In defining good branding, it is helpful to remember that brands often earn their reputation in the same way that individual people do. When someone meets a person for the first time, he or she immediately forms a “first impression” from what the person says or how the person appears. As he or she gets to know the person better, more opinions will be formed based on the conversations they have or the way the person behaves.
Likewise, the way the public perceives a brand will come from both how the brand promotes itself and how it carries out responsibilities and interacts with the public. Just as people tend to gravitate towards individuals who are responsible and caring, there is something very attractive about a company that works hard to provide excellent service and that values those it serves. Always treat customers the way you would want to be treated—and strive to exceed their expectations. Offer customer appreciation promotions. Give customers the opportunity to give feedback on your service, and address any problems they may have promptly and professionally. Promote different charities on your website, or support local causes through fundraising events. Think of some of your favorite companies and the images you have of them in your mind. Has the way they treat their customers played any role in why you respect them as much as you do today?