Be specific:
Define expectations clearly

Examples of the Ten BE’s of Better Branding often times jump out at me. While passing through the Whole Foods store in Austin (the kids and I refer to it as The Mother Ship), I came across this declaration of specificity.

They could have said “We contribute hundreds of thousands of dollars to our community.” Instead, the store tracks their donations to the penny. By posting them thusly Whole Foods gets credit and credibility. Added bonus for calling out a specific cause; bonds deep with supporters.

This practice applies equally with advertising claims. Be specific. It tells people you pay attention to and honest enough to share details.