In terms of building a brand, there are a few things that some companies can manage to fake. You can get by for a while on faking your personality, history, and even past experience. Of course, this will eventually catch u to you and if you ever expect your company to become reputable and respected, you should never fake anything.

The one thing you will never be able to fake is quality. The quality of your product or service is paramount to your success, no matter what your brand is—from bank to bakery, the quality of your brand will make our break you.

For that reason, there are a few staples of quality assurance that you can take to ensure that your brand is supported by quality products or services.

Focus on Value: Always remember that it’s not just what you are providing that will be judged by your customers—your identity and reputation are also on the line. That’s why it’s crucial that your services are seen as valuable to your customers and to the public in general. Offer value in every possible way: the product or service itself, conversations with the customer, and even the value in future transactions. Always have the customer thinking that your brand is so valuable that it would do them well to come back to you for similar needs in the future.

Change for the Right Reasons: Any changes you make to improve the quality of your brand are typically a good idea. However, you have to make sure that such changes also have a direct benefit to your customers. You can make changes that improve production time or workflow, but if there are no additional benefits for the customer, it’s a wasted change. Any changes you make within your company that don’t affect the customer essentially don’t matter.

How Customers View Quality: You need to have a clear understanding of how you customers perceive quality. There’s a good chance that your customers are basing their idea of quality on a limited few factors. If you can figure out what these factors are and work towards improving them, you’ll be on the right track.

Remember…Quality, like beauty, is in the eye of the beholder. It is ultimately your customer’s view of quality that matters in the end—not yours. If you can find the balance between making internal improvements and continually meeting the evolving needs of the customers, you will begin to see improvements in the quality of your brand.