The Know-Like-Trust Cycle Explained

In the classic "Know, Like, Trust" formula of business development, many lawyers give equal weight to each element. However, trust is paramount. It's the gateway to securing new business—the element that deserves the most strategic attention. This is why building a strong referral network is so important. Through referrals trust in one person transfers to another through recommendation, creating a shortcut in the client's decision-making process. When a potential client receives a recommendation from someone they already trust (such as their outside counsel with one specialty), they essentially "borrow" that established trust and extend it to you (who has a different specialty), which accelerates the relationship-building timeline significantly. Research in cognitive psychology shows that humans rely heavily on trusted networks to make decisions under conditions of uncertainty and risk—precisely the conditions present when selecting legal counsel for important matters. When faced with this uncertainty, clients don't typically cast a wide net or conduct exhaustive research as a starting point. Instead, they reach for the most reliable heuristic available: the judgment of someone they already trust. This explains why referred clients typically require fewer touchpoints before engaging your services and are often less price-sensitive. All this is to say that building a strategic referral network should be among your highest business development priorities. Focus on deepening relationships with those who can serve as trust conduits to your ideal clients. Invest time educating your network about exactly what matters you handle best. And try to reciprocate to stay top of mind and keep your referral relationships strong. Being known and liked opens doors, but trust is what closes deals. The lawyer who understands this can build their practice through the most valuable business development currency—the trust others place in their capabilities.

Every strong personal brand is built in 3 phases, and you can’t skip any. Most people want to jump straight to authority posts - frameworks, strategies, case studies. But here’s the truth: no one cares about your frameworks if they don’t first care about YOU 👉 Phase 1: Know This is where you let people into your story. → Why you started. → What shaped your perspective. → The personal experiences that led you here.   It’s not about oversharing.  It’s about giving context to why your voice matters. 👉 Phase 2: Like Once people know you, they need a reason to like you. That comes from honesty. Share your mistakes. Share your lessons. Share what you got wrong and how you fixed it. This creates connection.  People don’t follow perfect, they follow real. 👉 Phase 3: Trust Only after the first two phases can you consistently build trust. This is where you showcase results, authority, case studies, and insights that prove your expertise. Trust comes when people see your experience translate into outcomes. Skipping steps breaks the process. Start with KNOW, build LIKE, and then earn TRUST. That’s how strangers become followers, followers become clients, and clients become advocates. PS: If you’re a founder or coach looking to build a personal brand that actually drives business, DM me, I’ll show you how to implement this framework for your own growth. #personalbrandingstrategist #contentstrategist #creadibility

The KLT Factor: The Secret to Building a Brand That Sells Itself It was 2018. A small business owner named Daniel had just launched his brand. He had a great product, competitive pricing, and a website that looked decent enough. But there was a problem no one was buying. Frustrated, he tried everything: running ads, offering discounts, and even hiring influencers. Nothing worked. One day, he met a branding expert who asked him a simple question: “Do people know, like, and trust you?” That was the turning point. The Power of KLT (Know, Like, Trust) The biggest mistake brands make is assuming that people will buy just because they have a great product. But the truth is, people buy from brands they know, like, and trust. Let’s break it down. 1. Know – Become Familiar People can’t buy from you if they don’t know you exist. To build brand awareness: ✅ Be visible on social media ✅ Share valuable content consistently ✅ Show your face and your process Apple, Nike, and Coca-Cola didn’t become household names overnight. They stayed in front of their audience until people had no choice but to notice them. 2. Like – Create an Emotional Connection Customers don’t just buy products—they buy into stories, values, and experiences. ✅ Show your personality in your brand ✅ Tell relatable stories ✅ Speak your audience’s language Think of brands like Airbnb and Dove. They connect emotionally with their audience by making them feel seen and understood. That’s why people love them. 3. Trust – Prove Your Credibility If people don’t trust you, they won’t buy from you simple. ✅ Showcase testimonials and success stories ✅ Be consistent with your messaging ✅ Deliver on your promises Trust is built over time. The more people see you showing up and delivering value, the more they will believe in your brand. KLT in Action: How Daniel Turned His Brand Around After understanding KLT, Daniel did three things: • He started sharing behind-the-scenes content of his work. • He engaged with his audience and shared his personal story. • He built trust by posting testimonials and educating his customers. Within months, his brand took off. Customers weren’t just buying they were referring others. Your Turn: Build a Brand That Sells Itself If your brand isn’t growing, ask yourself: Do people know me? Do they like what I stand for? Do they trust me enough to buy? Start focusing on KLT, and you won’t have to chase customers they’ll come to you. Are you struggling with brand identity? Let’s fix it. Send me a message, and let’s build a brand that people can’t ignore! Was this helpful? Do someone a favor — REPOST this. Someone on your timeline needs it.