Reputation is a business’s biggest asset, particularly because consumers only want to buy from trusted brands, and your reputation is your brand. Your actions inform your habits, and your habits inform your character, and this character is what clients look to when judging reputation. In business, people are more impressed by integrity and character than they are by the extra perks you give them. If you are a person of integrity, you are transforming your corporate culture, delivering what you promise and acting consistently in your business dealings. A company of character has no surprises, and your clients will keep coming back to you because they trust and value the business relationship.