Trust Signals: Brand Building in a Post-Truth World

by Scott Baradell

Overview

What is a trust signal?

Let's say you're interested in a book you aren't familiar with-this book, for example. 

Before you buy it, you wonder, "Can I trust this author?" Can you trust that their book will be worth your money and your time?

The author, in turn, tries to prove their trustworthiness in a number of ways:

• An accomplished and relevant biography
• Glowing praise from well-known people on the cover
• Five-star reviews on Amazon
• Acclaim on social media by people you follow
• Coverage in news media outlets you know and respect

These are examples of trust signals, the points of evidence that individuals, companies, and brands use to win one another's trust.

Mastering these signals is the single best way to build, grow, and protect your brand in today's post-truth world-where trust is the most precious commodity of all.

Product Details

ISBN-13:	9781544527819
Publisher:	Idea Grove
Publication date:	10/18/2022
Sold by:	Barnes & Noble
Format:	eBook
Pages:	300
Sales rank:	744,874
File size:	9 MB

About the Author

Scott Baradell is a writer and entrepreneur who grew his PR agency, Idea Grove, with business generated by its popular blog. Idea Grove is one of the top twenty-five tech PR agencies in the United States, a three-time Inc. 5000 company, and an Inc. Best Workplace in 2021 and 2022. In 2020, Scott started a second blog, Trust Signals, to provide news, analysis, and practical advice on what it takes to build trust with customers and the public in today's post-truth world. The blog inspired and culminates in this book. Before Idea Grove, Scott was the chief communications officer for two billion-dollar companies, the co-founder and CMO of a venture-backed startup, and an award-winning journalist. He lives in Dallas, Texas, with his wife, Maria, and children Juliet, Benjamin, Jack, Christopher, and Maggie.

Editorial Reviews

2022-12-06
A manual explores how public relations can unify brand communications effectively across multiple channels to build trust.

According to Baradell, the public relations industry, which has traditionally focused on getting coverage in the mainstream news media, has “struggled” because of dramatic changes in the media landscape. What used to work doesn’t work now. Arguing that the purpose of media coverage is to build trust with customers, prospects, other stakeholders, and the public and that media coverage alone is no longer enough, he proposes a new definition of PR: “the art of securing trust at scale.” The book is divided into two sections: “Understanding Trust Signals” and “Building Your Brand With Trust.” The author describes trust signals as “points of evidence” that inspire confidence in a brand, such as reviews, endorsements, seals of approval, and a positive user experience, with examples of how people utilize them in everyday life. The first three chapters provide an overview of key concepts, and the next several examine each idea in more detail. Each chapter opens with three “Top Takeaways” that summarize the main ideas. Baradell’s expertise is evident in his clear and knowledgeable explanations of all aspects of brand communications, including website user experience; getting and responding to reviews; inbound marketing; working with influencers; search engine optimization; getting and leveraging media coverage; social media; market research; reputation management; and thought leadership. The author supports each topic with plenty of facts, statistics, and graphics; provides real-life examples; and points out potential pitfalls. Unfortunately, the two-part structure results in some repetition. In addition, a few terms are introduced before they are defined, and many of the examples are taken from the author’s own PR agency. But the writing is straightforward, engaging, and convincing, with references that range from Fred Flintstone to T.S. Eliot. The book delivers numerous practical tips and a crash course in marketing and communications for any business owner and offers an abundance of new ideas and inspiration for PR and marketing professionals.

A clear, persuasive guide to creating and implementing a compelling brand communications program.

Kirkus Reviews