How to Build Brand Credibility in the Spanish Market

Why Is Credibility Harder to Build in Spain?

In most markets, a strong product and a recognizable brand get you in the door. In Spain, they help, but they're not enough on their own. Trust is built differently here. It's earned through presence, references, and relationships rather than reputation alone.

The good news is that the path to credibility is clear. The companies on stage at Next Market Live had figured it out, and their approaches had more in common than you'd expect.

How Do You Build Trust When No One Knows You Yet?

Tarik from Driveco described it as a 3-pillar approach that they built before even launching acquisition campaigns.

The first was local presence. Having a Spanish-speaking team, even a small one, changed the dynamic entirely: "We weren't just French tourists trying to sell remotely from Paris, we were more like a Spanish team with a European wallet."

The second was trust transfer. Using recognizable brand names as references, even if they were French or international, helped Spanish prospects feel safer. "If you have big partners, it really helps clients in Spain to feel safer working with you."

The third was financial stability. For Driveco, whose clients were committing to multi-year infrastructure projects, showing a strong balance sheet was non-negotiable. The principle applies more broadly: Spanish buyers want to know you'll still be around next year.

Do You Need Spanish Client References to Be Taken Seriously?

Not immediately, but getting them should be a priority. David from Cyberclick was clear on this: French or international references can open doors, but Spanish logos close deals faster.

His advice was practical: "Try to get 1 or 2 flagship clients from Spain, even if you have to lower prices. People feel like, okay, this is serious, they are already in Spain, they have references, I can trust them."

Alejandro from Ringover followed the same path, relying on French brand references early before building up a Spanish client base. The transition from international to local references is one of the clearest signals that you've established real market presence.

How Does Your Website Play Into Credibility?

More than most companies realize. Before any sales conversation happens, Spanish buyers will check your website. If it's only in English or French, it sends a quiet signal that Spain isn't quite a priority yet.

A localized Spanish website with local client logos, Spanish-language social proof, and a warm, approachable tone does a lot of the credibility work before your sales team even picks up the phone. It's one of the lowest-effort, highest-impact things you can do in the early stages of market entry.

What Are the Biggest Credibility Mistakes Foreign Companies Make?

Côme from Malt, who launched 6 countries over 10 years at Malt, was candid about what doesn't work. Sending a single person to open a market with no senior support, no local network, and no recurring leadership presence from HQ is one of the most common and costly mistakes.

Guillaume from French Tech Barcelona put it simply: "Hiring a champion just because you want to have it done on your to-do list never works." Credibility in Spain is built through consistent presence, not a one-time hire.

The companies that built trust fastest showed up repeatedly, at events, in conversations, and on the ground, until their name became familiar. In a market where relationships drive decisions, familiarity is its own form of credibility.

Up next: You've built your presence and started generating traction. The final lesson covers how to read the signals coming in and decide what to do next.