It all comes down to the message
That’s the difference between you and every other coaching or financial services industry in the region.
How you communicate your story, your journey, and your genuine connection to your ideal customer.
And what this ultimately translates into is trust.
With hundreds of thousands of businesses expected to open up in the UAE in the coming year, it goes without saying that there needs to be an even stronger emphasis on building trust in your offering.
From my background of over 16 years building the brands of UK government departments, and multi-national corporations through to SMEs, one consistent remains the same across all sectors – trust.
As consumers, we are bombarded with a lot of promises of transformation, but it’s becoming increasingly difficult to discern which businesses are truly genuine, trustworthy, and credible.
Let’s be honest negative reviews are few and far between, which makes word of mouth in this region invaluable.
So, how do you position your business as a trustworthy brand?
From my experience the answer lies in messaging. Effective messaging which goes beyond selling your product or service and actually cuts through the noise to build trust with your audience in a way that’s authentic, consistent and relatable.
Over the years, I’ve had the privilege of building brands for many high-profile leaders and corporations and the goal was always the same: create messaging that inspires action and builds trust. Whether through government campaigns or corporate communications, I’ve seen firsthand how strong messaging transforms public perception and drives change.
The same applies here in Dubai regardless of your industry – your personal brand is the foundation for establishing that trust. People buy from people, not just businesses. When that trust is established, clients engage, share their experiences, and refer others.
When I started Financed Well (my financial wellness brand) here in the UAE, I didn’t come from your typical ‘accounting’ background. My brand was built on providing a platform for raw, honest, and relatable conversations around money. Money is deeply intimate and often an anxiety-inducing subject, so to successfully guide clients through their financial transformation, they needed to feel like they were in capable, trustworthy hands.
I didn’t just position myself as an expert offering advice, I made it clear that I was also human. I shared my own struggles with money, the lessons I had learned, and the challenges I faced in my own journey. This openness allowed me to connect with my audience on a personal level and elevated me to a level where I was invited onto radio and TV to provide my expertise.
Whether you’re helping people improve their finances, feel more confident about their appearance, or achieve personal goals, your audience needs to see that you understand their struggles and that you genuinely care about their success.
In a market saturated with choices, businesses that build trust are the ones that stand out. Your personal brand creates the first impression and builds the foundation for your business brand. Let’s face it, with the growing number of businesses claiming to be the best, the question we all face is:
How long does it take to build that trust?
In my view, when you show up consistently and authentically, you establish your credibility. Trust is earned over time through genuine connection, a clear message, and consistent action.
Whether it’s helping them feel more confident about their appearance, or achieve personal goals, your audience needs to see that you understand their struggles and that you genuinely care about their success.
So, if you’re feeling lost in how to position your brand, focus on these areas:
Consistency builds credibility
Trust is reinforced when your message is consistent across all channels. When I began consistently sharing my message about empowering people through financial knowledge – I started to see my credibility grow. So, when I showed up, they knew what to expect.
Position yourself as a trusted authority
Another crucial aspect of building trust is positioning yourself as a trusted authority in your field. Empathise and show a deep understanding of your clients’ needs. Whether it’s in creating content, offering workshops, or delivering your services, consistently providing value will build a reputation as the go-to expert. The more value you give, the more your audience will begin to trust your guidance and advice.
Focus on your audience’s needs
It may feel repetitive but instead of focusing solely on what you offer, focus on your audience’s pain points. What are they struggling with? How can you help them overcome their challenges? By solving problems in a genuine and empathetic way, you’ll build trust over time.
In building Financed Well, I realized that it wasn’t enough to talk about budgeting and saving. My audience needed to understand the psychology behind their money habits before they made the change and that’s how I created a deeper connection with them.
Leverage word of mouth marketing
Once you’ve built trust, it naturally leads to word-of-mouth marketing. When clients feel supported and see results, they’ll refer their friends, family, and colleagues. Referrals aren’t just about gaining new clients, they signal that your personal brand is one that people trust. They became the driving force of my business growth and an incredibly powerful tool when your personal brand is built on trust and credibility.
Building a personal brand is a long-term commitment. Your personal and business brands must align – messaging, values, and client experience must be consistent. This authenticity reinforces trust as you grow.
Whether you’re just starting out or refining your personal brand, building trust should be at the core of your strategy. It won’t happen overnight. But if you’re continuously asking yourself
- Is my personal brand aligned with my business values?
- Am I addressing my audience’s challenges and offering them real solutions?
- Does my content consistently reflect the authentic message I want to convey?
If the answer is yes to the above, then you’re well on your way to building a trustworthy personal brand that positions your business for long-term success.
