Living your values is fundamental in building and developing your brand.
Re-reading that sentence I almost deleted it as it seems so obvious, sort of like 'the sun will rise in the morning and set in the evening'. It just does.
So why do so many people struggle with that. The values, not the sun bit!
Being real and honest in what you purport to be is one reason. Not really understanding your values is another. Whatever it is, we are reminded almost daily by those in the public eye ( and therefore under most scrutiny) that they are not living their brand ( today's example - think politician , ex Police Minister, breaking the rules publicly by driving with cellphone in hand etc etc...) .
But they're not alone.
If you want to be successful at whatever you do, be consistent in how you act and what you do. It's hard to come back from breaking the 'trust' of not actually being what you seem.