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Best practices

How branding boosts customer loyalty

A business is an extension of human talent and innovation and has a personality that is distinctive and authentic. As our singularity shows through our face, dress and attitude – a company’s identity shows through its brand. The more you invest in your customer’s brand experience, the more hearts it will help you win.

From your client’s perspective, the support center is an integral part of your identity which is why you want to maintain a seamless brand experience. Having your brand logo, fonts, and colors extend to your support site will maintain your brand’s unique message and quality as you communicate and engage with your customers when they seek help.

Having a seamless brand experience is valuable for both existing and future customers. Your knowledge base is made up of rich content which organically improves SEO and yields links back from search engines. New potential customers are likely to see your support center even before they see your corporate website or even know who you are. If you sell consumer products, for example, you may want to refer back to your product page. As for existing customers, your support center is where your customers come to you when they need assistance, is there a better place to make a good impression?

Brand, however, is much more than logo and colors - it is a complete experience. More than it shines through the face and dress of your site, your brand is manifested in your attitude when planning your user’s experience. For example, you build your customer’s trust in your brand with a well-planned navigation that reinforces a logical content hierarchy, so they quickly find what they’re looking for. Sometimes all you’ll need is a video or a set of images that will do the trick.

Here are a couple of examples of companies who customized their support center in order to create a smooth self-service experience for their customers using video (a great way to engage customers in your brand), navigation by product (efficient navigation) and internal article headline navigation (helping the user find content quickly).

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Another way you can deepen your brand experience is by creating a community where your customers can help each other and themselves find answers. Reduce support cost by encouraging your customers to share information, and collaborate with people outside your company. Extend even further by utilizing the power of social media and create links to your social spaces where your reach is unlimited. Desk support center makes it easy for you to manage social engagement all in one place; by customizing it, you make it your own.

Here are three examples of support center customization suited for different types of industries. Notice how the second template has an up-sale sidebar displaying popular products:

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(designed by

Providing a seamless brand experience also means smooth UX. With the growing mobile and tablet market it is no longer enough to look good on desktop. Having a responsive design that allows your site to reshape to different device sizes substantially optimizes usability, and improves productivity on the go, where many customers and agents seek support. When your content is not rendered properly, the user may lose trust in your product and brand altogether. Finally, a clean, specious, and flat design is the upcoming trend and another way to communicate a modern and up-to-date persona.

In conclusion, think of your support center - not only as necessity, but as an opportunity to grow your business and continue to engage with your customers. Branding is much more than visual identity. You can customize your support center to suit your customers’ needs with smart navigation, community building and seamless design. People don’t make up stories about your business, it is you who create them and influence how you’ll be perceived.

Investing in the brand experience of your support center will not only reduce your support cost, but will win you a priceless advantage—continuous customer loyalty.


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