The lifetime value of a client for a professional services firm can be considerable. It's also a basic business truth that it's less costly to keep an existing client than it is to find a new one. To achieve the greatest long-term value from your clients, it's necessary to build up sufficient customer loyalty to ensure the client will stay with you for as long as possible.

Do not fall into the trap of the rather pervasive belief that a firm’s logo constitutes its brand. While the logo and overall aesthetic image are parts of the brand, it’s really the client experience and associations people draw from that experience that mold and shape a brand most. These touch points are the foundation for good engagement marketing.