Phil Risher lays out four ways to build a trusted brand: talk openly about costs and problems competitors hide, show behind-the-scenes work on video, let customers buy on their own terms, and put a real face behind the company.
There's four fundamental pillars to become this known and trusted brand. Number one, you got to be willing to talk about online what others in your space aren't willing to say or talk about. But mainly those five subjects. Cost problems, comparisons, reviews best. So that hasn't changed. That's only increasing, if anything. Phil Second pillar is you got to be willing to show what others in your space aren't willing to show. With video. There's a very strong argument that your YouTube page is going to be more important than your website in five to 10 years. Number three, you've got to be willing to sell in ways others in your space aren't willing to sell, mainly self service and just completely leaning in to giving the buyers control. Finally, number four, you've got to be more human than others are willing to be. You got to have a face behind the brand.
