The lifetime value of a client for a professional services firm can be considerable. It's also an essential business truth that keeping an existing client is less costly than finding a new one. To achieve the most significant long-term value from your clients, it's never an effective client retention essay 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 the client experience and associations people draw from that experience that mold and shape a brand the most. These touch points are the foundation for good engagement marketing.