What it takes to build decade-long partnerships in branding

As a branding agency, our success relies not just on attracting new clients but on retaining them for the long term. Over the past 40 years, we’ve built lasting relationships that are rare in today’s fast-moving industry. Many of our clients have partnered with us for over a decade, with some collaborations spanning almost twenty years—a longevity that’s increasingly hard to come by.

In an era where time-limited agency contracts and procurement-led processes dominate the landscape, many agencies struggle to establish deep-rooted connections. These short-term models often prioritise cost-efficiency over trust and continuity, leading to a revolving door of agency partnerships. But our ability to consistently deliver measurable results, adapt to shifting market dynamics, and embed ourselves as an extension of our clients’ teams has set us apart. By proving our value year after year, we’ve been able to transcend the transactional nature of procurement-led decisions and become a trusted, long-term partner for the majority of our clients.

While attracting new clients is undoubtedly important, it’s important not to forget retaining existing ones. Client retention helps establish a consistent revenue stream, riding out bumps in the road, like financial downturns and economic crises, but also builds your agency’s reputation and lays the groundwork for long-term partnerships. 

In this article, I explore some of the reasons why our branding agency excels in client retention and has cemented our position in the design industry since 1982. 

1. Delivering exceptional results

Run of the mill doesn’t cut it today with highly competitive, fast-moving markets. The foundation of any successful client-agency relationship lies in consistently delivering strong results. We make sure we fully understand our clients’ objectives, brand values, and target audience, so that we’re able to create brand solutions that achieve their goals. No detail of the brief goes unnoticed and we go above and beyond, creating high-quality work that resonates strongly with their audiences.

To do this we have built a culture that thrives on collaboration, continuous learning, and strategic partnerships. Our engaged and loyal team is at the heart of everything we do. We put their needs first, providing an environment where they feel valued, supported, and empowered to do their best work.

We invest in ongoing training, ensuring our team stays ahead of industry trends and emerging technologies. We also work closely with trusted third-party partners who share our commitment to excellence, allowing us to scale up and bring in specialist expertise when needed. These combined efforts mean we proactively seek ways to add value, challenge conventional thinking, and create brand solutions that drive tangible commercial success.

Consistently demonstrating the ability to produce great results, builds trust and loyalty between agency and client. 

2. Transparent communication

Open and honest communication is key to building trust and maintaining strong client relationships. But communication shouldn’t be passive. It’s not enough to simply respond to client queries or wait for instructions. We take a proactive approach, ensuring we’re always one step ahead. By actively listening to our clients, we can understand their concerns and address them before they become a problem.

This proactive mindset means we take the lead on keeping clients informed. Regular updates on project progress, clear milestone tracking, and early transparency around any potential risks or changes ensure that our clients are always in the loop. Rather than leaving everything to be client-driven, we guide them through the process, offering solutions, sharing insights, and ensuring the journey feels seamless.

Regularly scheduled meetings, progress reports, and timely responses to enquiries ensures that clients are involved throughout the entire branding process. 

3. Tailoring our services

Every client is unique, and tailoring services to their specific needs can make a significant impact on client retention. We take the time with each of our clients to understand their industry, competitors, and market landscape. This allows us to uncover the nuances of their challenges and opportunities, enabling us to craft solutions that are as unique as their brands.

But personalisation goes beyond simply customising a service, it’s about actively demonstrating your investment in their success. For instance, tailoring your approach might involve adjusting the way your work to suit your client’s internal processes, developing bespoke reports to provide them with the insights that matter most, or staying attuned to their long-term goals so your strategies evolve alongside their growth.

This level of dedication reinforces your role as a trusted partner, not just a supplier. It shows that you’re not delivering off-the-shelf solutions but working with them to achieve something more meaningful. Personalisation also highlights your ability to adapt, especially as your clients’ markets or priorities shift. Whether it’s adjusting timelines to meet unexpected demands or exploring innovative channels to reach new audiences, flexibility becomes a core part of your value proposition.

This commitment to tailoring your services builds trust and loyalty. Clients see the care and effort you put into truly understanding their world, and it sets you apart in a competitive landscape. By offering a personalised service, you not only help clients achieve their goals but also solidify your reputation as a partner invested in their long-term growth—a critical factor in retaining clients for years to come.

By offering a personalised service to clients, you can demonstrate commitment to their success and show that you’re invested in their brand’s growth. 

4. Proactive solutions

One of the things our clients appreciate most is that we don’t wait to be asked – we take the initiative. We understand that our clients are incredibly time-poor, often juggling multiple priorities, so rather than adding to their workload, we make their lives easier by staying ahead of the game.

Far beyond just checking in, proactivity is about truly understanding what’s on the horizon for our clients, both within their industry and their business. That means continuously tracking market shifts, emerging technologies, competitor activity, and evolving consumer behaviours that could influence their brand. We also stay close to what’s happening inside their organisations, be that leadership changes, new business objectives, or internal challenges that could impact their brand strategy.

By anticipating these shifts, we can bring strategic recommendations to the table before they even become concerns. If we spot an emerging trend that could shape their industry, we explore how it could be leveraged to their advantage. If we foresee a potential challenge, we suggest solutions before it turns into a problem. And when we see opportunities for growth or efficiency, we highlight them, so our clients stay ahead of their competitors.

This approach transforms the traditional client-agency relationship from reactive to proactive. Instead of being a service provider who waits for a brief, we position ourselves as an integral partner – one who’s as invested in their success as they are. It also builds trust; clients know that we’re always thinking about their brand, even when they’re too busy to.

