Know, like, trust — but what does that really mean?

Marketers have used the phrase "know, like, trust" for years. I've been thinking lately about what those words actually mean from the customer's point of view.

Knowing you isn't just awareness. It's understanding who you are and what you do.

Liking you isn't necessarily about being likable. It's about feeling some connection — that you understand the customer, communicate clearly, and seem like someone they'd be comfortable doing business with.

And trust isn't something a business can simply claim. It's built from the signals people encounter: reviews, reputation, expertise, consistency, transparency, and evidence that you do what you say you'll do.

Maybe the better question isn't:

“Do people know, like, and trust us?”

It's:

“What are we showing them that gives them a reason to?”