Most firms you speak to will claim to always put their clients first, yet their branding can tell a different story.
If you’re truly committed to putting your clients first, this should be evident throughout your messaging, visual identity, and overall brand presence. Truly getting to the heart of the benefits of your service from the client’s perspective, and the powerful emotions they will feel that allow your brand to connect on a deeper level.
This blog will explain where brands go wrong, and also ways to implement an authentic customer-focus that is sure to resonate.
If you’d like to supercharge your organisation’s brand or just explore your options then you can get in touch with our Client Services Director, Juliette Neault, using [email protected]
Your brand should speak to the client, not at them
One of the clearest giveaways that a brand hasn’t been built with the client in mind at all times is when an organisation is too focused on itself. Constantly using “we” and “our” instead of “you” and “your” in your comms sends a subconscious message that the client is secondary.
Too often, organisations use their brand voice to talk almost entirely about their own expertise, their achievements, and their internal culture. While credibility is important, prospective clients don’t just want to hear about your firm, they want to know what’s in it for them. When talking about your credentials, you should always ask why this is important for clients and why they would care?
Your brand should communicate the benefits of working with you by speaking directly to the client as if they’re in the room with you, i.e your business, your team and your success. It’s a subtle but crucial shift that helps to really place the focus on them and show that you understand their needs and challenges. This also forces you to consider what prospective clients want to experience by working with you, instead of just listing your credentials.
🔴 Example: Bad generic comms
“We have been a leader in financial services for over 100 years, providing award-winning solutions across multiple markets.” … yeah, but what’s in it for me?
✅ Better approach:
“Your financial future is our priority. Whether you’re saving for your first home or planning for retirement, we provide tailored solutions to help you achieve your goals.”
A great example is Apple, who rather than focusing solely on their technology, their messaging is built around the user experience.
Their product launches aren’t just about product specifications, which would be an easy trap in the tech space, they instead emphasise how their devices empower creativity, enhance communication, and simplify daily life. This client-first narrative has helped Apple build one of the most loyal customer bases in the world.
Visual Identity: people-focused, not corporate and cold
A truly client-first brand isn’t just about language; it also extends throughout the visual identity. When you see a website that relies on generic / stock photography or worse, an absence of people altogether, these choices create a cold, impersonal impression that fails to engage the audience.
Conversely, overused, staged visuals can feel inauthentic, diluting trust instead of building it.
A strong example of client-first branding is Airbnb. Their visual identity is built around real people, hosts, travelers, and unique experiences, making the audience feel at the centre of the brand. Their strapline, “Belong Anywhere,” also speaks to the audience, reinforcing a personal connection rather than focusing on the company itself.
Putting it into practice
If your firm genuinely values its clients, this must be reflected in every aspect of your brand. Shift your language to be client-centric, ensuring that your messaging clearly conveys the value you bring to them.
Reassess your visuals, are they engaging and people-focused, or do they feel detached and impersonal? Every touchpoint should reinforce the idea that your brand is built around your clients, not just your company.
Start by auditing your brand’s current messaging and visual identity. Count how many times your website and marketing materials say “we” or “our” versus “you” and “your.” Evaluate whether your imagery feels authentic and relatable or cold and generic. Engage directly with your audience through surveys or feedback sessions to understand what they need and expect from your brand.
Firms that fail to take this approach risk losing potential clients to brands that make them feel seen, heard, and valued. Those that do will foster deeper trust, loyalty, and ultimately, long-term success.
