Consumers are the lifeblood of our business. That’s why it’s critical we interact with them early and often. But it’s how you’re interacting that will really make all the difference in the world. It’s quite clear that consumers are more attracted to brands that recognize the value of creating an emotional connection by humanizing their messaging. Companies build brand trust where the roads of authenticity and transparency intersect.

Consumers today are savvier than ever; they’re put off by the proverbial “corporate speak.” Social media has ascended to the top of the marketing food chain, As a result, we build relationships through genuine person-to-person conversations, not through a series of empty, scripted conversations or overused sales pitches. Consumers become frustrated when they feel that they’re not being heard.

The goal? Share more information with the consumer (transparency) and expand the vulnerability (authenticity) of the message. As a result, the brand develops an emotional connection that ultimately builds trust and loyalty — organically.

As the cornerstone of any relationship, trust is what brands should strive to achieve and what consumers demand. If the trust is there, the conversation will allow the openness required to understand your customer’s needs. When you understand their needs, you can subsequently take aim at fixing their real problem.

As you develop your brand messaging, keep in mind that you’re speaking to the consumer as a person, not as a prospect. Accordingly, people want to do business with people they like and trust. Brands that project authenticity and transparency through their interactions and messaging will produce better relationships with their customers

Doug Campbell is the Co-Founder and Chief Growth Officer for BrandStar.