Customers lack of confidence, and reluctance to take action is not surprising given the explosion of words said, yet so few of these words delivered. If you can’t do it, please don’t say it. If you aren’t sure if you can deliver, then just make a small promise that you know you can keep. It is that simple. Your brand is your reputation; which is your word, and what you can deliver. When you don’t deliver on your word, and your messages are different; you will decrease your credibility, and therefore your brand value.