--- title: Guard Your Brand Credibility description: Guard Your Brand Credibility image: https://www.pkgbranding.com/hs-fs/file-4093137208-png/blog-files/brandcredibilitycomesfromhonesty-pkg-300x198.png --- [![PKG Packaging](https://www.pkgbranding.com/hubfs/PKG%20Jan20%20-%20assets/pkg-logo.png) ](https://www.pkgbranding.com/) [![Hangar12](https://www.pkgbranding.com/hubfs/Hanger%20Image/Hanger-12.webp) ](https://www.hangar-12.com/) [312.870.9101](tel:+1.312.870.9101) # Consumer First Insights ## Guard Your Brand Credibility Written by Kevin Keating at PKG Are you selling a brand story or a brand fairytale? Mark Di Somma discusses the basis of every brand story as honesty and not wishful thinking to avoid a gap in credibility. ![There is a giant credibility gap between having a brand story and having a brand fairy tale. Wishful thinking is a world away from wishful stating. - Photo by Saimz Eyez](https://www.pkgbranding.com/hs-fs/file-4093137208-png/blog-files/brandcredibilitycomesfromhonesty-pkg-300x198.png?width=300&height=198&name=brandcredibilitycomesfromhonesty-pkg-300x198.png) In a world of choice, it's tempting to retouch your brand story to make it more appealing. It's tempting to say your clothes are made in one country, when in fact some of the garment is made somewhere else. It's easy to state that you have a rigorous environmental policy when in fact it's still under development. It's simple to say that your food has the perfect mix of whatever, when in fact your machines are not calibrated to tell you exactly how much of which ingredient will end up in a randomly sampled pack. It just takes a moment to add a qualification you don't have and to say it's from an impressive institution - because you know you're that good anyway. 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