The loves of our branded lives...

Some people are quite open about it. Some shout it from the rooftops. Some deny it and remain in the closet. But, I know that everyone has a brand they love, and what fascinates me most is the reasons why. Is it the product? Is it the Service? Is it the way they make you feel? We all have our reasons. 

With this in mind and with Valentine’s Day fast approaching I decided to ask the Truth team which brands they are feeling the love for this year. Here is what they said.

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Darren loves Tesla

I am a sucker for the next big thing, and particularly products or brands that utilise smart design and technology to enhance our lives. 

Tesla CEO Elon Musk’s goal is to ‘change the world and make the future better for all humanity’. This sounds like a bold claim, but Tesla are an innovations company, and they are really doing it. 

What I really really love is about Tesla is they are giving away their hard earned electric car patents for free as open source, allowing their ‘competitors’ to benefit from their advancements and accelerate the advent of sustainable transportation. This selfless and counterintuitive act of open collaboration will allow a leap in technology that will potentially solve the world's energy crisis. In 2015, Tesla Energy announced a suite of batteries for homes called Powerwall that store electricity for domestic consumption and backup power. 

Elon Musk is also the CEO of other innovation companies like SpaceX and Hyperloop, Founder of PayPal, and he is pioneering solar technology with SolarCity. 

Tesla cars are a bit out of my price range (for now at least), but when they’re not, I’m in.

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Jo loves Illy

Ground Espresso Roast Coffee. The can-opening-whoosh, the scent of roasted coffee aromas, the freshness… For coffee-lovers the world over, Illy gives you a little-smidgen of barista in the comfort of your own home. I would (in typical style) say that the brand is critical, but the packaging is more so. What Illy has done, is use its take on protecting the coffee’s vital aromas through a pressurised tin. Yes, there’s a very strong argument that almost seven quid for a can of coffee is a little indulgent, but for me? It’s worth… Every. Penny. There’s a controlled branded experience here – like no other, and that’s what makes me swoon.

Packaging-gush over, and add the GAGGIA machine, the Illy-branded espresso cup and the finished crema to boot, and my valentine really is coffee like an Italian would. Oh, and not forgetting the all important brand red. The colour of success. Italian style.

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Chris loves Air bnb

For me this brand showcases how great and methodical design can elevate a company. Transforming what used to be (at least in my opinion) a pokey way to find a bnb – something of a last resort – into a household name to discover rare travel gems.

For me the worst element of travelling is finding a destination, it can be a monotonous trawl through web pages leading to an overly complex booking process, what I love about this brand is that it has taken what was an arduous process and through great design transformed it into a service that not only delivers but also inspires, quickly tapping me into new locations to discover and then delivering a simple journey through to purchase.

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Ant Loves Channel 4 

4creative in collaboration with DBLG, SQUA, Brody Associates and Jonathan Glazer recently served us up a new identity on air package for Channel 4. From the simplified iconic logo, controversial Horseferry typeface to the clever deconstructed logo pieces that captivate as they bounce around the screen, this will and has split opinion. What it does do though is reaffirm Channel 4's continual position the innovative and experimental channel.

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Rosie loves Les Mills

Les Mills is an international provider of group fitness classes that are distributed to health clubs and gyms, including Lifestyle Fitness Manchester – my local gym. 

Throughout my adult life (which isn’t long) I have been to a variety of gym classes with varying levels of enjoyment. However, I have been an active member of the Les Mills programmes for over two years, helping to improve my fitness and gain strength. 

Unlike most, these classes are very short (30—45 mins) but consist of highly intense and specialist workouts. My favourite being BODYPUMP and HIIT (High Intensity Interval Training). 

I love this brand because it does a simple job extremely well. Exercise classes are not new but LES MILLS has brought something new to the world of fitness, allowing me to train in a short space of time.

