Attention is a fundamental human need. The secret to good branding is the attention and value it places on the person who interacts with your company. It's not just about logos, pretty fonts or letterpressed business cards. It's not about your call being important to us, it's about YOU being important to us. It's about treating the person who comes in contact with you with respect, at every level or touch point, be it through email, phone calls, websites, blogs, social media platforms, printed collateral, etc.
Even with the best intentions, all of us miss the mark with this now and then, but our goal should be to consistently be better at valuing others as important.