"Can you tell me how to get to the train station?"

Paul is that guy.

Whether he’s unshaven at the weekend markets buying bread, or walking back to his office still in his robes after a morning in the Melbourne law courts — he’s the one people stop to ask for directions. Quiet and reserved, he gives off an air of “I know the way.” You could trust him with your life. I’ve called him myself in a crisis once or twice, when I needed calm, capable guidance. He just knows what to do.

Paul is my cousin’s husband. In his case, the label matches the product. People’s first impressions — that he’s capable and trustworthy — are entirely accurate. But how do strangers pick up on that?

“How can they tell?” my cousin and I once wondered.
“Maybe it’s because he’s tall,” I offered.
“It even happened in a village in Italy!” she replied.

First impressions aren’t superficial: they’re signals waiting to be noticed. And your brand is the same.

Paul never tries to convince anyone he knows what he’s doing. He just embodies it. Credibility comes from the confidence a track record brings. Paul’s composure makes him dependable in a crisis. Likewise, brands earn authority when they stay steady: the same tone, same values, same reliability. Leave the chopping and changing for new businesses who are still finding their place.

Does your brand stand tall like Paul? Do your clients sense they’re in capable hands? If you are unsure how to strengthen your brands’ trust signals, let’s have a chat.

Kind regards,