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Ruth loves Green & Blacks

Working in an office full of sweet tooths, it seems obvious to turn my mind to confectionary when nominating a brand that I love. The sheer variety of sugary snacks that come through our door at Truth could make for a not-so-short 'short list' of amazing confectionary brands but for me there is one that really stands out, one that through its brand positioning has created the ultimate in sweet treats – a guilty pleasure without the guilt.

Beginning its life as Britain’s first winners of the fair-trade mark, Green & Blacks set its stall out from the off with its ethical stance and this really makes me admire their brand. Even the environmental origins of their chosen name ‘Green’ win my heart and as a huge advocate of substantiated CSR policies (and as a consumer of vast quantities of chocolate and coffee) I find myself drawn to brands that trade fairly on commodities grown in developing countries. Of course, it would be naive of me to expect that CSR should be more important to a business than its bottom line but Green & Blacks are a fine example of how CSR should be engrained in a brand right from the start.

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Helen loves Sofar Sounds

In a world where mainstream music rules, Sofar offers a welcome reprieve from the commercial sound we’ve become accustomed to. The basic premise of the business is to offer up and coming artists an intimate platform in which to showcase their music. ‘Intimate?’, I hear you ask. ‘How?’ Sofar is on a mission to bring us closer to live music around the world in a very unique way. The business calls on like-minded music lovers to host gigs in their homes, on their rooftops, or wherever else they see fit, in a revolutionising musical venture. The location of the gig is kept secret until 2 days before the event. The talent is promising. And it’s BYOB. What’s not to love?! 

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Richard loves Levi’s

I recently went through a traumatic experience and one I wouldn’t wish upon anyone… buying a new pair of jeans. An impossible, joyless task and one I had continually put off. Eventually, with my old reliables unravelling, I plucked up the courage and headed into town. I hadn’t been shopping for a while and had forgotten that the majority of high street stores are awful places. Terrible music being blared out in an under lit, over heated changing room. The staff were miserable, I was miserable and I wasn’t having a good time.

But when I thought all hope was lost, I stumbled into the Levi’s shop. I don’t know what led me to those hallowed gates; I’d never owned a pair of Levi’s before or had any previous with them. Whatever the reasons were I’m glad I did. As soon as I walked in, I knew I was in the right place. The relaxed atmosphere, the genuinely helpful staff, the quality of the products; everything felt premium. It was actually enjoyable and within a few minutes I wanted them to take my money. (They didn’t even have my size in stock, instead tailored a larger pair to my size. In store. All within an hour!) I only needed one pair of jeans but came out with two, blowing my budget out the water…

Basically, to sum up, if a customer has a good experience with a brand, they’ll love them, they’ll shout about them and ultimately, they’ll spend more. From having no real connection with Levi’s, I became an advocate and I’m looking forward to the next time I need to buy jeans

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Jack loves Tinder

I fully appreciate the ironic notion that this conjures up in a blog looking at brands the team love in the run up to Valentine’s Day… I stagger in, eyes squinting at my phone, dating app open and a thumb that’s gained a repetitive strain injury. However, I love Tinder.

Here’s why. I refused to join this app for a very long time and I only recently converted. I’ve come to realise that it’s a great way of meeting new people, especially working in a profession that can be particularly hectic at times. It’s also a more socially acceptable way of meeting new people (who knew simply talking to someone face to face by way of introduction wasn’t?) 

I haven’t tried any of the competitor apps, happn particularly freaks me out due to the potential for stalkers (cue the ‘you should be so lucky’ line) but Tinder’s original dating app status and the recent updates which allow you to communicate with GIF’s mean that I probably won’t stray. I love a good GIF.

What else do I love? It’s simplicity, ease of use and speed. It’s damn efficient as well and y’know; ‘time is money’ and all that. Only down side is probably the increase in spend on social activities and dates as a result. Perhaps in this way it’s a love/hate relationship with the brand.

Looking at the bigger picture; 9 million matches worldwide, examples of marriage and some general fun and tom foolery for many, what’s really not to love about this little app?  

