The power of clear communication: building trust in any business

Whether you’re running a large organisation, or a small business of just one person, clear, authentic communication is more crucial than ever. Building trust is the foundation of every relationship, and without it, even the best strategies can fall flat. 

In their 2024 Trust in Business Survey report, PwC found that:

• 61% of consumers have recommended a company they trust to friends or family. 

• Consumers also spend more at companies they trust — 46% purchased more, and 28% paid a premium. 

• Four in 10 customers no longer purchase from a company due to lack of trust.

With public trust in institutions declining, improving and maintaining trust in business is at a premium.

Here are three essential ways to elevate your communication and build lasting trust with your audiences:

1. Be transparent  

Honesty always wins. When you’re upfront with your audiences, they feel more connected and secure in their relationship with you. Keeping communication open, even when the message is tough, shows your authenticity. It’s about telling the real story, no spin! Transparency invites trust by showing you’re willing to share the full picture, like the old Ronseal strapline: does exactly what it says on the tin.

 2. Practice active listening  

Great communication isn’t just about talking; it’s about listening. Responding thoughtfully to concerns or feedback demonstrates that you genuinely care about your audience’s needs. Listening and acknowledging others’ perspectives not only improves your relationship with them, but also builds long-term loyalty.

 3. Stay consistent  

Consistency is critical to building reliability. When your messaging is clear, cohesive, and steady across all channels, people know they can count on you. This reliability forms the backbone of trust, as your audience starts to see you as dependable, no matter the circumstances.

Building trust takes time and effort, but the payoff is definitely worth it. Need more advice on how to improve your strategic communications? We’re here to help! Drop us a message via the contact form or call 0845 625 0820.