How to Use Customer Service as a Branding Tool

In his new book, “The Brand Who Cried Wolf: Deliver on Your Company’s Promise and Create Customers for Life” (Wiley, April $24.95), author Scott Deming outlines several ways to effectively brand your business through customer service. Here are a few of his tips.

1. Deliver on your promises. When individuals and your company fail to deliver on your brand promises, you won’t create or maintain uniqueness in your brand categories, Deming says. It causes a lack of brand loyalty among customers, making them just more likely to go for someone else’s product over yours. Conversely, if a company over-delivers on its promises, it’s able to create a feeling of belonging, culture and family.