By anticipating clients’ needs, you can provide proactive solutions that address potential issues before they even arise. This way, you can position yourselves as a valuable partner, in-tune with your clients’ goals. 

5. Low staff turnover

One of the biggest frustrations in client-agency relationships is the constant churn of personnel. It’s disruptive, inefficient, and, frankly, exhausting for clients who find themselves repeating the same information every time they’re assigned a new contact. According to the What Clients Think Report 2023, 49% of clients believe that design agencies suffer from high staff turnover—something that can erode trust and create a disjointed working relationship.

But at Michon, it’s a different story. Our low turnover rate means our clients benefit from continuity, deep brand knowledge, and a team that truly understands their business. We build long-term relationships, and that’s only possible when our team stays consistent. The historic knowledge we retain of our clients’ projects takes the pain away, allowing us to hit the ground running on new briefs, solve problems efficiently, and add value beyond what’s expected. It’s this stability that ensures a seamless experience for our clients—no unnecessary handovers, no repeated explanations, just an agency that knows them inside out.

We’ve put a number of initiatives in place to build a culture of wellbeing, support, and enjoyment at work:

• A collaborative and supportive environment – We’ve built a workplace where ideas are shared, contributions are valued, and people feel genuinely part of something bigger. We operate as a team, not in silos, ensuring everyone feels involved and invested in the agency’s success.
• Clear career progression – Employees stay when they see a future. We actively support professional development through training, mentoring, and giving our team opportunities to expand their skills and take on new challenges.
• Work-life balance and wellbeing – We understand that great work comes from happy, healthy people. That’s why we encourage a healthy work-life balance, offer flexible working, and create an environment where wellbeing is prioritised.
• Prioritising mental health – A healthy mind is just as important as a healthy workplace. That’s why we’ve put in place mental health first aiders within our team, ensuring there’s always someone trained to offer support, guidance, and a listening ear when needed.
• Recognising and rewarding great work – Whether it’s celebrating successes, giving credit where it’s due, or offering incentives, we make sure our team feels appreciated for their hard work and commitment. Alongside celebrating achievements and individual contributions, we’ve implemented a profit bonus scheme, ensuring that when the agency thrives, our team shares in that success.
• Challenging, fulfilling projects – Creative professionals thrive on interesting, meaningful work. By working with clients that align with our values and ensuring every project presents an exciting challenge, we keep our team engaged and inspired.
• A culture of trust and respect – Micromanagement stifles creativity, so we give our people the autonomy to own their work while ensuring they feel supported every step of the way.

By focusing on these areas, we’ve created an environment where people want to stay, grow, and do their best work. And our clients benefit from a team that’s not just experienced, but deeply embedded in their brand’s journey. A familiar voice at the end of the phone might seem like a small thing, but in an industry where trust and consistency matter, it makes all the difference.

By keeping your team happy and retaining your employees for longer, consistency of service and a familiar voice at the end of the phone goes a long way in a client’s estimations.

6. Nurturing long-term relationships

From the very beginning, our agency has prioritised long-term relationships over short-term wins. We don’t see our clients as projects, more as partners. This commitment to longevity and client retention means we deliver better results. According to the What Clients Think Report 2023, 97% of clients stated that long-term client/agency relationships yield better outcomes. And we’ve seen this first-hand. The longer we work with a brand, the deeper our understanding grows, allowing us to refine, evolve, and enhance our creative solutions in ways that simply aren’t possible in one-off engagements.

These lasting relationships are the result of intentional actions and a client-centric mindset. It starts with taking the time to truly understand our clients, not just their immediate needs but their long-term ambitions. By immersing ourselves in their brand, their culture, and their market landscape, we ensure that every piece of work we deliver aligns not just with their current objectives but with where they want to be in five, ten, or even twenty years.

But maintaining a strong relationship goes beyond just delivering great work. We keep communication open long after a project has been completed, checking in to offer insights, discuss new opportunities, and ensure that our clients’ brands remain strong and relevant in an ever-changing landscape. Rather than waiting for a brief to land, we proactively look for ways to add value, whether that’s sharing industry trends, recommending fresh creative approaches, or advising on strategic shifts.

Equally important is the human side of our relationships. We believe in celebrating milestones together, whether it’s marking a successful campaign launch, a brand anniversary, or a major business achievement. These shared moments reinforce the sense of partnership and remind our clients that we’re not just here to deliver work; we’re here to support their brand and business across the entire journey.

It’s important to celebrate milestones together and provide continuous support to ensure your clients’ brands remain strong and relevant. 

7. Gathering feedback

Feedback is invaluable for improving our services and strengthening the relationships we have with our clients. We seek feedback from our clients about their experience working with our team, and actively listen to their suggestions and concerns, implementing changes and improvements where necessary. And because of transparent communication, we’ve also been asked for the same feedback from our clients to help them improve their own internal processes. When you work this closely with your clients, it not only improves your relationships, but can help to streamline processes as well.

Demonstrating your willingness to learn and adapt based on feedback shows that you value your client’s input and are committed to their success. 

In conclusion

Client retention has been and will continue to be essential for the long-term success of our branding agency. By consistently practicing what we preach, we’ve been able to strengthen client loyalty and position ourselves as a trusted partner for over 40 years.

It’s why our team stays with us for so long and why 81% of our client business comes through recommendation. In an industry where agencies compete on price and creativity, client satisfaction is one of the hardest advantages to erode. Agencies that prioritise long-term client relationships thrive, remain resilient and in demand while others chase the next pitch.