As an independent consultant, I AM my brand. What I say and the manner in which I say it, must invite confidence and trust. Honesty is something I value. I am truthful with clients. If I don't know something, I tell them so. I do not engage in puffery. Clients sometimes ask for things that are not in their best interest. It's my job to guide them in a direction that serves them--not to help them blunder into something that will not work for them. I am not as interested in being their tool as being their partner.