"I love your brand." 

Those words are earned, by providing excellence over an extended period of time.

Brand storytelling is not just about a logo, color scheme, or slogan, but rather the values and the spirit that the brand embodies in the tough moments. In the moments when things go sideways. 

The best way to build a lovable brand happens when a customer approaches, dissatisfied.

The goal isn't just to resolve complaints. 

It's about showcasing a brand's commitment to excellence, even in the moments of failure and criticism. That sounds fluffy, but being extreme in customer satisfaction pays dividends. 

If you look at our reviews, there are very few to no negative ones. Why? It's not because they haven't been submitted. We've had our black eyes and mistakes over the years -- but every time we do, we make it right.

Doing this, consistently, will echo far beyond any single customer interaction. It’s something that small businesses are uniquely qualified to do.

PS: It’s also judged by the weakest team member's ability (not the strongest).

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Follow Pete on X here: @peteyboardman