People Do Business With People They Know, Like, And Trust

As a business owner or marketer, you’ve probably heard the phrase, “People do business with people they know, like, and trust” many times. And it’s true: consumers are more likely to do business with people and brands they feel a connection with.

But what does it mean to know, like, and trust someone or a business? And how can you build those connections with your audience? In this article, we’ll explore these questions and provide practical tips for building the know, like, and trust factor in your business.

Building Know

The first step in building the knowledge factor is to create brand awareness. This means making sure your target audience knows who you are and what you offer. You can do this through various channels, such as social media, advertising, and content marketing.

It’s also important to establish your authority and expertise in your field. This can be done through thought leadership content, speaking engagements, and networking events. By positioning yourself as an expert, you can build trust and credibility with your audience.

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Building Like

Once your audience is aware of your brand, the next step is to build likeability. This involves creating an emotional connection with your audience. You can do this by showcasing your brand personality and values.

One effective way to build likeability is through storytelling. By sharing stories about your brand, customers, or employees, you can create a personal connection with your audience. You can also use humour, empathy, and relatability to make your brand more likeable.

Building Trust

Finally, building trust is essential for converting leads into customers. Trust can be built through various means, such as social proof, transparency, and consistency.

Social proof can come in the form of customer testimonials, case studies, and reviews. By showcasing positive feedback from satisfied customers, you can build trust with potential customers.

Transparency is also important for building trust. This means being open and honest about your business practices, such as pricing, policies, and processes. When customers feel like they have all the information they need, they are more likely to trust your brand.

Consistency is another key factor in building trust. This means delivering on your promises and providing a consistent experience across all touchpoints. By maintaining a high level of quality and reliability, you can build a strong foundation of trust with your audience.


In conclusion, building the know, like, and trust factor is essential for business success. By creating brand awareness, building likeability, and establishing trust, you can build a strong connection with your audience and convert leads into customers.

Remember to showcase your authority, personality, and values through various channels, such as social media, content marketing, and thought leadership. Use storytelling, humour, empathy, and relatability to build likeability and emotional connections with your audience.

Finally, be transparent, consistent, and deliver on your promises to build trust with your audience. By following these tips, you can create a strong foundation of knowing, like, and trusting and drive business success.

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