Trust is built by showing up consistently. It's why we remember our friends who we see regularly, but forget the person we sat next to on the bus.
Software companies operate under the same parameters.
Every single interaction with your software company, from the ad the user sees on Facebook, to the website they land on, to the experience of signing up, to the onboarding experience, all the way to the follow-up afterward is part of building that trust.
If these experiences are misaligned or disjointed, you lose cohesion. You lose trust.
Getting these experiences to line up uniformly and in a way that delights your user is called branding.
"Here's to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They're not fond of rules. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About the only thing you can't do is ignore them. Because they change things. They push the human race forward. And while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do."
Go change the world you rebel.
The influx of social media has created a vortex of lies. Lies about how many followers you have, lies about how well your life is going, lies about the good a company does for the world, lies about how cool you are. But rebels are not like that. Rebels are honest.
What does that mean? Honesty is telling the truth regardless of how it makes you look.
This means putting aside vanity metrics in exchange for something deeper and more meaningful. It means being real when you mess up. It means giving accurate descriptions of what you could do for someone, instead of boosting your capabilities. It's having the courage to stand before the facts available and admit that things could improve. The beauty of that is that you can genuinely move forward rather than living a lie that everything is perfect.
Rebels are honest.