Expectation versus experience
Expectation versus experience is the rule that satisfaction is scored against the prediction that preceded it, so raising expectations raises your own pass mark.
How it works
People complain constantly about the service that promises a great deal and rarely about the one that promises very little, even when the two experiences are similar. Anticipation inflates the standard you will be judged against, which is why a long lead time is a cost disguised as demand. The general finding came from asking what people cite when pleasantly surprised, and it was always the experience relative to what they expected; the negative case was the mirror image.
What it changes for a personal brand
Write down what someone should expect from you, how often, how long, and what it will and will not cover, and put it where they see it before they commit. A promise you can beat is worth more than a promise that flatters you, because every piece you publish afterwards is scored against it.