In 2018, Nike’s “Believe in Something” campaign with Colin Kaepernick sparked both backlash and support. Critics burned shoes, stock dropped 3%, and $4 billion in value vanished. Yet, within a month, Nike rebounded, gaining 5% and hitting a record high.
The campaign worked because Nike had built trust through consistent messaging, clear values, and deep audience connections. The most resilient brands do the same. Every company on Forbes’ 2025 Most Trusted list shares one thing: they earn customer confidence through consistency, integrity, and putting people first.
So, what makes a brand truly trusted? Here are five strategies from America’s most trusted companies — and how to apply them to your business.
Table of Contents
- Deliver Quality and Consistency
- Prioritize Customer Experience
- Be Transparent
- Take a Stand on Issues That Matter (but Stay Authentic)
- Leverage Social Proof and Community Engagement
- Lessons From Three Brands That Got It Wrong
- How Trusted Brands Build Loyalty: Key Takeaways
- How Trusted Brands Build Loyalty FAQs
1. Deliver Quality and Consistency
As the largest publicly traded water and wastewater utility in the USA, American Water serves millions of Americans every day with a product that’s quite literally essential to life. That’s a responsibility they don’t take lightly — and it shows.
Its commitment to maintaining rigorous safety standards, upgrading infrastructure proactively, and communicating transparently with customers has positioned the company as a model for operational excellence, ranking 205th on Forbes’ Most Trusted Companies List.
What American Water Did Right
American Water’s approach centers on dependability and quality at scale. Water may seem like a commodity, but American Water treats it like a promise. The company continually invests in modernizing its systems, using advanced data analytics and automation to monitor water quality and infrastructure in real time.
Customers rarely think about their water unless there’s a problem — so ensuring they never have to is a quiet but powerful trust-builder.
Their consistency goes beyond pipes and pressure. American Water is also recognized for its clear billing practices, responsive customer service, and proactive communication — especially during weather events or service updates. This level of operational clarity strengthens the customer relationship, even when things go wrong.
What You Can Learn From It
No matter your industry, consistency is your brand’s reputation in action. If you deliver one experience today and another tomorrow, trust will be lost. But when your customers know what to expect, and that you’ll meet or exceed that expectation every time, you lay the foundation for long-term loyalty.
Here’s how to apply American Water’s strategy to your business:
- Streamline your systems: Invest in tools and processes that ensure consistency.
- Communicate early and often: Don’t wait for problems to reach your customers.
- Showcase your quality: Use metrics, certifications or testimonials to back it up.
Stability builds loyalty in a world of constant disruption. American Water didn’t earn its spot on the Forbes list overnight — it did it by showing up every day with consistent delivery, high standards, and clear communication.
“We see exceptional customer service as the backbone of brand loyalty,” says Rishabh Bitola, managing director of Infotyke, — “it’s what turns one-time buyers into lifelong fans. It plays a huge role by solving problems fast, showing empathy, and exceeding expectations, like a quick refund or a personal follow-up call.”
That kind of care builds emotional ties, because customers remember how you made them feel, not just what you sold them.,” he adds.
Nick Fernandez, founder of Upsway Marketing, emphasizes the need for consistency, saying: "Customers need to feel confident that a brand will meet their expectations every time they engage with it.”
2. Prioritize Customer Experience
Product features alone don’t win loyalty in competitive markets — experience does. Apple, ranking 11th on Forbes’ list is proof that delivering a consistently exceptional customer experience (CX) turns buyers into lifelong brand advocates.
From unboxing to in-store support, Apple’s customer journey is finely tuned. Every touchpoint is intentional. Sleek devices are one thing, but it’s really about how you feel using them, how smoothly they integrate into your life, and how confidently you can get help when you need it.
That’s what earned Apple its spot at #11 on Forbes’ list, and a large part of the reason its customer base remains fiercely loyal.
What Apple Did Right
Apple has mastered the art of frictionless, intuitive experiences. Whether you’re buying online or walking into an Apple Store, everything feels effortless. Their products work together seamlessly across devices, and customer support is easy to access and consistently helpful.
What’s more, Apple doesn’t just solve problems, it anticipates them. Updates roll out smoothly. Interfaces are clean and consistent. Hardware and software are designed in tandem to avoid complexity. Even packaging feels purposeful. This attention to detail adds up to a customer experience that feels premium at every level.
Focusing on customer experience tends to pay off, evidenced by McKinsey’s analysis showing that companies which lead in CX achieved more than double the revenue growth of less CX-focused competitors.
What You Can Learn From It
Good customer experience is a key differentiator not a nice-to-have. And it’s about far more than just good service, it extends to the way customers interact with your brand at every stage of their journey.
Here’s how to apply Apple’s approach to your business:
- Design for ease: Simplify navigation, onboarding, and support across every channel.
- Anticipate needs: Think ahead. Solve problems before they happen.
