When it comes to building business "Everything Counts" she wrote:
"Any business is made up of individuals and their collective reputations create the brand experience."
Naomi believes that when it comes to business integrity, always do what you say you are going to do because with social networking inviting feedback about products and services, Naomi says:-
"both positive and negative reviews have become endemic. This means qualities such as integrity and trustworthiness have been thrust into prominence when it comes to reputation. You only have to read the newspapers about people being hauled before corruption commissions in order to appreciate how important reputation is whether you are an employee, an independent professional or a business owner."
So, when it comes to business branding, integrity is the foundation of a respectable, non-corruptible reputation.