Trust is the currency of modern business

In business, trust isn’t just a nice-to-have; it’s a must-have. It’s the foundation that supports every successful brand. It’s what turns a one-time customer into a lifelong fan. Trust is what makes people feel comfortable and confident in choosing your product or service over countless others.

Take Costco’s house brand, Kirkland Signature, for example. If you’ve ever shopped at Costco, you know Kirkland products are everywhere – from groceries to clothing to household items. Why are people so drawn to Kirkland? Because over time, Kirkland Signature has built a reputation for delivering high quality products at affordable prices. The brand consistently meets or exceeds customer expectations which in turn builds trust for the brand.

Costco doesn’t spend a fortune on marketing Kirkland Signature because they don't have to. Instead, they focus on maintaining high standards for quality and value. Customers know that when they buy Kirkland, they’re getting something good. This trust translates into blockbuster sales for what are essentially off-brand products. It’s not the name that sells – it’s the trust. How well does it sell? Kirkland accounts for 23% of Costco's total revenues bringing in a whopping $56 Billion dollars last year. That means that if Kirkland Signature was a standalone brand, it would be bigger than Coca-Cola, or Nike or United Airlines. Trust sells and the best way to build trust is to constantly meet or exceed expectations - just like Kirkland does.

Whether you’re running a retail giant like Costco or opening your first store on main street, the principles of this approach remain the same. Trust is built through consistent value, reliability, and a genuine connection with your audience. The core principle behind legendeering, and Costco's Kirkland brand, is to lead with value for your community. Because, by leading with value, you create a foundation of trust that will support and help you grow your business.

You start by leading with value and you develop trust with constancy, you have to deliver on your promises every single time. Whether it’s the quality of your product, the reliability of your service, or the clarity of your communication, being consistent builds trust over time. When people know they can count on you, they’re more likely to come back.

Don't shy away from being relentlessly authentic with your community. Open up about your processes, pricing, and values. Transparency fosters trust because it shows you have nothing to hide. When customers understand how you operate and what you stand for, they feel more secure in their decision to support you.

Remember that your audience hast to come first, Listen to their needs, respond thoughtfully, and show that you care about their experiences. Demonstrating through action that you genuinely care about your community and their experience builds a connection that goes beyond the transaction, turning customers into loyal supporters.

By thinking of trust as currency with your community, you’re not just building a brand – you’re building a legacy.

How do you legendeer?

Tom