All of us who represent a business are advocates for the Brand of One. This is your brand. Own it. How the world perceives you and your business must match your abilities and your product.
When your offering conflicts with your persona, you will lose trust and interest. When you refine your brand and develop your products and services to match that communicated vision, the combination of trust, perceived value, and delivered capabilities will propel you forward.
Your reputation is at stake. Own your Brand of One.