Most DTC brands deserve to get roasted online.
They Photoshop the product, blame delays on “high demand,” and send canned replies that feel like bot therapy. Meanwhile, the best brands post TikToks showing how they fixed the screw-up before the comments even catch fire.
This is the difference: one hides. The other earns loyalty.
Because customer trust isn’t a marketing KPI – it’s the line between growth and death.
Here’s how to fix your reputation – and rebuild what matters most.
1. Own the Screw-Up Publicly (Before Your Customers Do It For You)
You don’t get ahead of the story – the story gets ahead of you. When your packaging rips or the shipping’s delayed, your silence looks like guilt. Katelyn Bourgoin, customer research expert and creator of Why We Buy says it best: “Trust is earned through transparency, not perfection.”
When Jones Road Beauty was dragged for a viral foundation review, they replied head-on – no panic, just clarity. The result? More trust, not less.
Use your platforms to say what happened, what you’re doing, and what customers can expect next.
The brand that speaks first shapes the narrative – and keeps the trust.
2. Turn Your Refund Policy Into a Trust-Building Machine
Refunds aren’t a loss – they’re a signal that you stand behind your product. Most brands bury refund info in 8pt legalese. Smart ones turn it into a trust badge.
Katelyn Bourgoin calls this “pre-suasion” – reducing anxiety before the customer buys. One DTC brand overnighted a handwritten apology and full refund after a wrong item. The customer? They posted it on Twitter – and it went viral in your favor.
Make your policy feel like a promise, not a trap. When customers feel protected, they hit “Buy” with confidence.
3. Stop Sounding Like a Script. Start Sounding Like a Human.
Bad experience? Don’t make it worse with a cold email. “Sorry for the inconvenience” feels like a corporate shrug.
Try this instead: “Hey [Name], I just saw this and I’m jumping on it personally. Totally on us. Give me 24 hours to make it right.”
Katelyn Bourgoin reminds us: “Support isn’t where trust dies – it’s where it’s born.”
Tone matters more than terms. Humanity builds loyalty. The right message won’t just resolve the issue – it’ll earn an advocate.
4. Show the Fix, Not Just the Apology
Saying “sorry” is easy. Showing the fix is what earns redemption. Did you upgrade your warehouse? Fire your 3PL? Reinvent your packaging? Tell them. Show receipts.
Katelyn Bourgoin explains: “Customers forgive mistakes when they can see you’ve actually improved.” Duke The Label, an activewear brand, shared a TikTok detailing their experience with a shipping label disaster, openly discussing the mistake and the lessons learned. This transparency resonated with their audience and reinforced trust.
A silent fix is a wasted opportunity. If you don’t tell them what changed, they’ll assume nothing did.
5. Create Content That’s Uncomfortably Honest
Perfect is boring. Messy is magnetic. When your packaging failed or inventory crashed, document it. Show how you reacted.
Duke The Label filmed a TikTok explaining their shipping disaster — the founder labeling boxes in her garage. The result? Supportive comments. Sales spike. Trust built.
Katelyn Bourgoin calls this “vulnerability marketing.” It works because people feel it’s real. Your most viral moment might come from your biggest screw-up – if you tell it honestly.
Customers can smell fake. But they admire those who own their mess.
Rebuilding trust isn’t a campaign – it’s a commitment.
People don’t expect you to be perfect. But they do expect you to be real. Respond like a human. Show your receipts. Apologize – then overdeliver.
This isn’t just how you fix bad press. It’s how you build a brand people believe in. Because in the age of social receipts, trust isn’t earned through ads – it’s earned through actions.
Trust isn’t built with pixels and promises – it’s built in the moments when you could hide… and choose not to.
If this resonated, here’s what to do next:
→ If you’re tired of content that fills space instead of driving sales, let’s talk. Schedule a quick demo.
→ If you’re ready to turn product pages, email flows, landing copy, and more into silent salespeople for your brand, subscribe to either our Unlimited Standard Plan or Unlimited Professional Plan to get started.
Your story deserves better than generic copy.
We make it unforgettable.