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Having supported the creative industry for many years, we’ve helped implement beautifully designed logos, sleek websites, and unique fonts. But your brand? It goes far beyond that. Don’t get me wrong, visuals matter more in the creative industry than most, but nothing leaves a lasting impression like how your team makes your clients feel. From the first interaction to project completion, do your clients think, “I’m so glad I not only found you but also chose to work with you”? I expect that’s how you want to be known and remembered above all else. This feeling is cultivated and solidified with each interaction your clients have with your team. A unified, strong team culture shapes how your clients perceive you, transforming your firm from just another option into a trusted resource people rave about. So, how are you ensuring your brand is more than just your work but rather a remarkable experience?
Empathy & Camaraderie
I recently listened a podcast that unpacked Microsoft’s old employee stack ranking system—a setup that basically pitted people against each other, ensuring some would fail no matter how well they performed. The result? A toxic environment that wrecked both morale and client experience. A fractured team leads to fractured internal and external relationships. Delivering a consistent and positive experience with your brand starts with building a strong team. When everyone is on the same page, sharing the passion for standing out, truly caring, and delivering exceptional experiences, magic happens. In the high-stakes world of creative industries, where deadlines loom and collaboration is non-negotiable, fostering a positive and inclusive team culture isn’t just nice to have—it’s mission-critical. At the heart of this is a fair and caring work environment. How you treat your employees is exactly how they’ll treat others. When you lead with empathy and check in on them, they’ll learn to do the same. If your team feels supported, valued, and trusted, they’ll go the extra mile—and then some—to make sure clients feel the same. But if your workplace fosters tension, unhealthy competition, or indifference, your clients will feel those side effects in every interaction.
We’re All in It Together
Don’t shy away from asking for help in sharing the burden of unexpected surprises or the stress of looming deadlines. One of the most powerful ideas from Jocko Willink’s book, Extreme Ownership, is that success and failure aren’t just the responsibility of leadership—they’re shared by everyone, from the top of the organization to the newest hire. In your creative firm, every team member plays a role in shaping the client experience. It’s not just on the project lead to make sure everything runs smoothly; the entire team should feel a sense of ownership and accountability for the outcome. When things go wrong, leaders need to step up, take responsibility, and focus on problem-solving rather than pointing fingers. This creates a culture of pride and unity, where the team feels empowered to take control and deliver their best. When everyone feels accountable for the collective success, the final product is that much stronger, and clients can always sense that extra level of care and commitment throughout the project.
At the end of the day, people buy from those they like. Making clients feel truly cared for isn’t just a nice-to-have. It’s essential for business success, building lasting relationships, and creating a strong referral network. Having a caring, supportive, and unified team does more than boost profits—it creates a sense of fulfillment for everyone involved that money just can’t buy. If you’re reading this, chances are you’re already leading one of those happy, thriving creative teams. I’d love to hear the tips and tricks that have helped you build a culture of care, support, and unity within your team.
– Burak Sarac, Team Lead
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