Transparency is crucial in building trust with customers and ensuring they meet their expectations, as it allows them to understand what they're getting into and reduces the likelihood of uncomfortable situations. By sharing policies, processes, and practices, businesses can simplify pricing, clarify deliverables, let customers peek behind the curtain through social media and videos, communicate often, highlight strengths, tell their story, and follow through on commitments, ultimately creating a more relatable and trustworthy brand that attracts loyal customers.