How to Use Customer Service as a Branding Tool

5. Be genuine and true to your brand. Develop an authentic, sincere brand. You don’t want your customers to feel like they’re being “sold” based on a false business persona. “When you are sincere about trying to understand your customers’ needs, desires and what they’d truly love from you, a genuine connection is made that is the foundation of trust between you and your customers,” Deming says. “And customers who trust a business keep coming back to that business over and over again.”