Authority Magazine Interview: 5 Things You Need To Build a Trusted Brand

A recent interview with Aidan for Authority Magazine on “5 Things You Need To Build a Trusted Brand”:

https://medium.com/authority-magazine/aidan-harbinson-of-horrible-brands-on-5-things-you-need-to-build-a-trusted-brand-b3b08e36378d

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Here’s the crib sheet (although the ramblings either side are arguably the more fun read):

1. Say less, mean more: Your audience shouldn’t need a map. When you simplify around a single promise, recall goes up and confusion goes down.
2. Be relentlessly consistent, but not robotic: AI and automation is brilliant, but without brand and human thinking behind it, you end up losing the consistency.
3. Don’t hide your humans: Founder and team-led stories spark real connection. If you’re doing great work, show the people doing it and let happy customers talk.
4. Be brave: Professional doesn’t mean beige. Your visual identity and tone of voice are the most powerful tools you have!
5. Fix your follow-through: Brand is the whole journey. A lovely identity with a clunky flow = broken promise.