That Branding Coach Blog

Mark Schaefer has a great line: you don’t need to “trust your banana.” A banana is a commodity. You buy it, you eat it, end of story. No story, no promises, no relationship.

Service businesses are the opposite. You’re not selling a thing; you’re selling judgement, process, reliability, and outcomes. That means your brand isn’t just a look and feel — it’s the trust your audience has in you before they ever book a call.

Here’s how to build that trust the smart way.

• Products can be compared like-for-like. Services are harder to judge upfront.
• Buyers carry more risk: time, money, and reputation.
• Trust lowers that risk. Clear brand signals reduce hesitation and shorten the path to “yes.”
   

When you sell services, your brand is the evidence that you’ll deliver.

Clarity
Say who you help, what you do, and the outcome in one line. If a stranger can’t repeat your value after 10 seconds on your site, fix that first.

Consistency
Same message, tone, and visuals across your website, social, and emails. Repetition builds recognition; recognition builds trust.

Competence
Show proof. Case studies, outcomes, screenshots, testimonials, logos, before/after. Claims are nice; evidence converts.

Care
Fast responses, tidy process, clear next steps. How you communicate is as important as what you deliver.

1) Positioning
Own a space. Be specific about your audience and the problem you solve.

2) Presence
Website that explains value fast, with obvious CTAs. Social profiles that match the promise. Email list that nurtures.

3) Proof
Results, reviews, process visuals, and authority signals (certifications, partnerships, media).

4) Process
Explain how it works. First call, deliverables, timelines, what you need from the client. The clearer the path, the lower the risk.

• Homepage headline that names your audience and outcome
• Services page with benefits, simple pricing cues, and next steps
• “How it works” section with a 3–5 step process
• Two short case studies with before/after and one metric
• Social bios that mirror your website promise
• CTAs that match buyer readiness: Download, Book a call, Get a quote
• Email welcome sequence (3 emails) that delivers value and invites action
• Reviews on your site and Google/Bing Business Profile
   

• Vague copy that tries to speak to everyoe
• Inconsistent visuals or tone between channels
• Walls of text with no obvious next step
• No proof of outcomes
• Slow response times or unclear timelines
   

Week 1 — Fix your message: one-line positioning, three message pillars, updated bios.
Week 2 — Tighten the website: headline, CTAs, “how it works,” one case study.
Week 3 — Add proof: testimonials, screenshots, Google/Bing profiles, reviews request.
Week 4 — Launch your engine: free resource, opt-in form, 3-email welcome sequence.

Keep it light. Keep it repeatable.

You don’t need anyone to trust a banana. You do need people to trust you — your judgement, your process, your ability to deliver. Build that trust with clarity, consistency, proof, and process and watch your enquiries rise without shouting harder.

If you want help getting there faster:

• Grab the free Core Brand Identity Checklist to tighten your foundations.
• Book a Power Hour for a focused 60 minutes to fix your message and CTAs.
• Get a Website Audit for a plain-English plan on what to fix first.
   

Show up clearly. Repeat often. Let trust do the selling.