Most businesses focus on branding to an external audience. The brand strategy includes the all the elements of your business that you want to resonate with your potential customers or clients. From your name to your promises to your position in the marketplace, your brand is a reflection of your business. Continuity, consistency and clarity are essential.  

Be authentic: The brand culture is derived from the top down. It must be pervasive throughout the organization. Culture is like tradition-you don’t want to mess with it. If you have a philosophy, traits and talents that are valued by employees and customers, leverage these in all your communication. People, results and culture are stronger selling points than price and variety (particularly when the playing field is fairly level). 

Be strong: Confidence is powerful in your business and the culture you create. Wishy-washy actions dilute your approach and create confusion. Take a stand and stick with your strategy. Your clients will expect that stellar level of confidence with every project and every bit of advice.   

Finding the fit: One size does not fit all clients. Some clients prefer whiz bang and others prefer a more traditional approach. Your culture (evident through your employees) needs to be reflected in your approach to working with clients. You cannot be something you are not; find the clients who value your culture. 

A larger brand community: Your brand community includes values, insights, feedback, recognition and results. Share your successes, observe client reactions and listen carefully to their feedback about whether that is something they value too. 

Now more than ever the concept of keeping existing customers happy is important. Although some customers may be buying less or using fewer of your services, it is good for both of you to have each other. 

Research indicates that it can cost you eight times as much to gain a new unknown client as it does to keep your existing or gain newly referred clients.

Now is the perfect time to create a plan to keep your clients close to you. 

Identify key clients who provide you with 1) the largest portion of your revenue 2) are growing or diversifying 3) value your expertise 4) are fun to work with.

Earmark resources to work with these clients. Your firm needs to have a “client retention specialist” whose job is to make sure that your clients know how much you value them and to make sure you are delivering beyond expectations. Customers that know you appreciate them will pay more for your product or service and they will remain loyal. Caution: don’t try to upsell; just be fabulous and make your client’s success the priority.

Connect with clients and have some fun. All work and no play makes it all a grind. Clients want to work with people who enjoy what they do. Have fun and be positive. Your clients will love you for it and you will be seen as the person who has the dream job!

It just makes sense!

Businesses that leverage the five senses have an edge. Savvy marketers will feed you their brand through your senses (and we’re not just talking about restaurants). We all have a dominant sense; A friend of mine is most influenced by smell. Every time she drives past a bread outlet, even if she doesn't need any bread products, she'll involuntarily pull in and buy something … anything! Likewise, if she smells rotten anything I’m gone for good! 

Sight: Invite customers to take their time absorbing the environment with colorful and pleasing visuals and a welcoming ambiance. Eye catching displays and lighting can make an great impression. If an online visual is compelling enough, your visitor should almost be able to smell it (smell-o-vision)

Smell: Pleasant aromas draw people closer. The smell(s) associated with your business should be interesting and exceed expectations, but never stop your customer dead in their tracks 

Taste: Sometimes you can taste something from a smell (smell often enhances taste) but nothing can match the savoring sensation of a well tasted item. From chocolate to flavored lip balm to a perfectly prepared meal, a tasty morsel brings personal, and often intimate, delight to the recipient  

Sound: Music, water, traffic or conversational noise can be the difference between a hit and run customer and one who lingers, touches, smells and contemplates more, more, more! 

Touch: Very few places forbid touching. If you want someone to buy it, taste it or simply try it, let them touch the merchandise. Of course noses to glass is always a challenge to clean up after!

Hire a professional to package it all up for your business and your customers. Leverage the senses in all your marketing material and deliver on the promise. Caution: be prepared to be overwhelmed by the results!