- Make every touchpoint count: From packaging to post-purchase, every detail matters.
- Train for empathy: Support teams should be empowered, responsive, and human.
Apple designs experiences that elevate expectations to build emotional loyalty, not just transactional repeat business. When you prioritize customer experience like Apple, you turn users into advocates.
3. Be Transparent
Trust is built on honesty as much as performance. Cintas Corporation, ranked 96th on Forbes’ list, has earned customer and employee loyalty by embracing transparency across its operations, from sustainability reporting to customer communication.
Serving over one million businesses with services like uniform rental, facility supplies, and safety programs, Cintas operates in a space where reliability is essential, and where transparency can truly set a brand apart. And Cintas has leaned into that.
What Cintas Did Right
Cintas takes a proactive approach to transparency, especially in how it communicates progress on corporate responsibility and operational standards. The company releases annual Environmental, social and governance (ESG) reports, openly outlining goals, performance metrics, and challenges. That kind of honesty helps customers, investors, and employees understand exactly where the company stands and where it’s going.
Internally, Cintas fosters what it calls a “culture of ownership.” Employees are encouraged to take responsibility, speak up about issues, and contribute to process improvements. That internal transparency creates a ripple effect: when your team is aligned and informed, it’s easier to be clear and honest with customers.
As noted in a 2024 company statement, this approach to open communication is part of what helped Cintas earn its spot on the Forbes list for the third consecutive year. Customers trust Cintas because they feel like they’re working with the company rather than being kept in the dark.
What You Can Learn From It
Transparency doesn’t mean oversharing. It means being clear, consistent, and accountable — especially when the stakes are high or when things go wrong. If you show customers what’s happening behind the scenes, you signal that you value their trust.
Here’s how to apply Cintas’ strategy to your business:
- Share your progress: Publish updates on your goals, even when results are still in motion.
- Own your mistakes: When issues arise, communicate openly and explain what you're doing to fix them.
- Keep customers in the loop: Provide regular updates, and not only when there’s a problem.
- Build a transparent culture: Align your internal team first so transparency flows outward.
Brands that are open with their customers in an era of skepticism and scrutiny earn more than loyalty — they earn respect. Making transparency a core part of your strategy shows customers they’re not just buying from you, they’re partnering with you.
4. Take a Stand on Issues That Matter (but Stay Authentic)
When customers buy your products, they're also buying what your brand represents. Today’s consumers (especially younger audiences), expect companies to take a stand on social, cultural, and environmental issues. According to a recent Ipsos survey, about 7 in 10 US adults say they tend to buy from brands that reflect their personal values — with 19% strongly agreeing and 50% somewhat agreeing.
Nike’s brand ethos is grounded in empowerment, performance, and progress. In the past it has spoken out on issues like racial injustice, gender equality in sports, and environmental sustainability. But what sets Nike apart is that these positions go beyond headlines and are built into the company’s DNA. This is how it achieved its position at #162 on Forbes’ list.
What Nike Did Right
When Nike featured Colin Kaepernick in its 2018 “Believe in Something” campaign, it sparked a national conversation, along with a wave of backlash. Some consumers protested by publicly destroying Nike products, and the initial reaction caused a 3% drop in Nike’s stock, wiping out roughly $4 billion in market value.
But Nike didn’t back down. Within a month, the stock not only recovered — it gained 5% beyond its previous value, reaching a record high. The campaign strengthened loyalty among Nike’s core audience, especially younger consumers who appreciate brands that take unambiguous, values-based positions.
What You Can Learn From It
Taking a stand can deepen trust and loyalty, but only if it aligns with your mission, and only if you follow through. Performative messaging just doesn't cut it. Today’s customers can spot phoniness from a mile away.
Here’s how to apply Nike’s approach to your brand:
- Choose causes that align with your core: Don’t chase trends — support what fits your mission.
- Back words with action: Make tangible commitments, not just statements.
- Be ready for backlash: If you take a stand, be prepared to stand firm.
- Stay consistent: Your values should show up in your marketing, hiring, products, and partnerships.
Standing for something isn’t about being loud either, it’s about being real. Like Nike, when your brand consistently acts with purpose you earn trust that lasts.
“Balancing customer expectations with brand values means aligning what customers truly need with the core identity of the brand,” advises Stefan Paduraru, Head of Performance Marketing at eCommerce-today. “By staying authentic in messaging, delivering consistent quality, and adapting based on feedback, brands foster loyalty without compromising their values,” he says.
5. Leverage Social Proof and Community Engagement
You can’t earn trust through self-promotion alone — it comes when others speak on your behalf. When customers, employees, and peers speak positively about your brand, that validation carries weight. It’s why social proof and authentic community engagement are powerful tools in your loyalty-building toolkit.
Paylocity, a leading HR and payroll solutions provider, made the 239th spot on Forbes’ list not only for the quality of its platform, but for how it cultivates community and empowers its users to be advocates. According to the company, this recognition reflects a culture built on “open communication, transparency, and putting people first”— inside and outside the organization.
