A team of employees stand in front of their offices

People Want to Hear from People: A Strategy to Build Trust

In a time when dis­trust is the default, and con­sumers’ BS meters are astute, how can your com­pa­ny build trust? Peo­ple. With lim­it­ed per­son­al inter­ac­tions the past two years, tap­ping into that crav­ing for human con­nec­tion is a way to authen­ti­cal­ly tell your sto­ries while build­ing trust with your con­sumers. And, who bet­ter to speak to your sto­ry than some­one who knows it – and lives it – day in and day out.

What does that look like? It can vary, but cre­ativ­i­ty is key to inspir­ing action, think­ing out­side the box to deter­mine who might be the right fit for you – per­haps an employ­ee, com­mu­ni­ty mem­ber or local sub­ject mat­ter expert. To help spark your next inno­v­a­tive idea, here are a few exam­ples of how we’ve been using peo­ple-focused sto­ry­telling to help our clients.

“Faces of Duluth”

When it comes to telling the sto­ries of Duluth, there’s no short­age of places, busi­ness­es and activ­i­ties to high­light. The ques­tion was, how do we share all these sto­ries in a way that will res­onate with prospec­tive vis­i­tors to start not only start build­ing a rela­tion­ship with them, but to get them to fall in love with the city and want to trav­el there. The key: focus on the peo­ple. Work­ing with the city of Duluth and our part­ners Lawrence & Schiller, we launched the “Faces of Duluth” series to tell the sto­ries of the peo­ple behind Duluth’s icon­ic attrac­tions, hid­den gems and every­thing in between. From the Aer­i­al Lift Bridge super­vi­sor, to the UMD women’s hock­ey coach­es, to a renowned nature pho­tog­ra­ph­er and writer, we’ve uplift­ed Duluth and its offer­ings in an unex­pect­ed way, shin­ing a spot­light on the peo­ple behind the sto­ries to authen­ti­cal­ly show­case who they are and why they are so pas­sion­ate about their com­mu­ni­ty. While we love see­ing the pos­i­tive com­ments come in about these fea­tures, the met­rics also point to the suc­cess of this approach, with these blog and social media posts con­tin­u­al­ly com­ing in among our top month­ly performers.

The Peo­ple Behind Malco

Many of our clients also fall in the busi­ness-to-busi­ness (B2B) cat­e­go­ry, which many times draws the assump­tion that you can’t apply the same focus on peo­ple when try­ing to con­nect with a dis­trib­u­tor or part­ner. When in fact, telling the sto­ry of the peo­ple behind the brand to both exter­nal and inter­nal audi­ences can be a great way to build trust, cred­i­bil­i­ty and pref­er­ence, even in a B2B industry.

A great exam­ple of this is in the work our team does with Mal­co Prod­ucts, SBC, a man­u­fac­tur­er of high-qual­i­ty hand tools for the trades. For the past 72 years, Mal­co has built a sol­id rep­u­ta­tion of pro­duc­ing some of the best tools on the mar­ket, and has a strong and loy­al fol­low­ing with its end-users. As the com­pa­ny con­tin­ues to grow and inno­vate, focus­ing on the prod­uct is still essen­tial, but we’ve also been help­ing Mal­co share more about who they are as a com­pa­ny, high­light­ing their sto­ry as an Amer­i­can man­u­fac­tur­ing com­pa­ny that is suc­cess­ful thanks to its peo­ple. This means shar­ing sto­ries of inge­nu­ity, hard work and the true grit it takes to keep pro­duc­ing in-demand prod­ucts and giv­ing cus­tomers a behind-the-scenes look at how prod­ucts are made – and the peo­ple who make them – which is what real­ly sets the com­pa­ny apart from its competitors.

Princess Kay of the Milky Way

Mid­west Dairy has been lean­ing into the idea of a peo­ple-first sto­ry­telling approach for years. One exam­ple of how this takes shape is the annu­al Princess Kay of the Milky Way pro­gram, which uplifts young dairy farm advo­cates to help share how dairy is deli­cious, nutri­tious and sus­tain­ably pro­duced. Each sum­mer, we work with the team to secure oppor­tu­ni­ties for the new­ly crowned Princess Kay to share her sto­ry – and con­nect with con­sumers. By hear­ing first-hand from some­one who is direct­ly con­nect­ed to a dairy farm, con­sumers can relate with farm­ers – and the whole dairy com­mu­ni­ty – ulti­mate­ly help­ing build trust and dri­ve demand.

As you con­sid­er how to approach your sto­ry­telling, con­sid­er both how you tell your sto­ry in unique, authen­tic way, and who can help share it. Have you found suc­cess using a peo­ple-focused strat­e­gy, or do you want to dis­cuss how this strat­e­gy could help meet your com­mu­ni­ca­tions goals? Drop us a line – we’d love to connect!

Leave a Reply

People First: Bellmont Partners Named to Inc.’s Best Workplaces List
June 18, 2024
A reporter and camera person in a flower greenhouse
Using Storytelling to Elevate Your Business and Brand
June 6, 2024
Sara snaps a selfie with decorations at a business conference
Marketers Are Humans, Too: 7 Tips for People-First Communications
June 4, 2024
Hyedi Nelson stands in front of a branded sign at the American Urological Association Annual Meeting in San Antonio, Spring 2024.
Attending Conferences with Thought Leadership in Mind
May 31, 2024
Andrew Fritz meets with the team to share office technology updates
Office Evolution: Q&A With Andrew Fritz on BP’s Reimagined Office
May 23, 2024
Bellmont Partners team poses in Target Field after a Twins game during wellness week
Wellness Week at Bellmont Partners
May 17, 2024