Transparency is now a requirement for building a brand. You have to transmit your core values to every employee and every supplier by talking about them all the time. If you focus on communicating your core values in each and every interchange with others, then you will eventually "crowd out" inconsistency.
Brandchannel.com: Differentiation. 2007-Dec-17, by Ted Mininni
If a company’s brand is authentic, and if it is embraced by everyone in the organization with consistency, vibrancy, and even downright passion, then that brand rings true to the customer. Without the delivery of deeply emotional, connecting experiences between the customer and the brand (read: as conveyed by the company’s brand ambassadors, namely each employee who interacts with the consumer), the attempt to position the brand as merely differentiated fails miserably.