Boundaries help us take control of our lives. By drawing the line between what we are comfortable with and what we are not, we protect our well-being and build relationships based on trust.

While I already knew the importance of boundaries in my personal life, I did not realise that they are also crucial in a brand’s content strategy until I read Trustworthy, a book by Margot Bloomstein – a brand and content strategist who is also a lecturer in my content strategy Master’s programme.

Boundaries build trust

In Trustworthy, Margot explains how brands can build trust with their audience by being open and clear with what is within (or out of) scope. For example, a retailer introduced its chatbot by highlighting upfront what it could and could not do. They clearly stated that the bot is still experimental and is only meant to help users choose the right product. If a user asked for information beyond what the chatbot can provide, it would direct them to relevant resources or to contact customer support.

By setting boundaries right from the start and communicating them honestly and transparently, the company set itself (and its users) up for success. Users are mindful of the chatbot’s limitations and this helps them manage their expectations even before they start a chat.

Embracing humility and authenticity

This focus on honesty and openness is refreshing. It flips the script on the preconception that brands should only show their strengths and hide their weaknesses. Having the humility to admit what you cannot do is powerful as you demonstrate that you care more about your audience than how you appear to them.

As a content strategist, my clients often express that they want their audience to focus on what the company wants to communicate – essentially, only the good points. And for good reason, since it can be scary to admit what a company does not know or cannot do.

However, one-sided communication can easily backfire as it is unauthentic and does not consider the audience’s needs. It will be even harder for the company to regain the trust of its audience once that trust is lost due to unmet needs or expectations.

If you are working in any communication or content strategy-related field, why not reflect on how boundaries could help you build trust with your audience? It may not be easy at first, but gathering the courage to communicate with authenticity, humility and honesty would go a long way to improve trust and openness – the foundations of any successful relationship.