Why Your Company’s Backstory Matters: Building "Know, Like, and Trust"

Building trust with customers is a lot like dating. Before committing, people want to know who you are, what you stand for, and why they should believe in you. That’s where your backstory comes in.??

Sharing your origin, values, and milestones creates a connection. It shows you’re more than just a business—you’re relatable and human.?

While appearing fully "professional" is tempting, this can seem cold and distant. Focusing only on facts and figures or hiding your brand’s human side can disconnect you from your audience. Authenticity matters and a purely corporate front can backfire.?

But just like in dating, making it all about yourself can turn people off. If your story doesn’t resonate with your audience’s values or interests, you risk losing their attention. Share your journey in a way that connects with them, not just your goals.?

When people know your story and feel it aligns with their values, they trust you. They see the heart behind your brand and feel connected to your mission. By doing this, you’ll turn casual customers into loyal advocates.?

Next week, we move on to giving a little love before you get a commitment.??

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