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Jas loves Inner City Music

Whether it’s jazz, funk, reggae or electro, music is a universal language that’s celebrated from every corner of the globe. Performance is a fine art, and nothing can compare to raw talent.

This is what Manchester’s Inner City Music brings to the cultural table. The non-profit organisation heads up a variety of eclectic musical events throughout the north, and is the backbone of the Northern Quarter’s legendary Band on the Wall venue.

Whilst I love nothing more than to ‘Keep it Unreal’ at Mr Scruff's Swan Street residency, I can’t help but admire the charity’s wider goal of nurturing emerging talent. Working within the community and at local schools, the charity’s dedication to budding musicians is evident through its exciting education programme, which features some of the regions most talented tutors. 

The venue itself is a notable part of the city’s history and, judging by its work within the local community, Inner City Music will continue to play a huge role in Manchester’s notorious music scene.

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Lisa loves Head Over Heels

As a mum to a very energetic toddler, finding an environment / experience that entertains both me and son is like stumbling upon gold dust. My beautiful boy likes chasing after footballs in the pouring rain or climbing up and down colourful foam-stuffed-plastic in a cold and soulless warehouse. Meanwhile, I like cocktail bars, spa days and watching / playing tennis – and for some reason, my little cherub isn’t a fan of any of those. I know, I can’t believe it either!

That is why I am such a huge fan of Head Over Heels Play Centres. They have got the brand experience bob on – for both children and parents. The play areas are interesting, interactive, bouncy - everything my son loves. Whilst also being absolutely spotless and in pristine condition - everything I am reassured by as a (sometimes) anxious parent. They are also warm and cosy, well decorated AND they serve really high quality food and drinks. And by food, I mean well balanced, nutritious meals for my son. And by food, I mean mouth watering, delicious cakes for mummy. 

Furthermore, the staff are very friendly and clearly love children, taking time to interact with them even if it’s not specifically their job. They are also very security conscious. You practically have to take a DNA test to prove your child belongs to you before they let you out the building. 

I’m not a huge fan of the brand mark but the brand values are evidently clear through all the customer touch points and very engaging. It’s impressive. I actually think I’d live there if I could. 

So unless anyone creates a venue that hosts high profile tennis matches that you can watch whilst eating a muffin, drinking a margarita and having a back, neck and shoulder massage, whilst also meeting all my son’s expectations - you'll find me at Head Over Heels

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Terry loves BBC FOUR

BBC FOUR for me for the Friday night music programmes, great variety, looking into all areas.

Taking on a particular music style of a band or individual in a particular era, 60s 70s 80s, usually unseen footage with the story of their rise and inevitable fall. in a documentary style followed usually by a concert performance of the band, very nostalgic and great viewing… and listening.

Always leaving me saying…I didn’t think it was that long ago!

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What brand has caught your eye this year, let us know?

The importance of thought leadership?

The importance of thought leadership?

A thought leader is an individual or firm recognised as an informed opinion leader, and the ‘go-to’ person in their field of expertise. They are not only the trusted sources that move and inspire others; they turn ideas into reality and know how to replicate success.

In the context of brand strategy, this is an incredibly powerful tool. Once the solid industry term of corporate PR: today’s multi-channel opportunities enable any brand to drive end-user and consumer engagement through challenging the equilibrium.

For any brand to harness the power of thought leadership it must run deeper than a press release or social media campaign. It must be an integral culture of a business. Why? Because the competitive advantage most brands are vying for is not easy to achieve in an ever-changing, sceptical world. Nor should it be. True thought leadership must breed innovation from the foundations of a business and the collective individuals who make it happen. Only then can a business project its thought leadership to a wider, external audience.

Great thought leadership challenges the norm; it doesn’t simply provide commentary. It is driven from the individuals behind a brand who ask why? Or, what if? And, more often than not thought leaders, who inspire an organisation, aren’t necessarily the right people to communicate it, internally or externally.

So how can a brand truly harness thought leadership?

