A couple of years ago, Michee and I were checking out dog-friendly resorts. One of the so called dog friendly resorts has this as a policy:
“Dogs are welcome but they should not bark”
The people who came up with such a policy obviously do not understand the market they were targeting. Not to mention they are quite cruel.
This resort can try and market themselves as a "dog friendly" resort but their policies say otherwise. I found myself wondering what their intentions were in claiming to be dog-friendly when clearly their values point to the opposite.
If you’re going to tell a story about your brand, make sure that you can back it up not just with your words but also with your policies, and your day to day operation.
People read and listen to your story beyond your words. They also read into your intention.