Customers decide quickly whether to invest in a product or service. If your product or service is similar to that of other companies, differentiating your company in the marketplace can mean a sale made instead of a sale lost. But how do you set yourself apart? Branding.

Branding is the feeling a person has about a business. This feeling is supported by the way a business presents itself in the marketplace, whether through verbal or visual communications, or in the values it holds and promotes. When a company has a strong brand, people quickly identify attributes such as who the company’s customers are, how the company’s products or services benefit those customers and the company’s values and culture. Positive branding helps build trust position a company at the forefront of its industry.

To build a strong branding program, a business must first recognize it’s strengths and vision. Then, the company should educate everyone at every level of the company about how those strengths and vision will be presented and communicated. Building a strong brand is not just the responsibility of senior leadership. It is the result of all employees working with the same vision and message. The message should be strong, consistent and constant. The end result is a customer experience that is positive, expected and talked about.

A happy customer is a return customer. And courting return customers is easier on the bottom line then expending resources always searching for new customers. But small blunders can send even the most loyal customers to the competition without even a wave goodbye. A little upfront time spent improving your customer service approach will save the headache of trying to repair damaged customer relationships.

Respond to Emails and Phone Calls

A company that quickly returns customer phone calls has an edge in building customer loyalty. Trust exists when customers know their concerns and questions are taken seriously. A customer that trusts a business is more likely to continue purchasing from that business and recommending it to others.

Honor Appointments

There’s nothing quite as frustrating for a customer than scheduling an appointment with a business or service provider only to be kept waiting. Or worse yet, to be stood up.  Remember, customers may need to take time off work or juggle other appointments to meet with you. If you are detained, plan to be no more than five minutes late and call to let the customer know you are on your way. Reschedule when necessary, but do so with 24 hours notice so the disruption to the customer’s schedule is minimized. Keep appointment rescheduling to a minimum and make sure the client has a consistent contact when scheduling appointments.

Respond to Information Requests

When someone requests information about your company via e-mail, a Website form, over the phone or through some other means, he or she expects a response. When a company fails to respond, whether due to poor organization, incorrect contacts or a busy schedule, customers are left feeling abandoned. Have a policy in place for responding to information requests. For example, make it clear to customers that you will respond within one business day to their questions and requests. Make sure all your employees are aware of the policy and stick to it. Your customers will thank you!

Keep Promises

If you promise to complete a job by a specific date, do so. If you offer a money-back guarantee, honor it. If you advertise a 24-hour response time, you’d better make sure you contact your customer within 24-hours. If you can’t keep your promises, it is better not to make them or at least be realistic with what your company’s capabilities are. When you make a promise to customers will hold you to it.

Say Hello

When a customer walks into your business, show them they matter. A smile and a friendly hello tell the customer he or she is important. Even if you are busy with other customers, acknowledge each customer who walks into your store or who is in line at your counter. A simple, I’ll be with you in a minute, goes a long way towards building good will. And good will is the basis of strong business relationships that stand the test of time.