In this segment, the speaker emphasizes that building a brand is a deeply personal endeavor, even for large companies. Trust is achieved through consistent, authentic expression of a brand’s core values. Authenticity must be uniquely expressed by each business, but the underlying principle is that if a brand stays true to its core values and lives them consistently over time, it establishes trust with its audience.
Building a brand is really personal, even for the biggest brands. And that's why oftentimes it's so hard to kind of figure out like what the exact right way to build a brand is. So to build trust is about being consistent and about being authentic and how you express your authenticity is going to be unique to you and going to be unique to your business. But if you are very, like, to your core, you believe in these values, whatever those values are, and you make it the brand's sort of guiding star to live and breathe those values consistently over time is how you build trust.
