Let's say that we criminalized stolen valor. What punishment would be appropriate?

Discussions regarding stolen valor recur quite frequently on this forum, but they never seem to serve any purpose other than to allow participants to vent without reaching a conclusion. Many have asked if it should be criminalized. Sometimes discussions of this type can gain a little traction if you assume a given conclusion and then work backwards. So, let's play the game. Assume that Congress begin drafting the act and the legislators ask you for advice: What type of punishment would be appropriate. If we can name a reasonable punishment, one that fits the "crime", maybe it should be a criminal act. If we can't agree on one, maybe there is not crime and it's simply a despicable act of a person who should be either pitied or humiliated. Keep in mind that this game only works if we take it seriously...