What Paylocity Did Right
Paylocity has tapped into the power of user-led credibility by actively promoting client success stories, encouraging real-time feedback through in-app tools, and engaging in peer-led product forums where customers support each other. This kind of environment builds organic trust because it centers the user — not just the brand — as the hero.
Social proof also shows up in how Paylocity amplifies third-party recognition. The company shares awards, reviews, and rankings from credible sources to let others say it for them. That kind of external validation builds confidence for prospective buyers and long-term loyalty among existing clients.
Kaitlyn Merola, Founder and CEO of Möve Marketing offers the following advice: “It's not just about resolving issues quickly, but making the audience feel heard by consistently delivering excellent service. These actions build trust and encourage both repeat business and virality. To sustain this, it's essential to actively seek and act on customer feedback to continuously improve.”
What You Can Learn From It
People trust people more than they trust brands. If others are vouching for you, that trust is more likely to stick. Community and peer validation are powerful, scalable ways to build trust at every stage.
Here’s how to apply Paylocity’s strategy to your business:
- Showcase customer voices: Share testimonials, case studies, and reviews prominently.
- Foster community: Create forums, events, or spaces where your customers can connect and support each other.
- Highlight third-party validation: Awards, certifications, and rankings lend instant credibility.
- Invest in social impact: Engage in causes that resonate with your audience and reflect your brand values.
Paylocity’s rise came from empowering its customers and community to tell the story rather than from flashy campaigns.
6. Lessons From Three Brands That Got It Wrong
Trust is hard to earn and easy to lose. Even the biggest brands can misstep — badly. While the previous examples show how to build and protect loyalty, it’s just as important to understand how quickly it can unravel. Here are three cautionary tales that highlight why consistency, transparency, and authenticity matter.
- Facebook: Breached privacy, broken trust
- Wells Fargo: When culture undermines customer trust
- 23andMe: Data breaches and declining consumer trust
Facebook: Breached Privacy, Broken Trust
Facebook (now Meta) suffered a major blow to its reputation following the 2018 Cambridge Analytica scandal, where the personal data of up to 87 million users was harvested without consent. The breach not only sparked global outrage but exposed serious flaws in how the company handled user privacy and transparency.
The fallout was swift. Public trust plummeted, and Facebook was hit with a $5 billion fine from the Federal Trade Commision (FTC) — the largest ever for a privacy violation. Despite its continued dominance, the platform has struggled to fully rebuild user confidence. The lesson: if you manage user data, transparency and ethical safeguards aren't optional — they're foundational.
Wells Fargo: When Culture Undermines Customer Loyalty
Wells Fargo, once seen as a stable and customer-friendly bank, severely damaged its reputation in 2016 when it was revealed that employees had opened millions of unauthorized customer accounts to meet aggressive sales targets. The root issue? A toxic internal culture driven by pressure and performance metrics over ethics.
What followed was a series of congressional hearings, executive firings, and billions in fines. More importantly, Wells Fargo lost credibility with its customers — many of whom felt betrayed by a brand they had trusted with their finances. The takeaway: a broken internal culture will always spill over into your customer experience.
23andMe: Data Breaches and Declining Consumer Trust
23andMe, a pioneer in consumer genetic testing, faced significant challenges that eroded customer trust. In 2023, the company experienced a data breach affecting nearly 7 million customers, sparking serious privacy concerns and a significant erosion of trust.
This breach, coupled with declining demand for DNA testing kits, resulted in a 50% stock decline and the resignation of co-founder and CEO Anne Wojcicki. By March 2025, 23andMe filed for bankruptcy, highlighting the profound impact that compromised data security and diminished consumer confidence can have on a company's viability.
How Trusted Brands Build Loyalty: Key Takeaways
The brands on Forbes’ 2025 Most Trusted Companies list didn’t earn their spots by accident — they did it by showing up consistently, listening to their customers, standing for something real, and following through.
Loyalty isn’t bought, it’s earned. And when you build your brand on trust, you don’t just create customers. You create advocates, allies, and long-term believers. If you’re ready to level up your strategy, get the expertise you need to build a brand people believe in.
How Trusted Brands Build Loyalty FAQs
1. How do I know if my brand has earned customer trust?
Look for signs like high customer retention, strong reviews, word-of-mouth referrals, and positive engagement on social channels. Surveys and NPS (Net Promoter Score) can also give insight into how your audience perceives your brand.
2. Can small businesses build trust as effectively as large brands?
Absolutely. Trust isn’t about size — it’s about how you show up. Small businesses often have an advantage when it comes to personalized service, authentic storytelling, and community engagement.
3. How do I start building trust with a new audience?
Start by listening. Understand your audience’s values, communicate transparently, deliver consistent value, and showcase third-party proof like testimonials, reviews, or case studies. Trust builds faster when it’s backed by real people.
