assure

In the context of language, 'assure' is a verb that conveys the act of making someone certain about something or instilling confidence in them. It is often used when one wants to remove doubt or fear by promising or guaranteeing something. For instance, a person might assure another that they will arrive on time, thereby alleviating any worry about potential tardiness. The term can also be used to express self-reassurance, as in ensuring oneself of a particular fact or situation.