The top three ways for challenger brands to earn trust

Trust is essential to any successful relationship. Since consumers must part with cash or personal information in their relationships with brands, trust is especially important.
Yet trust takes time to build, starting small and growing over time. Therefore incumbent brands, with a large base of existing customers, heritage and mountains of social proof have a key advantage that challenger brands must overcome.
So what can young challenger brands do to win consumer trust even in their infancy? T