Seller Handbook

Advice and inspiration for successfully running your Etsy shop

Seller Handbook

Communicating Your Brand Through Customer Service

Learn how to highlight your brand’s personality across a variety of touchpoints, including one-to-one conversations, policies, and FAQs.

By Etsy Staff Jun 10, 2018
Photo by typealive

The voice, tone, and values you apply in your communications bring the personality of your small business to life. Maintaining consistency and care across channels is key to ensuring a clear, positive impression of your brand shines through—regardless of how or where people are coming into contact with your shop.

Customer service interactions are a prime opportunity to express your brand promise and hone your communication style. Keep in mind that the broader umbrella of customer service encompasses a variety of touchpoints, including one-to-one conversations, policies, and FAQs. With the unique needs and challenges of your target market in mind, consider how you’re reflecting your brand promise across the following points of contact.

Maximize one-to-one moments

Direct messages are one of the most immediate and personal touchpoints of your brand. Whether you’re responding to a product inquiry, answering a press request, or addressing a customer concern, quick response times and an empathetic, values-aligned approach will leave a lasting impression. Positive one-to-one interactions can turn an everyday shopper into a proud brand evangelist.

Creating prepared responses for Conversations and emails helps maintain consistent language across exchanges. While it’s important to personalize each message you send, take advantage of the saved snippets tool to keep frequently used responses on file. Providing exemplary customer service is also a great way to earn reviews, which buyers perceive as an indicator of a brand’s trustworthiness. Read How to Get Great Reviews for more ideas.

Perfect your policies

Up-to-date shop policies help set realistic expectations for buyers and protect the integrity of your business by clarifying your shipping times, outlining your payment options, and more. As you craft your policies, think about how your brand values will be reflected in a shopper’s experience. Taking time early on to outline these core business tenets will provide a reference point for future communications, and serves as a practical application of your brand promise. To learn more, see Setting Up Etsy Shop Policies.

Demonstrate expertise with FAQs

Developing a frequently asked questions (FAQ) section shows a deeper understanding of your target market and strengthens the legitimacy of your brand. Consider what information is relevant to your audience before, during, and after making a purchase. Common FAQs address the nuances of things like custom orders, item care, and sizing. In addition to demonstrating your expertise as a business owner, you’ll also save time by preemptively addressing shopper’s questions and concerns.

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