Shared content can be many things - useful and helpful information, entertainment and inspirational material. It's different than viral content because it creates a long term relationship.
There’s a general distrust of all public institutions now. The media and politicians lead the pact on the distrust meter though. We now assume everyone (politicians, news media, etc..) are going to lie to accomplish their goal. We see all lies as the same. We don’t just think of them as exaggerations of information. Most people feel like they only receive select information - not the whole story. That select information is provided to move you to a certain viewpoint, not move you toward the truth.
Your brand reflects your personality and the services that you offer to your clients. It’s the first impression someone has of you. The right brand will draw clients to you. Crafting an irresistible brand takes time and thought.