A brand can really engage its users by embracing a differentiated brand proposition, enabling the business individuals to live it in everything they do. This breeds innovation, new product development and above all, brand advocacy through distinctive, campaign-able conversations.

The best way to understand this is to cite the brands that do this well.

First up, the obvious one. Apple Inc.

You might argue some of the thought leadership has waned since we lost the brilliance of Mr. Jobs. But my view is, he did more than enough to launch Apple into a position of thought leadership for years to come simply by breeding innovation throughout the veins of his business. The result? A plethora of brand advocates who genuinely love the familiarity they get from the intelligence of intuitive products from the very first time they pick them up, to the ‘nothing-is-too-much-trouble’ in-store experience.

Second, SAP. Yes – I’m being serious.

As a business software powerhouse that wants to show how your business can leverage the latest innovative technologies to solve problems, SAP is a thought leader in its own right. The content provided by SAP is about leading and helping, not simply selling. SAP is thinking of its brand as a media outlet producing content that is relevant to its target audience. It does this by establishing itself as a bright mind that can help your business solve problems. It also provides a great showcase for its internal leaders to position themselves as experts in their field. IBM’s alignment to implement its intelligent systems on the ground, is not without piggy-backing innovative thought leadership…

Third. It’s TED.

TED is a brand built on thought leadership. The nonprofit organization’s talks and conferences represent the world’s most relevant and influential thinkers, and the ideas distributed through videos and blog posts impact a widening range of industries and disciplines. 

The organization’s actual target audience is made up of individuals representing decision-makers in every aspect of business, education, technology and other industries. Now TED is branching out to create conferences centered on a range of subjects and locations; 2014’s TEDMED is serving as the brand’s first conference dedicated to one discipline. This is how TED is able to influence industries and audiences in ways that most brands only dream of.

A final thought…

All three of these brands operate as thought leaders by moving their audience in a very pertinent way. They engage, innovate and stretch once they’ve mastered what they’ve been doing thus far. Thought leadership isn’t commentary, and it isn’t PR – it is about communicating a brand’s ability to deliver results to help improve both lives and business.

Written by
Jo Scott
Managing Partner – Truth Design.

Brands as religion

Thou shalt worship false idols!

Many modern brands have become mini-religions or achieved cult status. Social media has allowed brands to offer themselves up to be worshipped.

Brands have followers, fan pages and every retweet effectively makes you a preacher for your brand of choice.The passing of the collection plate has been replaced by subscription fees, and baptism by loyalty schemes as brands encourage consumers to commit and to spread the gospel of their brand. 

Brand values have become the new commandments, the foundations every brand scribes to define their faith. A recognisable brand mark adds value to what you offer, it allows you to stand out from the crowd, and it can build relationships with your customers. But it doesn’t stop there, consuming a brand has become an experience, a lifestyle choice, a way of saying this is what I am all about, I believe in this.

Consumers tend to align themselves with like-minded brands. It says:
“Hey, I believe in what you’re doing, let’s do it together”.

Apple has achieved this by constant innovation and projecting an über cool attitude towards design innovation and customer service. They believe they can change the world, their believers think they can change the world, some believe they already have. As a result their customers are loyal and freely share their love for the brand, they are Apple ‘disciples’ if you like. They wear the brand like a badge of honour, with sense of pride and belonging.

This trust and loyalty allows Apple to drive the brand into new areas applying the same Brand philosophies as they go. The consumers now automatically believe their products WILL be better and WILL be cooler.

This blind devotion is THE ultimate in brand loyalty, it is the promised land.

Faith.

Like any religion, brands want people to have faith in what they have to offer. This faith leads consumers to have a life-long devotion to the quality of their brand. This leads to a sharing of beliefs and a growing following of devoted disciples.

Omnipresence.

The most successful brands try to be visible everywhere and to everyone. Many of the world’s most recognisable brands have achieved this. For example, the ‘Golden Arches’ of McDonald’s are arguably more widely recognised and prominent in modern society than many religious symbols.

