In the deluge of advertising, marketing gimmicks, and multi-sensory content all of us are exposed to daily, establishing trust between your brand and your customers is an uphill battle.

How to build trust and humanize your brandWhile technology has certainly made our lives easier and (generally) more enjoyable, it has also made us more granular targets for advertisers—many of whom won’t hesitate to use invasive online tracking or other dodgy tactics to make a sale and get that all-important conversion.

How can you prove that your company is not like them and that you care about more than just a sale? That there are real humans with ethics and genuine feelings behind the brand? Here are six key practices for building trust in your brand.

Tell a story, and make it resonate

Storytelling is a powerful tool. It can help you reach more customers, boost your conversions, and most importantly, build trust.

The aim of storytelling is to establish a connection between a brand and it’s target customers. It showcases the values, beliefs, products, services, and attributes of the brand via stories, as opposed to a straightforward sales pitches.

Let’s take the example of Old Spice. They tell their brand’s story through their famous ads—and they use this story across all of their marketing channels, their website, their social media. Even their blog is in tune with their story.