I say it’s your word.
How you demonstrate that fact through the actions of each employee is more important to your customers then what you say.
Many companies spend time creating great sounding mission or value statements that are not connected with the values they actually practice.
Enron had their values of Integrity, Communication, Respect, and Excellence chiseled in stone in their main lobby.
Walk your talk – your customers will respect you, want to do business with you, and tell others. That’s the most valuable marketing you can do!