How Strategic Communicators Build Trust: The Role of Empathy and Vulnerability
A few months ago, I stood in front of a room full of executives delivering a keynote titled “When You Get Tapped on the Shoulder.” It was supposed to be about the professional moment when I was offered a global expat role in Asia, a career-defining pivot. But what it became was something entirely different.
I shared the part of the story most people don’t see.
The self-doubt before saying yes.
The fear of being visible in a new market.
The pressure of representing not just a brand, but a culture.
I didn’t sugarcoat the journey. I didn’t focus on the highlight reel. I told the truth; the layered, complicated truth. And the room got quiet in the best way.
That wasn’t just empathy. That was vulnerability on purpose. And that’s what unlocked the trust.
Why Empathy Alone Doesn’t Build Loyalty
Marketers are trained to walk in the customer’s shoes. But while empathy helps us understand the customer, vulnerability helps the customer understand us.
It’s the difference between saying, “We hear you,” and showing, “Here’s what we risked to meet your need.”
In a landscape flooded with messaging, connection isn’t the differentiator anymore. Credibility is. And credibility isn’t built by being polished. It’s built by being real; strategically, intentionally, and with a purpose.
Marketing Is Trust Work
If you’re in marketing, you’re in the business of trust. And trust isn’t a byproduct, it’s a KPI.
We measure reach, conversion, and engagement. But what about resonance? What about the feeling your message leaves behind?
“KPIs aren’t just about outputs—they’re about connection. Did the message land with your customer, your audience? Did it create clarity, drive alignment, or inspire action?”
3 Ways to Use Vulnerability to Build Customer Trust
Tell the Story Behind the Story
Don’t just highlight the win—share the tension, the decision, the tradeoff. Make the value you created feel earned.Own the Miss
Customers don’t expect perfection. They expect honesty. If something didn’t go as planned, explain what you learned and how you’re addressing it. That’s leadership.Start With Empathy, End With Truth
Understanding your customer is the baseline. Letting them understand you is the multiplier.
Trust Is a Long Game, But It Starts With a Choice
That day up on stage, I wasn’t performing. I was relating. And the result? It wasn’t applause. It was alignment. It was leadership trust that turned into strategic opportunity.
Vulnerability didn’t diminish my brand, it made it unforgettable.
The same is true for your message.
If this resonates with you, you may enjoy this perspective on how your brand is speaking even when you’re not. The stories you share, or avoid, shape how your audience sees your leadership.
Lead with Impact: Strategic Communication That Builds Trust
At Éclat, we help leaders and teams elevate their communication to connect with intention, credibility, and clarity. Whether you're preparing for a high-stakes presentation, launching a message to your teams, or translating insights into influence, we’ll help you say what matters, so it lands.
Ready to lead with empathy, clarity, and confidence? Let’s sharpen your message. Book your consultation →