Deities and Iconography.

Endorsements are big business, many icons of sport and entertainment align themselves with brands they believe in, or not. In fact, many of our modern ‘icons’ like Tiger Woods (fallen icon) and David Beckham have become global brands in their own right.

The Place of Worship.

You may have noticed that people still worship on the Sabbath day, just not in the same place anymore. The buildings still tend to be tall and instantly recognisable by the iconic signs and symbols. But, these temples are no longer made of grey stone and covered in crucifixes. They are the brightly coloured monolithic structures of B&Q and IKEA. These are now the weekend pilgrimage for many consumers.

Miracles.

Many technology brands perform what many would consider modern ‘miracles’.

When Sony launched the Walkman in 1979, people were able (for the first time) to carry music around in their hand. Many doubted it, but it changed the music industry and went on to become the biggest selling electronic consumer product in history. This made Sony a global super brand. Apple performed a similar miracle when the late Steve Jobs (God bless his soul) turned the muddied water that was portable music into the fine wine that is now iPod and iTunes.

A Sense of Community.

The unstoppable rise of social networks has seen brands like Facebook become the worlds fastest growing ‘religion’, it is the already the biggest and most diverse community on the planet, it transcends race, language and geography. It brings more people together more than any other faith. It is so high and mighty that even the biggest brands worship it, even to the extent where they display their faith proudly in the form of a LIKE button.

So if new ‘religions’ are merging, talking, sharing values and faiths, is the world heading towards one divine super religion called the internet?

To discover the secret to brand worship for your business, let Truth show you the way!

Written by
Darren Scott
Founder / Creative Director – Truth

Should Tesco rebrand?

On a recent car trip my six year old son, Dylan, recently pointed out to me that he recognised a Sainsbury’s store, ‘because Sainsbury’s is orange’. Being a brand whore this intrigued me and I decided to quiz him further on other brands, and more specifically supermarkets. What colour is Waitrose I asked? ‘Green daddy, dark green’, he replied.  ‘And Morrisons?’, ’Yellow daddy, and green too, but just a bit’, he replied. Asda? ‘Green’. Marks & Spencer? ‘Dark green as well, I know because grandma goes there’.

He adds that ’Netflix is red’ and that ‘Sky believe in better daddy!’. He also adds that ‘Ocado doesn’t have a colour, it has fruit’, (his knowledge of the Ocado brand is purely based on the vans that deliver to our home). Then I asked about Tesco, his reply? ‘I don’t know daddy, is it black?‘. Now, I know that I have taken him to a Tesco store on several occasions, but for some reason the branding had not registered with him. 

I know that six-year-olds are not the target demographic for Tesco, but I guess that they are not exactly top of the list for the other supermarket brands either. Maybe what the others have, is more brand presence or a better connection with consumers. Tesco is often criticised for being a faceless corporation, trying to take over the world, and as the second largest retailer in the world (based on revenue), you could easily argue they are. However, they are often accused (sometimes unfairly) of single-handedly destroying our high streets and squeezing the life out of our farming industry. For this reason alone they should be on the charm offensive, they should work extra hard on getting their personality right, and addressing the negativity through brand experience. Many of our other large supermarket chains are equally guilty of the same practises, but deflect it with brand experience, mask it with personality, and offset it with high profile CSR activity. 

Obviously a six year old is unaware of the negative (or positive) press a brand might receive and all that surrounds it. A six year old is free to simply judge branding at face value and purely as a cosmetic solution, which is fascinating. Sometimes we could all benefit from looking at the world through the eyes of a child – that simple clarity, free from the white noise of our busy lives and corporate spin voodoo. They don’t over think things, they just say it as they see it, and it is beautiful to witness.

So, is it the branding?

