Key Takeaways
- Trust starts at zero: In 2026, widespread skepticism and AI noise mean brands must actively earn every ounce of credibility.
- The “Hype Squad” advantage: You cannot build trust alone. A network of trust — made up of partners, customer voices, your own team, and third-party media — reinforces your brand’s credibility.
Building trust as a brand in 2026 is a tall order.
Widespread misinformation, declining trust in media, and the rapid rise of AI have made people more skeptical of everything they see and hear. Many reports show historically low confidence in governments, institutions and yes, brands. We’re no longer starting from a place of neutral trust. We’re starting from zero.
When skepticism is this high, trust becomes a true differentiator. But you can’t build trust all by yourself. You need a network of voices that reinforce what you’re saying. You could think of it as a B2B hype squad.
Who is in the network of modern trust?
When you search for a home contractor, what do you look for? A business’s blog is great, but you need third-party validation. The same is true for B2B buyers.
These are the critical elements in your network of trust.
Partners
Your partners already have trust with their audiences, and that trust can extend to you. Co-marketing, podcast guest spots, shared events and contributed content introduce your brand to people who are more open because the recommendation comes from a source they already trust. It’s like being invited to dinner by a close friend. You start the night with goodwill.
Customer stories
The fastest way to lose someone is to talk at them with marketing speak. Real customer stories do the opposite. They show how your product actually works, who it’s for, and what changed as a result. Specific outcomes, real challenges, and honest lessons resonate far more than polished claims ever will.
Your team
Your employees are one of your most credible channels. When people genuinely believe in what they’re building, it shows. Empower your team to show up as themselves, especially on platforms like LinkedIn. Let them share wins, lessons learned, and even frustrations. That kind of openness builds credibility for both the individual and the brand.
Media
Third-party media plays a critical role in trust building. Interviews, podcasts, and expert commentary place your brand in outlets your audience already considers credible. Top-tier coverage like the Wall Street Journal is a huge win, but don’t overlook trade publications. These outlets put you in front of your target audience and often carry significant weight within their industry. Trust can be contagious.
These trust networks are especially powerful for emerging AI companies that are establishing their brand in the marketplace.
Public relations helps you build your hype squad through efforts like co-branded announcements, earned media coverage for a customer, a top-tier interview or a thought leadership article in a trade pub. This third-party validation reinforces your credibility and helps you build an even bigger hype squad.
Want help activating your B2B SaaS PR network of trust? Reach out to PANBlast.