Trust is the most important part of any communication. Without trust, there is no way to communicate. Because of that, you need to find ways to build trust with your audience.
Why is it important for your audience to trust you? Have ever had a friend that always asks for a couple bucks every few weeks and rarely pays you back? After a while, no matter how much they promise they will pay you back, you won’t really believe them. If you can’t trust the people that you’re talking to, then nothing of significance can come from the conversation.
There are many ways to build trust with audiences. The most important part of building trust is consistency. As people see your brand acting in a consistent way, they will begin to trust that you will stay the same. From that initial trust, you can begin trying to expand that trust to include your work.
Usually when people first encounter your organization, you will have people who are excited to see what you do, and those who are naturally skeptical. You will need to be able to interact effectively with both kinds of people.