A company’s branding is not only the delivery mechanism for their personality, but also the cosmetic veneer that envelops the brand experience and the company’s culture. Tesco has several aspects to its brand that buck the trend of most supermarket branding rules. But are they really faceless? I would say no, but as the brand is so sterile it is borderline generic, and so their face is forgettable. Bland would be a more accurate description, over brand. Now, this may be a deliberate ploy, based on market research or focus groups, but Tesco do little (visually) to make you warm to them as a consumer. This is bad news when you consider that branding is usually an all important first impression a company has on a potential customer.

Feeling blue.

Tesco has traditionally always used red and blue on white as their brand colours. Patriotic as this is, it feels sterile and cold. The blue headlines on white feel corporate or medical, not enticing and welcoming. As a brand, it lacks the warmth of Sainsbury’s orange and the tradition and prestige of Waitrose green. In fact, all it communicates is blandness and almost a lack of effort to connect with customers in a meaningful way. A warmer colour would go a long way towards injecting passion and warmth into their frosty appearance, and maybe even make them more emotive and human in the eyes of potential customers.

The clothes that their words wear.

The expanded serif typeface is overly spiky and angular, it feels tired and dated (not traditional), more appropriate for the signage on a medieval castle carved into stone, rather than a family supermarket. The use of capitals is SHOUTY, and it doesn’t have the warmth and personality of many of the other supermarkets. Ironically the softer Clarendon typeface that Tesco traditionally used is now embraced by several supermarkets, mainly because it has personality and a certain bounciness to it, that softens the message it is communicating. Competitors like Sainsbury’s use serif typography but it is softer and more flowing with its rounded bowls and tapered serifs, the use of lowercase is more personable and friendly. Waitrose use an elegant and rounded sans-serif that feels minimal and elegant to underpin their premium positioning. That is why the choice of typeface is a key part of any branding project, it is the accent with which your words speak, and it speaks volumes about your brand.

Personality check.

Tesco lacks a face or a recognisable personality that we, as consumers, can associate with, and align ourselves to. Jamie Oliver made Sainsbury’s feel like a friendly, food-focussed company that had your best interests at heart. Jamie brought passion and creativity to their customer experience. Tesco would benefit from a shot in the arm of celebrity juice from an appropriate brand ambassador (think Jamie Oliver, not Kerry Katona). Aldi has developed a cult-like status by having great personality and a sense of humour that people warm to.

Obviously a company is much much more than simply how it looks. It is about culture, experience, product and most importantly people. I am not claiming that the negativity surrounding Tesco is because of their branding, far from it, but I don’t think the branding is doing enough to win customers over and shift the perception of the company. In summary, Tesco is getting a lot of little things wrong, adding up to a dysfunctional brand experience, which consumers are failing to connect with, other than simply convenience of location and price. As Tesco claim ‘Every little helps’ but in this case, every little hurts, particularly in the eyes of a six year old.

Written by
Darren Scott
Founder / Creative Director – Truth

The truth about brand identity

It amuses me (and baffles me) how little understanding so many people have about the role of designers and design agencies. I have been asked so many times – but what do you actually do? So I want to explain one of the most important ways in which design agencies support businesses – through growing and developing brand identity.

So what exactly is brand identity?

Your brand identity is how your company is seen and perceived by consumers and is what differentiates you from your competitors. People are often mistaken in thinking that a brand identity is only a company’s logo. Logos are so important, but there are many elements that make up a company’s identity. Including all of its communications to graphical elements and name. 

Like a person every brand has its own identity. A company’s personality, look and feel can have significant effect on its success. Your brand identity is what connects you to your consumers. Think about this – Why would you choose the more costly and well-known cornflakes brand over supermarkets own? That is Brand identity done well.

Stand out from the crowd.

A strong brand identity is unique, instantly recognisable, consistent and meaningful. A good brand will never go out of date. 

We all like to make good first impressions and this is no different for your brand. Your brand identity should draw in the viewer with its stylish design and pleasing aesthetics, creating a place for the brand in the viewer’s mind. What I’ve learnt is that even a small business can make a big first impression; a powerful identity can make a business seem much bigger than it is. Consequently, consumers are more likely to trust you and give you their business. 

