We know a few things to be true about popular brands. They exist. They tend to offer a product or service. They have a physical space or online presence. They have identifiable brand attributes. And they are vetted over time through consumer experiences and perception.
Based on these truths, it seems safe to assume that in order for you to establish credibility and trust with your target audience, customers must have some exposure or real-world experience with your brand, right? Well, think again.