Tell the truth. Live your brand.

While there is rarely an objection to the idea that "telling the truth" is good, most of us have heard the exhortation, "Walk the walk." The exhortation is widely known because examples are quite plentiful of individuals who have difficulty practicing what is preached. And the same can be applied to business executives and politicians who fail to deliver on promises made or messages proclaimed.

In a recent article for Ad Age, David Angelo wrote to marketing executives and agencies, saying "It's time to live your brands." Angelo explains "Brands need to be ready for the spotlight -- good or bad -- by conducting business and communicating as if their reputations depend on it...Tell the truth, from the inside out."

I shared this via Twitter with the text, "Tell the truth. Live your brand." But when a follow up inquiry came from Ruth Simone of Luminare Coaching, I was compelled to give a reply with more space than 140 characters!

From a marketing perspective, it is good to be perceived as "believable" and trustworthy because consumers and/or donors are being asked to make an act of faith in making a purchase or contribution. But if we want to be believable, we have to actually believe the message that we are putting forward.

And our belief is proven in the actions of our lives, personally and corporately. Perceived discrepancies between the message and the actions of those behind the message will always undermine the effectiveness of any endeavor.

Whoever or whatever you are, as an individual or an organizational representative, be truthful. Believe your own message and back it up in order to be believable.