How reception staff can uphold and promote company branding

Often the first point of contact for walk in clients, reception staff play a critical role in promoting company branding. We have created some tips on how reception staff can promote company branding and increase customer trust and loyalty.


  1. Consistent brand representation
  • Objective: Ensure reception staff consistently represent the brand in their appearance, behaviour, and communication.
  • Set brand values: Create policies about dress code, behaviour and ensure staff understand them. This can be done with a PES system (policy enforcement software).


  • Dress code: Adhere to a professional dress code that reflects the brand’s image. If the company has branded uniforms or accessories, reception staff should wear them neatly and proudly.
  • Behave professionally: Behaviour needs to align with the brand’s values. For example, if the brand values friendliness, staff should be warm and welcoming. Speak well of the company to other staff, and to family members
  • Communication style: Always be professional, keep a low tone of voice. Don’t raise a voice to the customer, however being firm about company policies is important. Keep a friendly tone. Avoid socialising with other staff when there is a client in the store, follow an organised procedure
  • Try to solve issues quickly and effectively. Double check work, and make sure all the client queries are addressed

2. Welcoming environment


  • Objective: Create an environment that embodies the brand’s values and aesthetics.
  • Reception area design: Ensure the reception area is clean, tidy, well-organized, and decorated in line with the brand’s colour palette and style. This could include branded signage, company logos, and marketing materials.
  • First Impressions: Greet clients with a smile and a friendly demeanor. Make them feel valued and welcomed from the moment they enter.

3. Knowledge and information increases branding and loyalty


  • Company Overview: Reception staff should have a good understanding of the company’s history, mission, and core values. This enables them to answer basic questions confidently. An online induction program enables the staff to understand company values.
  • Product/Service knowledge: They should be familiar with the company’s products or services to provide accurate information and direct clients to the right departments or personnel. Online product software enables the staff to search products and give specs and contracts for the products.
  • Training: Regular training sessions should be held to keep reception staff updated on new products, services, and any changes within the company. Online training software means your staff can keep up to date with what is expected, update their skill levels and track courses done. Staff can do the courses while working. Online assessments can ensure staff consolidate their learning.

4. Positive customer interaction promotes company branding


  • Personalized greetings: Use clients’ names when possible and appropriate. This personal touch can make clients feel special and acknowledged.
  • Active listening: Pay close attention to clients’ needs and concerns. Demonstrate understanding and empathy.
  • Record client interactions: Record what the clients is looking for, and especially follow-up tasks to encourage continuity with the client
  • Efficient service: Handle requests and inquiries promptly and efficiently. If there is a delay, keep the client informed and offer them refreshments or reading materials while they wait.

5. Brand advocacy in reception


  • Positive attitude: Maintain a positive attitude and enthusiasm for the company. Enthusiasm is contagious and can enhance clients’ perceptions of the company.
  • Feedback collection: Encourage clients to provide feedback about their experience. This shows that the company values their opinions and is committed to improvement.
  • Promotional materials: Provide clients with branded materials such as brochures, business cards, or promotional items that they can take with them.

6. Promote the company’s brand when handling difficult situations


  • Stay calm and professional: In challenging situations, remain calm and composed. Listen to the client’s concerns and address them with empathy and understanding.
  • Problem-solving: Be proactive in finding solutions or directing the client to someone who can assist them further. Ensure that the client feels their issue is being taken seriously.
  • Follow-up: If a resolution cannot be provided immediately, assure the client that you will follow up with them and then do so in a timely manner.