Personal Branding Success As A Key Person Of Trust (KPT)

author spotlight – Karin Sebelin


“Be proud of what makes you unique.” ~ Karin Sebelin

  1. Question: When you consider the virtues of ‘Key Persons of Trust’ – what do you see as the most important ones, and how can they be executed in personal branding? 

Answer: The three most important virtues of a Key Person of Trust are

1) Authenticity,

2) Credibility, and

3) Trustworthiness.

To point 1: Authenticity

Customers love authentic brands. Authentic brands don’t try to be something they’re not. Instead, they recognize what they are, what they do best, and what customers value most about them.

To establish your authenticity consider the following:

  • Explore your autobiography
  • Go on holiday with old friends
  • Avoid comfort zones; step out of your routine
  • Seek honest feedback from colleagues, friends, and family
  • Show your weaknesses
  • Get to know other people better
  • Care about the work others do
  • Give people useful feedback
  • Actively engage with your audience
  • Be on hand to offer assistance
  • Be responsive when people try to contact you
  • Show the real you
  • Remain true to yourself, your business and your core values
  • Define the purpose behind your business
  • Share your passions, mission, and vision
  • Be transparent and give evidence wherever you can
  • Be honest and accountable for your mistakes
  • Position yourself as an authority in your industry
  • Be consistent in your efforts

To point 2: Credibility

From the moment you start up a business, you are building your credibility. Credibility is your reputation, and it helps people decide if what you say has truth behind it. It takes time to build, and it’s formed by your communications with other people and the way you conduct yourself in business. Credibility and communication are closely linked. How you interact leads to credibility.

Here some examples of what you should avoid:

  • Using negative self-talk; don’t say things like: ‘I am such an idiot’
  • Criticizing your own behavior/judging yourself
  • Regretting your deeds; never regret anything
  • Compulsively apologizing; apologies are not always necessary
  • Blaming others and not feeling responsible
  • Constantly seeking approval
  • Smiling dishonestly, only smile when you are genuine
  • Overusing flattery
  • Failing to listen to what other people have to say
  • Judging other people without really knowing them

To point 3: Trustworthiness

Trustworthiness is built through trustworthy behavior. A trustworthy communication is one of the most important factors for success.

The lack of efficient communication will quickly hinder a positive working environment and prevent trustworthy relationships. Building trust in communication is considered an essential element in leadership and business.

To establish your trustworthiness, consider doing the following:

  • Be authentic
  • Develop your credibility
  • Show your integrity
  • Clarify your intent
  • Demonstrate your capabilities
  • Deliver results
  • Talk straight
  • Demonstrate respect
  • Admit mistakes
  • Create transparency
  • Show loyalty
  • Help everyone win
  • Provide regular feedback
  • Improve yourself
  • Confront reality
  • Clarify expectations
  • Share information
  • Practice accountability
  • Listen first
  • Keep commitments
  • Act consistently
  • Extend trust
  1. Question: In social media, we have seen that the level of trust has experienced erosion during the past few years towards brands, especially in the consumer arena. What do you think are the most important remedies to increase trust?

Answer: Becoming a Key Person of Trust!

  1. Question: What is your favorite quote?

Answer: My favorite quote is: “The business rule no. 1 reads: Trust begins with me.” ~ Karin Sebelin

  1. What do you see as an outlook into the future concerning trust?

Answer: I predict, that in the future “Respect” will be more valuable than trust because trust is so hard to “grasp.” Reasons for my statement:

  1. Many people know SOMETHING about trust, but not everything.
  2. Trust, in the meantime, has become a “buzzword.”
  3. The topic “Trust” is one day out of date.
  4. Respect is always important.
  5. The Formula of Humanity (Immanuel Kant)

Respect for mankind had been a great topic for Immanuel Kant. The German philosopher believed that human beings have a special dignity because of their rational structures; this makes humans superior to mere animals. Kant, therefore, conceded human beings a special kind of respect.

  1. We should learn from the Japanese culture.

Fact is: Politeness and respect are just in the Japanese DNA.

Now you will say: “I don’t have this Japanese DNA!”

But mindfulness, respect, and politeness can be learned!

Respect begins with small things. Through mindfulness, respect, and politeness we can develop a good character and become a remarkable personality.

  1. The Law of Respect (by John C. Maxwell)

“When people respect you as a person, they admire you. When they respect you as a friend, they love you. When they respect you as a leader, they follow you.” ~ John C. Maxwell

  • We simply must “respect” others’ priorities / time / imagination.

We too often don’t respect other people’s plans, priorities, time or imagination. We are so focused on our plans and desires that we too often overlook that the other person has other priorities. And this has nothing to do with trust itself – here only a good portion of respect can help.

“Trust is the glue of business and social exchange. Trust creates more trust. It is generative. The more signals of trust we share, the more trust increases.” ~Karin Sebelin

Thank you, Karin, for sharing so many insights about your experience, publication, and approach in coaching persons of trust! I wish you and your latest book release best of success!

Karin Sebelin:



Maria Lehtman
Maria Lehtman
MARIA has over 20 years of Sales, Marketing, and Professional Services experience from the international telecommunications and travel industry. Her achievements include successful global Transition, Transformation, and Competency programs in management roles in the the global telecommunication field. She is currently working in International Sales & Marketing department with transversal employee and executive social media engagement development programs. Maria is passionate about digital empowerment and the opportunities it can provide for people around the world. She is a dedicated photographer and digital artist engaged in several creative projects at any given time. She is a compassionate leader, and her mission is to support people in self-transformation and in embracing new skills. Her trademark is her capability to share a smile even during the most challenging circumstances and keep a 'mindfulness'-attitude. Maria’s posts and thoughts represent her own view of the world. See Maria's current publication on Maria is a contributing author to the inspiring book Chaos to Clarity: Sacred Stories of Transformational Change and Crappy to Happy: Sacred Stories of Transformational Joy

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