Your brand is kind of a love letter to your customers. It’s how you introduce yourself, declare your feelings, and promise to always be there for them. Once they experience it, you hope customers want to “go steady” with your small business. So market happily ever after with these tips to emotionally connect with your customers by building your brand promise.

Define Your Brand Promise to Build Customer Relationships

A logo is part of your brand but there are many other ways you express your promise. It’s in the way you answer your phone, what colors you use on your website, or in the kinds of products and services you provide. Together, these things create an image of how customers see (and feel) your business. It also lets them know how you’re different from other businesses.

For example, Starbucks’s promise is to “inspire and nurture the human spirit—one person, one cup, one neighborhood at a time.” And customers don’t get that from just a cup of coffee (however great it may be). It’s manifested in their HR practices, their commitment to their growers, and the selection of healthy menu items they offer.

Tips to Build a Strong Promise

Here are some guidelines to build heartfelt customer relationships using your brand:

Win over the hearts of your customers by building a strong brand promise. Start with these tips to emotionally connect with them, and then apply the promise to all aspects of your small business.