The recent debacle surrounding Google's decision to censor its search results in China reveals just how strongly Internet users and shareholders alike view the issue of trust. Google's "Do No Evil" stance has undoubtedly been severely compromised by what it refers to as its policy of 'engagement' with China.

Let's be frank about this. Google's decision to open to the China market was not an attempt to bring democracy to the people. It was a commercial decision aimed at capturing a major share of the world's fastest growing economy. Google compromised its own values in pursuit of profit and focused upon pleasing its shareholders first and foremost and assumed that they and Google users alike wouldn't care all that much. Wrong.

Shortly after the China decision was announced, $13bn was wiped off the value of Google shares. That's 12% of the company's value. The Independent article of 2nd February headlines with, 'Google shares plummet in one day amid growing fury over censorship and plagiarism'.

I would sound a word of caution when linking the sharp drop in Google's share value solely with the China issue. Many analysts report that the cause can be attributed to the over-inflated price of Google shares. But we can certainly say that Google's decision has caused its image to be severely tarnished. I for one, am certain that Google will profit hugely from its commercial activities in China. But at what cost to its overall reputation?

As Internet marketers what can we learn about these recent events? First and foremost, this seems to bring home to all businesses the importance of walking our talk. There was no such outcry when Microsoft or Yahoo engaged in censorship. Why? Because they did not make "Do No Evil" their company motto. Google however has built its brand around the notion that it is a 'good' company - a company we can trust and that isn't embroiled in controversy and claims of malpractice or unethical behaviour.

We all should learn the lesson that 'styles change, values don't'. 'Brand' is more than how a company presents itself. It is the emotional connection that a consumer makes with a company. It is about trust, core values and relationship building. This still is Google's greatest asset - built up over years of dedicated service by delivering the fastest, most reliable, clutter-free search engine. But only having built this reputation could Google then cash in on this, developing highly lucrative paid services which eventually enabled the company to become the giant that it is today.

Being a value-driven company requires a commitment over the long-term to sticking to the core principles that your customers expect of you. Abandon these at your peril.