There is a difference between saying we are something and being that thing.

The difference is repetition.

If for instance, you go to work sit on the clock and only when the boss is around work, you cannot make claims to be a hard worker.  But if you go to work stay busy and add value to your time at work, people will call you a hard worker. You don’t have to say what you are, people know because that is what you do.  What I am getting at is your reputation isn’t what you say it is, it is what you do. You have to back up your words.

You don’t market a reputation, you build it, one action at a time, repeated.