The best quality brands are expanding via word of mouth. The distinguishing factor is trust. If people can trust what you are doing and saying then they will come back for more.
Every action, motion, aspect, comment, or social media post is an expression of you. Think about that every time you make a move to do something.
Does that action help carry your brand forward? Is it supporting what’s coming next? If not, then don’t do it.
Trust is built over time but can be lost in a moment.