A strong brand identity also creates loyalty. Loyal customers will continuously purchase products from their preferred brands, regardless of price. Ultimately brand loyalty leads to more consistent business, an increase in profits and ultimately a decrease in marketing costs.

“If you think it’s expensive to hire a professional, wait till you hire an amateur.”

A weak brand is inconsistent, unprofessional and fails to connect with consumers. You could have the best product in the world but it will go unnoticed if the right people don’t identify with it. 

I’ve found that businesses with weak brand identities have often decided not to invest in their brand, using amateur, poorly resourced in-house staff or ‘quick fix’ websites. Though these options are cheaper, they often produce a brand identity that is impersonal and badly designed. It can be very detrimental to the company’s reputation and long-term customer relationships and lead to spending more in the long term.

Get it right.

Design agencies are experts at taking the core values of your business and communicating them in the right way for you. Professional designers have years and years of combined experience and have dedicated their lives to creating brands that work. 

What’s just as important as having a stylish and unique design, is the processes that an agency will go through before pen has been put to paper. Truth will put time and effort in to knowing your business inside out and develop a strategic plan for your future. Taking the time to go through these tried-and-tested strategic processes combined with our experience makes for a powerful and successful combination!

Written by
Angela Burnell
Creative Artworker – Truth

Why is client servicing so integral to agencies?

There’s no denying the importance of the  your customer has. So as an agency that creates brands and the experience of them, our own customer know-how is paramount to any level of success.

Many agencies often miss the importance of client servicing, but to enable a high level of client retention, it must be an integrated aspect of any agency offer.

There are a number of key elements that help create a positive client experience with an agency, here’s a run down of my top five…

1. Relationship, Relationship, Relationship.

This doesn’t mean you need to invite a client to your wedding reception, but it does mean that you should nurture a client relationship. Take the time to make a call on Friday afternoon and wish them a good weekend, give empathy about their excessive workload and make genuine offers of how you can help them. Over time you’ll find common ground and turn the relationship into a lasting one.

2. Making Life Easier.

A good account handler will strive to make their client’s job easier. It’s how we add value, and it’s how a client can start to trust your capabilities over time. Never assume a client thinks you’re great without proving it. At higher client level this might be a great piece of insight, or thought provoking competitor activity. It might just be helping out with pulling information together or reporting on levels of activity. It should be relevant and timely, and ultimately make your client’s life that little bit easier.

3. Managing Expectation.

Valuing a client is critical to their perception of you and your agency. If you commit to a deadline then stick to it. Remember that if you’ve promised a client they will have something, they may well have promised it to someone else; so if you can’t deliver it on time (and it must be a good reason) then manage the expectation and give the client plenty of notice. More often than not, clients will accept the delay if they are presented with a contingency at the same time. It shows that you and your agency have done everything possible to get the job done and this shows commitment to the relationship.

4. Show Genuine Interest.

Marketing professionals can be incredibly time-starved and as a result, they often don’t have time to stop and reflect at achievement. If you know they’ve got a board meeting to present results, then make a note and follow it up by asking how it went. Give genuine enthusiasm when things go well and your client took the time to tell you about it. Similarly, show support for when things don’t go as planned and how you can help to improve it next time.

5. Be The Epitome of Calm.

Agencies are stressful. They are fuelled by last minute demands and last minute changes without any movement on the deadline. Great client servicing is about communicating the challenges of short deadlines but that you will do everything you can to deliver it (making life easier again). Regardless of how busy you are, never show a client you’re stressed. It makes them nervous that you’re incapable of delivery. Mumble all you like in the office, but before you answer the phone, breathe and smile. They won’t even notice, but they will think you’re an agency in control.

Reputation Management.

In summary, client servicing should be about protecting your agency reputation and your personal one. As the face of the agency, client-servicing teams are the first and last point of contact, integral to the success of the client’s brand experience.

Jo Scott
Managing Partner, Truth Design.