There is an inverse relationship between control and trust. Trust is more of a two-way exchange than most people, especially those in power, realize. Leaders in government, news media, universities, and corporations think they can own trust, when, of course, trust is given to them. Trust is earned with difficulty and lost with ease. When those institutions treat constituents like masses of fools, children, miscreants,or prisoners, when they simply don't listen,it's unlikely they will engender warm feelings of mutual respect. Trust is an act of opening up. It's a mutual relationship of transparency and sharing. The more ways you find to reveal yourself and listen to others, the more you will build trust, which is your brand.