How to Use Customer Service as a Branding Tool

2. Understand your power of influence. Your actions can create a ripple effect with your customers. Focus on actions that show you acknowledge and understand their needs. This helps produce a brand that’s promise creates a far-reaching, positive ripple effect and positive word of mouth circulates. Realize that this works both ways, Deming cautions. Breaking your brand promise creates unhappy customers, who’ll quickly spread the word about poor service.