Your brand. Simply put, it’s a promise; a representation of your company, product or service customers identify immediately. It’s also what separates you from the competition, and after countless hours of research, you’re finally ready to reveal your baby to the world. You’ve made sure you thought of everything. From the perfect color palette section to your typography, logo, and checking to see if your social media handles are available. You are well on your way to becoming the CEO of your dreams.

But if you want to understand the single most important and often overlooked aspect of branding, keep reading.

A brand should be unforgettable, deliberate, and visible. It should boldly convey who you are and show potential customers what they can expect from you and your business. But none of this matters without a great customer service experience.

Customer service is your brand’s way of showing how much you value your customers. Being available to respond quickly and anticipate their needs is the cornerstone to having a successful business.

With over a decade of handling customer service related issues and helping small businesses differentiate their brand by improving their customer service experience, I’ve come to understand today’s customers—especially the millennial generation—want authenticity.

Today’s consumers are savvy and well informed. While searching for a service or product, they expect entrepreneurs to be prompt, professional, and courtesy, but if your delivery isn’t genuine, you will not connect with today’s customer. A robotic or cookie-cutter experience will cause the customer to look elsewhere.

You grow your brand by connection.

Small business owners have the advantage of reaching their customers on a more intimate level. So, while some scripting may be useful for an initial email response or phone greeting, take advantage of your ability to personalize your communication. Create a conversational style that allows customers to believe in you and your brand.

Remember, there are hundreds of companies that offer the same service or product as you. Establish your brand above the competition by providing a unique and memorable experience through excellent customer service.