4) Thou shall not be fake – Keep it real; don’t hide behind characters and phony IDs.
This should be obvious, but many persons try to be something that they are not. A strong brand consists of honesty and trustworthiness, none of which will improve if you do try to be someone else and do not walk the talk.
5) Covet thy customers – Don’t sue your fans. You will alienate them.
A basic rule is that if you help people, something good will come back to you. Some call it karma, some networking. For me it is just common sense. The customers in the commandment represent the people around you, so be honest and friendly with the people around you. No one likes a grump.
Just remember, it is not wrong to stand up for your self, but there are good and bad ways to make your point.
6) Thou shall be open and engaging – Involve your customers in the PR process. Invite them to help you develop winning ideas and become your spokespeople.
This is also common sense, but as someone said “common sense is not that common”. Jesus had his apostles to spread his word and build his brand. Was he successful in this strategy? Did he come up with all the answers himself and told people what to think, or did he leave the thinking to the people so that they could draw their own conclusions?
Basically, do not be a know-it-all, be humble to others convictions, that’s the only way to win their trust and in the end letting them convince themselves.