Bonds are a weird thing. You as a player choose how many bond points your character have with a person, ally, city, organization, etc. Then while playing you can lower those bonds by burning them for your character to get a boost, but in turn those persons, allies, citizens or organization lower their perception of you. So, Bonds are not about what your character feel about the bonded but the other way around – how they feel about your character.
Things get complicated when a character Serves and Protects another character. Then, you as a player can choose to create or advance a Bond with you character to that other character. That effectively means that the other character increases his/her perception about you (that sounds good!). But then, the other character can raise his/her bond with you as well, which means that other character can modify your character perception about him/her, effectively messing with your character point of view (which sounds weird): “Hey, thanks for helping me! I’m sure your are now more engaged with me, don’t you? (I raise a bond with you).
Does it sound right?