# How Trust & Will builds brand trust at scale

> A digital estate planning company shares its formula for earning consumer confidence in a category people avoid.
- Title: How Trust & Will builds brand trust at scale · Adweek
- Summary: A digital estate planning company shares its formula for earning consumer confidence in a category people avoid. Trust is built through visible investment…
- Keywords: trust & will, brand trust, estate planning, marketing architects, tv advertising, challenger brand, consumer confidence, creative strategy, demand generation, signaling theory, Trust, builds
- Source: Adweek — https://adweek.com/brand-marketing/a-winning-formula-for-building-brand-trust
- Author: Mindy Charski
- Published: 2026-09-21T18:46:26+00:00
- Read time: 1 min
- Topics: trust & will, brand trust, estate planning, marketing architects, tv advertising, challenger brand, consumer confidence, creative strategy, demand generation, signaling theory
## Trust drives actual purchases
Trust isn't just a feel-good metric. It's one of the biggest drivers of whether people actually buy from you.

> Trust is a lot more than just a feel-good metric. It's one of the biggest drivers of whether people actually buy from you.
## Estate planning's credibility gap
Trust & Will operates in a category where people don't want to think about the product. Most consumers believe a local attorney is the only credible option, so the brand must make online platforms feel safe and legitimate.

> They think the most credible path is sitting across from a local estate planning attorney.
## National TV signals legitimacy
Trust & Will uses TV advertising because there's legitimacy in being on national television. When consumers see a brand investing in expensive, visible media, they read it as a signal that the brand must be legitimate.

> There's legitimacy that comes from being on national television. It puts you in the same room as the biggest established brands.
## TV plus streaming maximizes reach
Trust & Will runs both linear TV and connected TV together to maximize total reach. TV is now the number one way people first learn about the brand and drives top-of-funnel demand generation.

> Running them both together is actually what maximizes total reach for us.
## Memorable creative builds connection
Trust & Will's 'Make it Count' campaign uses storytelling and humor to prompt people to think about estate planning. Spokesperson Eddie Blackwell Williams emphasizes that good intentions alone don't count without legal documentation.

> We needed warmth, we needed humor and humanity, but we also needed authority.
## Consistency beats constant change
Trust & Will resists the urge to shift creative messaging too often. The bigger payoff comes from consistency and building on a foundation that's already working.

> The bigger payoff really comes from consistency.
## Key takeaway

Trust is built through visible investment (like national TV), memorable creative with warmth and authority, and consistent messaging over time.