The Vital Role of Credibility and Trust in Business Success

Credibility and trust are vital in consumer purchase decisions.

While both terms are often used interchangeably and overlap in various regards, it’s essential to understand the nuances between the two. Especially for those just starting a business or are thinking of doing so.


This refers to believability. It’s about the perception that a person or organization is knowledgeable and trustworthy in specific contexts.

  • Credibility can be influenced by expertise, reputation, consistency, and presentation, among other factors.
  • While we can establish credibility relatively quickly, we can also lose it fast if inconsistencies or inaccuracies occur. For example, the prospect’s initial impression of the brand can help them feel confident, but if their product arrives damaged, credibility is lost.
  • Credibility is often context-specific. A person might be credible in one domain (e.g., a renowned physicist talking about quantum mechanics) but not in another (e.g., the same physicist giving medical advice).


Trust is a deeper emotional and psychological state where one party is willing to rely on the actions of another. It typically emerges from belief in the honesty, integrity, and reliability of the other party.

  • Trust is built over time via repeated interactions that display reliability, integrity, transparency, and mutual respect.
  • Trust takes longer to build than credibility and is harder to regain once lost.
  • Trust can be more generalized. If we trust someone in one area, we’re more likely to trust them in others unless given a reason to do otherwise.

Credibility And Trust Directly Impact The Bottom Line

Consider the following areas where both factors play a crucial role.

  • Customer retention: Customers stick with businesses they see as credible and trust.
  • Word-of-mouth marketing: High credibility and trust can lead to more positive word-of-mouth.
  • Pricing power: Companies with high credibility and trust can (and often do) charge a premium for their products or services.
  • Investor confidence: People are more inclined to support businesses with strong credibility and trust.

Building Credibility and Trust

Here are some ways to boost these factors for new businesses.

  • Transparent communication: Be clear about business practices. Honesty is key.
  • Quality over quantity: Focus on a few offers and excel in those products or services.
  • Online presence: Maintain a professional website and active social media profiles where customers can read about your brand and its mission. This can make a significant difference.
  • Customer testimonials: Collect and display genuine feedback from people who used the product or service. Depending on the situation, consider discounting the offer to obtain the first few customers. Offering initial discounts can attract first-time customers, whose positive experiences can be shown as testimonials.

Thriving in business requires prioritizing building and maintaining credibility and trust. Even a one percent chance of failure can deter customers.

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