Building Trust at Scale: The Power of Leadership Branding and Social Proof

"People don't do business with companies; they do business with people." This

quote from Rory Vaden perfectly captures a truth that many overlook: behind

every business transaction is a human connection. Having worked with B2B

leaders for years, helping them build their brands, I've seen firsthand how true

this is. Businesses grow through relationships, and relationships grow through

trust.

In most B2B businesses, referrals are the best source of new business. Why is

that? Simple—trust. When someone you trust recommends a service, you're far

more likely to engage with that business. That trust, built over time through a

relationship, automatically transfers to the company being referred. It’s the kind

of trust that shortcuts all the usual skepticism. Instead of starting from square

one, you start from a place of confidence.

Now, think about how that same dynamic plays out in the digital world,

particularly on LinkedIn. By building your personal brand on LinkedIn, you are

essentially creating micro-doses of trust, delivered consistently and at scale.

Every post, every comment, every interaction is an opportunity to demonstrate

your expertise and credibility in front of your network. But here’s where

behavioural economics comes into play—it's not just about posting; it's about

building social proof.

Social proof is a powerful psychological driver. In simple terms, it’s the idea that

people look to others to determine what is trustworthy or credible. When

someone sees your LinkedIn post with multiple likes, shares, or comments, it

sends a signal—this person knows what they’re talking about, and other people

agree. The likes and comments on your posts become public endorsements,

signalling to others that you’re a trustworthy leader in your field. It’s as if every

like or comment is another voice in the crowd saying, "This person is worth

listening to."

This is where the concept of authority bias comes into play. Authority bias is

the tendency for people to trust and follow the lead of perceived experts. When

you consistently share insights and show up on LinkedIn, you're not just

building familiarity—you’re positioning yourself as an authority. The more

people see you in that light, the more likely they are to trust your opinions, seek

your advice, and ultimately, do business with you. Your visible presence on

LinkedIn becomes a source of authority, supported by the social proof of those

endorsements and interactions.

Only 1% of LinkedIn users actively post content. Think about that. If you walk

into a room of 100 people and you’re the only one speaking, it’s hard to be

ignored. While most of your competitors are silent, you have the opportunity to

be the one building trust and credibility with your audience. And because

people are wired to follow those they see as leaders, every piece of content you

post reinforces your authority.

From a behavioural economics perspective, this all makes sense. Trust, social

proof, and authority bias work together to create a powerful feedback loop. The

more people engage with your content, the more visible and credible you

become. The more visible you are, the more people perceive you as an

authority. And once you’re seen as an authority, the trust people have in you

continues to grow.

Of course, personal branding isn’t just about sharing your expertise. It’s about

showing up consistently and engaging with others in a meaningful way. It’s

about demonstrating your values, sharing your experiences, and providing

insights that help others solve their problems. This consistent visibility not only

builds trust but positions you as someone worth listening to—a voice of

authority in your industry.

The power of LinkedIn lies in its ability to scale these interactions. You’re no

longer limited to the people you meet in person or the connections you already

know. With every post, comment, or article, you’re reaching a broader audience

—curating a network of ideal clients, partners, or collaborators who are paying

attention. And the best part? Most of your competitors aren’t doing this. With

only 1% of LinkedIn users posting content, the stage is yours.

So, if you’re hesitating to put yourself out there, remember: you’re not just

sharing content. You’re building trust, establishing authority, and leveraging

social proof. Every interaction, no matter how small, is a micro-dose of

credibility that builds over time. And in a world where trust is the most valuable

currency, that’s an opportunity worth taking.