As marketing leaders, building trust is an essential part of our role. If we are to deliver on the true potential of marketing, to lead the long-term commercial growth agenda of our organisation, we need our board, executive team, peers and teams to trust us as a function, as leaders and as individuals. This trust extends to the decisions we make and the actions we take.
Trust doesn’t happen overnight, it develops when three key elements are in place: authenticity, ability, and empathy.
Authenticity
Relationships are built in times of vulnerability and honesty. To build trust, we need to be authentic and true to ourselves, so others can be confident in who we are and how we show up consistently.
Too often, I see leaders trying to lead in the same way others do within the organisation. This can jar with who they truly are, making their behaviour inconsistent and causing others to question their authenticity.
Top tip: Define a leadership style that is authentic to you, based on your values, strengths and beliefs.
Identify how you will bring this to life in your day-to-day approach, interactions, workstreams and culture. Consider the type of leader your team needs you to be and when you are - or are not - willing to flex your style and sense of self.
Be honest and transparent in your communications. Share where we are, what is happening, the impact, the challenges or opportunities ahead, and your proposed actions with clear rationale. Where psychological safety exists, share openly how situations may be making you and others feel.
Ability
People look for proof through the actions you take. Sharing your skills and experience is only one small part of building trust. Individuals seek clarity in your thinking and in the actions you take that demonstrate your ability.
As leaders, we need to provide a clear vision of where we’re going, make strategic choices about how we will get there, and show how our plans and actions will deliver the business purpose, commercial objectives, and goals. One of the fastest ways to lose trust is to leave people guessing about the why behind your decisions. Make sure the reasons for your choices and actions are clear at all levels of the organisation.
Top tip: Define your vision for where you want to take the brand and business in your care.
Share it in a way that inspires and motivates others to join you on the journey. Show that it isn’t just a vision or strategy but is actionable, with clear plans and timelines. Act quickly to demonstrate momentum, and continue to remind others of the plans, the actions ahead, and the reasons behind them.
Empathy
It is great to be heard and profound to be understood. We must create environments where individuals feel safe to share their true feelings and concerns, and we must seek to understand how situations feel for them.
Empathy is not imagining what it would be like for you to be in their shoes, it’s understanding what it is for them to be in their shoes.
Top tip: Make time, and prepare in advance, to truly listen not just to the words, but to the emotions and impact behind a situation.
Ask: “How is this making you feel?” and ensure they feel both heard and acknowledged. Maintain confidentiality (if required) and take meaningful action to address concerns or improve situations.
Trust is built not only by being trustworthy but also by acting - with them and for them.
Authored by Abigail Dixon, founder, author and podcast host, The Whole Marketer
