Writing Brand Stories That Build Trust

5 Microstory Examples That Build Trust in Less Than 3 Minutes You don’t need long-form essays to earn trust. Most people don’t even read past the second paragraph. That’s why I use microstories: short, emotional, and specific moments that reveal who you are in under 3 minutes. Here are 5 types of microstories you can use to build trust—fast: 1. The Moment You Changed Your Mind → Trust is built when people see growth, not perfection.
Example:
“I used to think discounts were the fastest way to win customers.
 Then a client told me, ‘Your advice changed my business I would’ve paid 3x for that.’
I stopped undervaluing my work that day.” 🟢 Why it works: Shows humility + transformation. 2. The Vulnerable First Step → People don’t trust you because you’re an expert. They trust you because you’ve been where they are.
 Example:
“My first client didn’t even know I was charging them. I just wanted to help.
Looking back, that eagerness came from insecurity. But it taught me the value of service over selling.” 🟢 Why it works: Relatability + authenticity. 3. The Customer's Tipping Point → Tell the before, the doubt, and the aha.
 Example:
She told me, "I’ve tried every course. Why would yours be different?" Five days into the Microstory Journey, she replied:
 "You’re the first person who made me feel like this was possible.’” 🟢 Why it works: Builds belief through someone else’s lens. 4. The Internal Battle → Trust deepens when we share what we wrestled with.
 Example:
“I almost scrapped my launch.
 Not because it wasn’t ready, but because I wasn’t.
 Fear doesn’t disappear. But it loses power when you move anyway." 🟢 Why it works: Reveals the messy middle we all live in. 5. The Unlikely Lesson → Share wisdom from everyday, even odd, places.
 Example:
“My 4-year-old asked, "Why do you work so much if you don’t like it?"
I didn’t have an answer. That night, I mapped out the first version of the business I run today.” 🟢 Why it works: Surprising source + deep emotional truth. Bottom line?
 People don’t trust credentials.
 They trust moments.
 Moments that reveal your values, struggles, and growth. That’s why I built the Microstory Journey... a 5-day experience that turns tiny stories into big trust. 👉 Which of these 5 are you using right now? ♻️ Share if this shifted your marketing mindset 🔔 Follow Mike Hays for more strategic growth insights

When I started building my brand ecosystem publicly, everything shifted. The traditional advice says, "build it and they will come." But after studying founder brands, I've learned that most founders are stuck choosing between getting attention and maintaining integrity. Last year, I watched a brilliant entrepreneur struggle with this exact paradox. When I shared my Brand Trust Equation with her, something beautiful happened. Here's what I learned about building in public through systematic brand development: 1. Identity System Transparency Share your core messaging, positioning, and values openly. Building your identity in public creates accountability for authentic choices. Your audience connects with the journey, not just the destination. 2. Content System Broadcasting Document your strategic output across all platforms transparently. Sharing your content framework helps others while establishing your authority. Your systematic approach demonstrates professionalism and intentionality. 3. Experience System Documentation Show how people interact with your brand at every touchpoint. Building your customer journey in public creates better experiences for everyone. Your process transparency helps prospects know exactly what to expect. 4. Conversion System Sharing Reveal how attention becomes revenue in your business model. Building your funnel in public demonstrates the value of systematic thinking. Your transparent approach shows prospects the clear path forward. 5. Lighthouse Content Strategy Create cornerstone pieces that attract your ideal audience while repelling everyone else. Building your manifesto, methodology, case studies, and vision in public establishes authority. Your transparent philosophy becomes a filter for quality connections. This approach builds long-term brand equity instead of short-term attention. 6. Platform Synergy Framework Show how different platforms serve different purposes in your ecosystem. Building your multi-platform strategy in public creates strategic alignment. Other founders learn how to maximize impact across channels. This isn't just about building brands, it's about creating beautiful, systemized, and authentic businesses that serve both founders and their communities. When you build your brand ecosystem in public, you're not just attracting attention. You're building trust through the Brand Trust Equation: (Consistency × Authenticity × Value) ÷ Self-Promotion. The solution isn't choosing between integrity and attention, it's building systems that deliver both simultaneously through transparent, value-first brand development. The future belongs to those brave enough to build their brand systems in public. __ Enjoy this? ♻️ Repost it to your network and follow Matt Gray for more. Curious how this could look inside your business? DM me ‘System’ and I’ll walk you through how we help clients make it happen. This is for high-commitment founders only.

Here’s something I’ve learned the hard way: No brand survives first contact with reality unless it was built with reality from the start. We love the idea of “brand control” as if a positioning doc and a style guide can keep the messiness of humans in check. But let me tell you: the brands people love, share, quote, wear, believe in? Those were built with participation, not perfection. And that’s not hypothetical for me. I’ve built programs where the brand was the people. From customer campaigns that invited real stories (messy, raw, and better than anything we could have scripted), to employee-led launches that turned an internal rollout into a movement. I’ve watched what happens when people feel ownership not just over a product, but over the point of it. If your brand doesn’t feel co-authored, it’ll never feel lived in. You want real traction? Here’s the truth: Your customers don’t want to be marketed to. They want to be part of something that matters. Your employees don’t want a brand book. They want a sense of mission they can feel in their bones. Your partners don’t want MDF funds. They want stories they’re proud to share. And that’s the work I’ve spent my career doing, not just shaping messaging, but shaping moments. Moments that invite people in, that spark belief, that build brand from the inside out. Because in the end, great brands don’t just perform. They partner. And if you’re not building that way? You’re just another voice in the chaos hoping to go viral for a day.

