Visibility without trust is just noise
Build Mode™ Issue 06.2025
Hello and welcome to this issue of Build Mode, a monthly update with brand insights to help you level up your business. We have an ambitious group of professionals working in real estate, architecture, engineering, construction, marketing, design, and development. You all inspire me to keep sharing, so thank you for being here.
Haven’t subscribed yet? Consider joining us and get the next issue delivered straight to your inbox on the first of the month.We’ve all heard it. You’ve probably said it. ‘People do business with those they know, like, and trust.’ It’s everywhere. I see some version of this in my feed on a daily basis. It gets tossed around so often that it starts to feel like a vague platitude.
But what does it really mean? And what does it mean for your brand?
Well, it’s how your brand actually works in the wild. Know, like, and trust is how it gets noticed, becomes relevant, earns credibility, and ultimately drives business. So let’s break down the popular concept and find out how to leverage it for your business.
How does branding fit into the know, like, and trust concept?
Let’s define the three key areas:
‘Know’ is Brand Awareness
To be known is to be seen. It’s the first job of branding: to make yourself known, make people aware that you exist, and to make it unmistakably clear what you do, who you serve, and why it matters.
Awareness doesn’t just mean someone once heard your name. It also means:
They can place you in the right category
They know what problems you solve
They know how you can help them
I often hear stories from business leaders working with existing clients within one segment of their service offering, unaware of the rest of their service offering. It goes something like this:
Client says: ‘Hey, architect, do you know someone who can do interior design on this project?’
Architect thinks, ‘How do they not know we also do interior design?’
It’s not enough to say it once and be done. Brand awareness is a process of introducing your brand, reminding people you exist, and continually clarifying how you can help them, so when they need you most, they’ll remember your brand.
‘Like’ is Brand Relatability
Once someone knows who you are, the next question is: Do they like you?
A likable brand is:
Empathetic: they understand their audience’s real problems
Engaging: they communicate with warmth and clarity
Relevant: they show up with solutions that feel personal
Likability is often dismissed as fluff. You should be chosen based on the work, right? But, being relatable and relevant to the people you’re trying to reach is essential for your brand.
This is where brand personality and resonance come into play.
‘Trust’ is Brand Credibility
Trust is where intent turns into action. If someone is aware of you and likes you, they’re almost ready to buy — but trust is the last ‘verification’ to get them to commit.
Trust isn’t built by saying ‘Trust us.’ It’s built by showing:
A track record of doing this before
Case studies with real results
A consistent face and voice behind the work
It’s also built through presence. People trust what they see regularly. And what they see others talk about. The more you demonstrate consistency, competence, and integrity, the more trust you earn.
Why this matters
When you align these three concepts — know, like, trust — onto a prospect’s brand journey, it gives you a roadmap for turning your brand into a results machine.
Familiarity is a psychological shortcut. People are more likely to choose the brand they’ve seen before, or work with the person they know or have been referred to. Even if they don’t know you deeply, the fact that you’ve shown up in their world makes you a safer bet.
Same thing with likability. It’s not fluff. It’s function. It’s what holds attention. If someone doesn’t like your brand, or worse, feels indifferent to it, they tune out. They forget you exist. But when you become magnetic through your brand personality, people lean in.
And trust? That’s the ultimate conversion tool. You could have the best product or service in the world, but if people don’t trust you can deliver, they won’t act. Trust is the thing that makes someone say ‘yes’ with confidence.
What you can do right nowHow to apply know, like, and trust factors through branding
To get started, first, flip the order to trust, like, and know. There’s no sense in putting your brand out there and raising awareness without a solid foundation of demonstrated trust in place.
Get together with your team and ask yourself these three brutally honest questions:
1. Are we trusted?
You can’t just say ‘trust us’ and expect people to do it (actually, I’m a bit skeptical whenever someone says, ‘just trust me.’)
Demonstrate trust with:
Case studies and testimonials that speak to your successful track record
Educational content that demonstrates your expertise
Consistency in your brand across touchpoints
2. Are we liked?
People won’t buy from brands they can’t connect with. And they definitely don’t buy from brands that feel cold, corporate, or out of touch. Chemistry matters. Likability matters.
Become a likable brand by:
Communicating like a human, with personality, by personifying your brand identity
Showing empathy and understanding of your prospect’s needs
Being real — honest, genuine, and acting with integrity
3. Are we known?
Now, finally, with confidence in your credibility and personality in your communication, turn up the mic. Not with noise, but with clarity.
Become well-known by:
Making it clear who you are, what you do, and who you serve
Showing up in the same places as the people you’re trying to reach
Establishing a memorable brand and staying consistent with your presence
The bottomline
Your most valuable asset right now is the number of people who know you, like you, and trust you. And the more you grow that number, the more opportunities come your way, without forcing them.
So invest in visibility. Lead with empathy. Show proof. That’s how you make your brand work harder for your business.
That’s all for this edition of Build Mode! If this resonated with you and you think it might help others, feel free to forward it to a colleague. And if you want to discuss how to increase your brand awareness, relevance, or credibility, get in touch — I’d love to hear from you.
Best.
Kenny Isidoro
See my latest on Instagram, LinkedIn, or feel free to book a call.
If people like you, they’ll listen to you. But if they trust you, they’ll do business with you.
— Zig Ziglar
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