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Bear good fruit and you won’t have to defend your product. Be an honest person, and you won’t have to swear your telling the truth.

Brands, just like people are defined by their actions, not their promises. “Trust me” is suspicious. A wise father once told his daughter to never trust a boy who says “Don’t worry, you can Trust me.” If you have to preface yourself with a promise or a guarantee you should work on your reputation. Guarantees and promises are well intended, but they can be distracting. I have a little brother, and I know he’s lying when he says he’s not lying.The story that a brand tells about itself should offer insights into its purpose, not a promises about its sincerity.

Talk about your brand, don’t defend it.

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