“I’m a founder w/ all this interesting life experience, but I have NO idea how to turn any of it into a story that resonates w/ my audience.” ^ if this sounds like you: a) You’re not alone b) I’ve got you. Keep reading. I've spent the last 4 years obsessively studying & dissecting viral social media content to figure out what resonates & why - helping my clients to generate close to $1mil now. But if I didn’t have this background (& weird obsession 🙃 ) & wanted to build a brand that brings in clients who are attracted to my authenticity & align w/ my values - Here’s what I’d do to craft “personal story” content: 1. Start w/ the MOMENT Reflect on those “standout” experiences Why? a) Our brains hold onto emotional experiences b) Emotional experiences make great stories Here's a few ideas: - You met someone who changed your life / perspective - You got laid off, pivoted, left a job - You relocated to a new place  - Something you meticulously planned went sideways - Something unexpected turned out amazing - Someone gave you advice that stopped you in your tracks (my most viral, money-making piece of content was a blog about this btw) 2. Fast-forward to the takeaway Don’t overthink the middle yet. Focus on what the experience taught you & why it matters to someone else. Ex: The Moment: You met someone who has your dream job & you realized you were on the wrong path.  Takeaway: Sometimes one person can change your life. Be open to what the universe is presenting to you. Another: The Moment: You burnt out at a job that didn’t make you happy & on vacation you slept through precious family time. Takeaway: Overworking impacts more than just you. The takeaway will become the final, impactful lines of your story. 3. Fill in the details This is where your story comes to life. Get specific. When did it happen? (Year, season, month) Where were you? (Location, environment)  Who was there? (Characters)  What were people saying? (Dialogue, quotes)  How did you feel—anxious, excited, scared? The more sensory, the more vivid & engaging the story 4. Tie it together You have your moment, takeaway & details. Start at the very beginning & let the story unfold. Ex: “In the summer of 2017, I flew from LA to NYC to start a new career” Advanced tip: Highlight moments of tension or struggle, where you felt X because of Y. End w/ your takeaway to leave your audience w/ a clear, emotional resolution. 5. Let it sit, then post Give yourself a day to review & edit. You might remember more details or refine your takeaway. -- Seems simple when laid out like this, right? But in reality, there’s a lot that goes into sharing your personal stories in a way that feels genuine to you AND strategically grows your business. Storytelling is the most powerful way to connect. It’s how you build trust & stand out from AI. If this is where you struggle w/ your LinkedIn strategy. This is exactly what I guide my clients to do - send me a DM to connect.

𝗧𝗵𝗲 𝗧𝗿𝘂𝘀𝘁 𝗧𝗿𝗶𝗴𝗴𝗲𝗿: 𝗟𝗲𝗮𝗱𝗶𝗻𝗴 𝘄𝗶𝘁𝗵 𝗦𝘁𝗼𝗿𝘆 𝘁𝗼 𝗪𝗶𝗻 𝗠𝗼𝗿𝗲 𝗖𝗹𝗶𝗲𝗻𝘁𝘀 Most sales calls or presentations start with a slide deck. A market overview. A timeline. A promise. However, a key point to remember is that before people believe in your product or service, they need to believe in you. And that belief? It doesn’t come from a feature list, forecast, or a demo. It comes from a powerful story. ☑️ A story that reveals why you care. ☑️ A story that shows what you’ve overcome. ☑️ A story that mirrors the values your audience holds dear. When founders and leaders open up about their personal journey—why they started the business, what problems they couldn’t ignore, and what they still believe in it changes the room. Suddenly, it’s not just a 𝗽𝗶𝘁𝗰𝗵. It’s a 𝗺𝗼𝗺𝗲𝗻𝘁 𝗼𝗳 𝗰𝗼𝗻𝗻𝗲𝗰𝘁𝗶𝗼𝗻. And that connection builds credibility, shortens the distance between you and your audience, and earns you permission to go deeper. In my 20+ years helping entrepreneurs and executives shape compelling and unforgettable stories, I’ve seen it time and again: ☑️ The most successful sales presentations aren’t the most polished. ☑️ They’re the most personal. Story-first sellers win not because they have the best slides, but because they lead with something human and real. It’s about alignment. And alignment builds trust, and that’s the foundation of every “yes” you seek. So, the next time you prep for a sales meeting, ask yourself: 𝘈𝘮 𝘐 𝘨𝘪𝘷𝘪𝘯𝘨 𝘵𝘩𝘦𝘮 𝘢 𝘳𝘦𝘢𝘴𝘰𝘯 𝘵𝘰 𝘣𝘦𝘭𝘪𝘦𝘷𝘦 𝘪𝘯 𝘮𝘦 𝘧𝘪𝘳𝘴𝘵? ☑️ People don’t just buy products or services. ☑️ They buy 𝗯𝗲𝗹𝗶𝗲𝗳. Want to know how to craft a story that builds instant trust with your audience? Kindly message me. I’ll show you how to make your story your most powerful sales tool.   #SalesStrategy #BusinessStorytelling