Never has it been more important for the professions to remember that a brand is only as strong as the relationship between client and advisor. A focus on how clients feel about the service they are getting will go far in positioning your brand.
The way we think about brands need to change. In the past, they were objects or concepts. You had a relationship with a brand. But in this social age, brands are the relationships. By defining a brand’s particular kind of relationship, companies can create greater engagement, differentiation, and loyalty.