Let's face it. You know a fake when you see one - a fake designer purse, an artificial flower, a false friend. You know when a company isn't what it seems. They may get you the first time, but you won't be back. It's crucial that you never fake it because your customers will find out. Be true to yourself, and understand enough about your customers to convey your true worth to them at every transaction point.

Consumers are a lot smarter than we think. Duane E. Knapp of, The Brand Mindset: How Companies like Starbucks, Whirlpool, and Hallmark Became Genuine Brands and Other Secrets of Branding Success, understands the importance of marketing to an intelligent consumer looking for a genuine brand. In his book he states, "Genuine brands make a promise, and they deliver on that promise consistently, eagerly, and at the customer's convenience."

Do you consistently pull through on promises you make to your clients? Honesty helps build a strong personal brand. When you make promises you can't keep, you quickly diminish the credibility of your personal brand both at work and at home. Consumers are becoming more aware of insincere marketing gimmicks and advertising. They appreciate and are more likely to give referrals to genuine brands that they can trust and respect. Do you deserve customer loyalty?