It’s your responsibility as a business owner to make sure that your brand accurately, authentically shows what your business is all about. The last thing you want is to create a sensational brand, or one that gives your customers the wrong idea of what you can do for them. That’s how bad reputations get started.

If your customers come into the relationship with you expecting to get one thing, and get something inferior to that expectation when they’re working with you, they’ll feel like they’ve been gypped. Like they signed up for it and you didn’t deliver. Even if the cause of that misconception was some lack of clarity in your brand and materials, or a brand and materials that just don’t show who you really are.

This is a hard place to recover a relationship from. It’s hard to gain their trust back once you’ve lost it. It’s much easier and more effective to be “the real you” in all of your materials so that your clients can see that.