Ihad a discussion with a friend a few years ago concerning a repeated problem with my car. My friend said, “Don’t waste time and money — go directly to Babo, who runs a small workshop in an alley, using quite primitive tools.” After my first visit to that workshop, the problem disappeared. The cost was much less than I would have been charged in other workshops. Many people have their hair cut not only in the same salon, but by the same barber. They follow that barber, even when he transfers to another salon. Some friends of mine go without cutting their hair for months because their favorite barber is on vacation. Having a haircut by the same barber may seem trivial to some, but it means a lot to others. An old friend was always nominated to deliver presentations to the corporate management in his company, even though he was less senior than many other of his colleagues. My friend has become a default choice. What makes these people stand out from others who work in the same field? Why do we, as customers, target specific people? Often, it’s because of our own personal experience of those people; other times, it’s because we’ve been told about them. We realize that what we get is unlike anything others provide and is well above “standard” service. In other words, extra efforts and superior service do not go unnoticed. In fact, they often return increased opportunities for the provider. Branding is not only limited to organizations, but individuals can also make their name synonymous with excellence. Becoming a first choice requires hard work, practice, dedication, and seizing opportunities — and going the extra mile to serve all customers. Many of us have common characteristics and skills, but the level of our performance depends to a large extent on how these skills are developed and refined — and also on our attitude. Gaining customers’ loyalty requires patience, and extra efforts to not only meet, but exceed, expectations. Your Voice reflects the thoughts and opinions of the writer and not necessarily those of the publication.