May 30, 2025

Building Trust With Customers the Authentic Way

Building Trust with Customers: A Marketer’s Guide to Loyalty

By Cap Puckhaber, MarketingSpiritual.com, Reno, Nevada

In today’s noisy world of algorithms, paid endorsements, and half-baked brand promises, the most powerful marketing strategy is also the simplest one: authenticity. For marketers and small business owners, building trust with customers is no longer optional—it’s everything.

The problem? Too many brands are trying to gain customer trust with shortcuts—fake reviews, exaggerated claims, influencer partnerships that lack transparency. These tactics might yield short-term attention, but they damage consumer trust in the long run. If you’re in business for the long haul, it’s time to ditch the gimmicks and build something real.

In this post, we’ll explore what authentic customer trust looks like, share real-world customer trust examples from companies doing it right, and provide a practical guide for earning trust of customers—without faking it.

Why Customer Trust Matters More Than Ever

Trust between customer and company is the bedrock of long-term business success. Without it, you’re competing on price, gimmicks, or noise—none of which foster customer loyalty and trust.

Today’s consumers are more informed than ever. They read labels, research supply chains, compare reviews, and want to know: Where did this product come from? What does this company stand for? And perhaps most importantly: Can I trust them?

When a brand earns that trust, everything changes:

Retention increases
Word-of-mouth spreads
Price sensitivity decreases
And trust and loyalty in business become your greatest assets

Authentic Ways to Earn Customer Trust—Not Fake It

Here’s how real brands are winning the hearts of their customers—authentically:

1. Be Honest About Where and How Your Products Are Made

Transparency builds credibility. Customers respect businesses that show the full story—raw materials, labor practices, and environmental impact.

Patagonia is a prime customer trust example. They openly share details about their supply chain, acknowledge the imperfect nature of sustainability, and provide tools for customers to repair products instead of replacing them. Their “Don’t Buy This Jacket” campaign famously encouraged consumers to think before purchasing—earning massive trust and respect.

Athletic Brewing Co., a non-alcoholic craft beer company, also wins with transparency. From clean brewing practices to athlete sponsorships rooted in shared values (not just transactions), they don’t just sell beer—they sell community and wellness.

If you want to gain trust of customers, don’t just talk about your values—show them in action.

2. Reinvest in the Community That Supports You

REI gives back 70% of profits to the outdoors and local communities—whether through dividends, grants, or stewardship projects. That’s not a marketing gimmick; it’s a business model rooted in building consumer trust through mutual care.

Similarly, Athletic Brewing donates 2% of sales to maintaining trails, parks, and green spaces. That’s the kind of commitment that leads to deep trust and customer loyalty—especially with outdoor and wellness-conscious consumers.

Your business doesn’t need to be a giant to follow suit. Even setting aside 1% of profits for local causes or donating your time and services goes a long way toward earning trust of customers.

3. Own Your Mistakes—Loudly and Clearly

One of the fastest ways to establish trust with customers is to be accountable when you mess up. Ironically, brands that admit fault often increase customer trust more than those who try to hide or spin a mistake.

Airbnb provides a great customer trust example. In 2016, they faced widespread criticism over discrimination on their platform. Instead of brushing it under the rug, they publicly acknowledged the issue, issued a report, changed policies, and implemented mandatory anti-bias training.

More recently, Oatly faced backlash for their investor ties to a controversial firm. They responded with a public explanation and opened up to direct questions. While some damage was done, the transparency helped build trust to customers who were still on the fence.

Mistakes are inevitable. What matters is how you respond. If you want to earn trust from customers, don’t spin—own.

4. Avoid Price Gouging—Even When You Could Get Away With It

During inflation or shortages, some businesses raise prices drastically. But customers remember. Companies that price fairly—even when they could charge more—gain customer trust and long-term loyalty.

Take Costco as a trusted example. They’ve famously kept their $1.50 hot dog and soda combo unchanged for decades, even while costs rise. Their reasoning? Trust, loyalty, and brand consistency matter more than short-term profits.

If you want to build trust in customers, show them you’re in business for mutual benefit—not just for squeezing out every last dollar.

Small Business Guide: How to Build an Authentic Marketing Plan That Earns Customer Trust

Now that we’ve seen what trust in business looks like at scale, let’s break it down for small business owners and marketers. Here’s how you can start building customer trust and loyalty today—no matter your size or budget.

1. Tell the Truth—Even When It’s Unpolished

Your origin story, your supply chain, your pricing model—share them openly. Don’t try to sound like a Fortune 500 company if you’re a solo founder. Customers love honesty and imperfections.

Share behind-the-scenes photos
Highlight your team and partners
Post updates when something goes wrong—and what you’re doing to fix it

This is how you gain trust of customers in a digital-first world.

2. Invest in Relationships, Not Just Ads

Sure, paid media can work—but it’s not a trust-building machine. Instead, focus on:

Email newsletters written in your voice
Thoughtful blog content that educates and doesn’t sell
Thank-you notes, loyalty surprises, and personal outreach

Customers can feel when a business truly cares. Earning trust of customers means making them feel seen—not sold to.

3. Give Back—Even in Small Ways

You don’t need REI-level donations. Even $100 toward a local nonprofit or volunteering your time can become part of your brand story.

Consider joining 1% for the Planet
Offer discounts to first responders or teachers
Host community events or clean-up days

This kind of grassroots reinvestment builds the foundation of customer trust in business over time.

Consumers want brands that take a stand—but they also want receipts.

Show your process if you support sustainability, .
Represent that in your hiring, visuals, and copy if you’re inclusive.
Let it shape your product design if you value health.

This consistency is key to building trust with customers who share your worldview.

5. Don’t Use Influencers Unless They’re Already Real Customers

Influencer marketing has become performative. The most effective “influencers” are people who actually use and love your brand.

That could be:

A loyal customer who’s also a community leader
A staff member who’s active on social
A partner organization who’s organically enthusiastic about your mission

Authenticity isn’t something you can script. And your audience knows the difference. Earn customer trust by spotlighting real relationships—not staged endorsements.

Final Thoughts: Authenticity Wins Every Time

In a world of noise, trust with customers is your quiet superpower. You don’t need celebrity shoutouts, paid five-star reviews, or inflated promises. You just need to show up honestly, take care of your people, and build something that matters.

As business owners and marketers, we have a choice: chase the algorithm, or earn our customers’ trust one real interaction at a time. Choose the path of trust. It’s harder—but it lasts longer.

Recap: How to Build Customer Trust the Authentic Way

Be radically honest about where and how your products are made
Give back to the community that supports you
Own your mistakes and share how you’re fixing them
Avoid price gouging—act with fairness even when profits tempt you
Share your values consistently through actions, not just words
Cultivate genuine relationships—not performative influencer campaigns

Companies like Patagonia, REI, and Athletic Brewing Co. aren’t just brands—they’re movements. They’ve achieved remarkable trust and loyalty in business by putting principles over profits. You can do the same.

Start small. Stay honest. And remember: trust isn’t something you buy—it’s something you build.

Written by Cap Puckhaber for MarketingSpiritual.com — your guide to spiritual, ethical, and honest marketing.
Let’s create a world where customer trust isn’t manipulated—it’s earned.

Check out How to Build and Earn Customer Trust with Data-Driven Insights

Check out 5 Simple Steps to More Transparent Marketing by Cap Puckhaber