When branding a company, it is important to understand existing clients and new clients have different needs. This means the client has a different relationship with your brand. Therefore it is essential to relate to these different clients needs separately.

What do I mean by that? In a nutshell never be complacent. You may have an existing client base but it doesn’t mean they will be hooked to your brand forever. Clients are fickle, and if the company down the road offers better terms they will go to him. Customer loyalty is not what it used to be, clients these days expect more.

A Road Map to Branding a Company

It’s a tough world with tough marketing practices. You’ll need to work hard at keeping your clients happy and content. It is essential to deliver on time, answer customer concerns speedily and give your customer the best client experience possible.

Your client comes to you and not somebody else because you’re doing something right. You can never stop improving on a good service. You have their loyalty, now it is important to work on that base and keep those clients coming back for more.

An entirely different approach is essential when it comes to a new client. A new client is even more demanding. It is important to understand what is required to make a casual or curious client into a loyal client that offers a steady flow of repeat business. New clients are very fussy and offer no allegiance to anybody.

Clients are looking for competitive prices and the very best services they can get for their money. They are in the market place because they have new needs, or dissatisfied with a rival company. If you want this curious one off customer to be lured into your client base on a regular basis. It will require mobilizing your entire workforce. Everything from the secretary down to the guy in the dispatch room.

When branding a company you should treat your new customer like a demanding baby. Fuss over him. The customer is always right, remember? A very true adage so many business forget. The new customer needs to know when he picks up the phone, you’re there to listen to his needs. The client needs to be reassured you understand his requirements exactly. He wants to know your product has the finest quality you can offer at the price.

The client also needs to know you can honor your delivery time table. If you want to keep your customer, it is no good getting products to him late. Lastly, the client is more likely to return to you for more, if you have an excellent after sales service. After sales should never be scrimped on, because this could make all the difference between a loyal customer and a one off sale.

To recap, when branding a company, you can never be complacent. Your existing client base deserves the very best quality and after sales possible. New customers need that little extra attention to detail to ensure they come back for more.

Keep the company dynamic, if you are losing your customer base and new clients aren’t staying, you need to know why, and be ready to change your business model to suit. A business that doesn’t understand diversity, is a business that may not survive.