel includes four stages within the consideration period that customers navigate before trusting your business.


Your Business Must Be:
Competent
to meet the needs of your customers with excellence and innovation.
Credible
and uphold a great reputation among customers and the community.
Authentic
when making claims that prove to be genuine and honest.
Empathetic
to the customer that goes beyond just viewing them as a dollar sign.
When these factors are present, your conversion odds improve. But, if brand trust falters, so does your conversion rate. Additionally, neglecting online visibility (awareness) hinders customers from even considering your organization. If they’re unaware of your existence, they certainly won’t know to trust you.
Without trust, visibility is just noise. Without awareness, trust has no stage.
Trust Builders
These are the things that we do to build trust with prospective customers. These ultimately lead to conversion, loyalty, and brand advocacy. They help a customer feel more secure in their decision to choose your brand.
Examples:
- Positive Reviews
- Authentic Messaging
- Captivating Photos and Videos
- Strong Digital Presence
- Transparent Policies
- Brand Consistency
Trust Breakers
These are the things that erode trust with prospective customers. They ultimately lead to disengagement and the loss of business. Customers will question the brand’s integrity and be more likely to seek another organization.
Examples:
- Poor Reviews/Lack of Responses
- Grammatical and Spelling Errors
- Brand Inconsistency
- Low-Quality or No Photography
- Broken Website Features
- Unclear Pricing or Process

Growing Awareness in an Age of Distrust
Today, buying patterns have shifted, and customers first need to be convinced that your organization is one that they can trust and rely on. Dive into the ways you can invest in your brand’s trust to be a company customers readily and consistently rely on.
Download the Trust Funnel eBookOur Proven Process
For over ten years, we have refined our process, leveraging the voice of our clients and the expertise of our team. We're able to provide clarity to an organization and then build a strong digital strategy to reach and exceed their business goals


01
Trust & Awareness Audit
Every engagement will begin with a state of the union. On the trust and awareness scale, where does your organization currently stand? You’ll discover the parts of your brand that are building trust and uncover where you are directly (or indirectly) eroding trust. Our team will also outline where you are winning online and where your competitors are beating you out.
02
Brand Planning
After identifying our starting point, we can work together to create the plan to get you to where you need to be. Our Brand Plans are customized to your organization’s needs and goals. This includes:
- Purpose Plan
- Positioning Strategy
- Messaging Strategy
- Website Blueprint
- Digital Marketing Blueprint

03
Brand System Construction
With a blueprint in place, our team can begin building a brand system that will further communicate trust because it’s a brand worthy of bringing awareness to.

Branding
Craft a verbal and visual identity that customers will trust.

Website Design & Development
Build an online presence that showcases your expertise.

Copywriting
Communicate trust through your brand’s messages.

Photography
Capture your organization’s people, process, and culture.

Videography
Share your story through captivating visuals.

04
Marketing & Brand Activation
You’ve built your brand from the ground up. Now, it’s time to take it to market. Your team of marketers, designers, developers, and creative media specialists will create the right strategy to increase your visibility, improve your results, and grow your organization.
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