Proof Lives In Your Patterns

Season 02 | Ep. 02 | Brand Behaviour | Trust Signal

Emma Brooks

Aug 26, 2025

Stop claiming your values. Start showing them.

Hello, my lovelies.

You don’t have a messaging problem.
You have a visibility problem.

And I don’t mean reach. I mean resonance.

Your audience can’t feel what you stand for.

Why Most Brand Values Fall Flat

We’ve all been told to define our values.

You probably have a list somewhere:
Integrity. Authenticity. Creativity. Excellence.

Lovely. But here’s the uncomfortable truth:

Values don’t build trust unless they’re visible.
And they’re not visible unless they’re demonstrated.

If your values only live on your About page, they’re not doing their job.
They’re not making people feel safe, seen, or certain. They’re just decorative.

Brand Behaviour Isn’t Theory, It’s Practice

In Step 1, we mapped how your audience feels before, during, and after working with you.

Now we ask:
What behaviours actually shape those feelings?

Welcome to Step 2: The Trust Signal.

What Is a Trust Signal?

A Trust Signal is a behaviour that proves a value.

It’s something your audience sees, hears, or experiences that says:

“This person actually means what they say.”

It could be how you respond to a query.
How you handle a refund.
What your boundaries look like on a bad day.

Behaviour builds trust—or it breaks it.
And your audience can feel the difference, instantly.

Start Here: Feel It From Their Side

Let me ask you something:

If you say you value generosity—
Would your audience describe their experience with you that way?

If you say you value clarity—
Can someone feel that just from browsing your services?

If the answer’s no, you’re not alone.
This is the invisible gap most brands never close.

You don’t need better values.
You need better visibility of the values you already act on.

You Don’t Need Better Values, You Need Clearer Signals

Instead of polishing your values list, try this:

Pick one value.
Then ask: What does this look like in practice?

Here’s an example:

Value           Trust Signal Behaviour

Clarity         Summarises every call in writing—no jargon

Connection      Personal follow-ups instead of templated emails

Care            Transparent client boundaries in plain sight

If a value can’t be observed, it’s not building trust.
It’s just branding fluff.

The Fastest Way to Build Brand Trust

Start by showing, not saying, your values.

You’ll find:

Messaging becomes clearer
Leads self-filter with more alignment
You stop second-guessing why things don’t land

And you start hearing:

“You felt right before we even spoke.”
“I trusted your process before I booked.”
“You made me feel seen.”

That’s the power of brand behaviour.

Want to make your values visible?

Inside the Brand Behaviour System, you’ll find simple tools to help you turn good intentions into actions your audience can feel:

A guided worksheet to connect your values to real behaviours
50+ examples showing how to prove your values (not just talk about them)
A helpful writing assistant that rewrites your copy so your values come across clearly—without sounding cheesy
→ Join the waitlist for early access