Trust Signals: Brand Building in a Post-Truth World

What is a trust signal?Lets say youre interested in a book you arent 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 biographyGlowing praise from well-known people on the coverFive-star reviews on AmazonAcclaim on social media by people you followCoverage in news media outlets you know and respectThese are examples of trust signals the points of evidence that individuals companies and brands use to win one anothers trust.Mastering these signals is the single best way to build grow and protect your brand in todays post-truth world-where trust is the most precious commodity of all.