A few weeks ago, I got a message from a client I worked with back in 2019.

He needed help with a new project. As we caught up, I realized something interesting. He barely remembered the details of our work together.

But he did remember one thing vividly:
How I helped him fix his PowerPoint and video at 2 AM for a 9 AM presentation.

That moment stuck with him more than anything else.

That got me thinking— People may forget what you do, but they’ll never forget how you make them feel.

Don’t expect them to remember everything (They’re not A.I.)

Most businesses focus on making their services unforgettable. But here’s the reality: Your clients are busy. They interact with dozens of brands, juggle countless responsibilities, and over time, the details blur.

What stays with them is how you showed up when they needed you most.

Think about your own experiences. Do you remember every feature of a product, or do you remember how it made your life easier?

People remember the emotions tied to an experience, not just the service itself.

Sun Yi calls this “The 5 Second Moments”.

What Makes a Business Truly Unforgettable?

The key to long-term client relationships isn’t just the quality of your work—it’s the connection you build. Exceptional service, unexpected kindness, and going the extra mile are what make you unforgettable.

When my client reached out after all these years, it wasn’t my branding knowledge he recalled—it was that moment of urgency when I stepped up.

That’s the power of emotional impact.

Do This to Your Clients

Here’s how you can create lasting impressions with your clients:

1. Be there in key moments. When a client is under pressure, a small act of support can mean the world to them.

2. Personalize your interactions. Remember details about their business, their struggles, and their wins. Make them feel seen and valued.

3. Surprise them with generosity. Offer unexpected value—whether it’s an insightful tip, an extra resource, or simply checking in. (trust me on this one, I do this a lot)

4. Communicate with empathy. Listen, listen, and listen… Understand their needs, and speak to their emotions, not just their business goals. Then, listen some more.

5. Stay in touch. A simple follow-up months after a project can reinforce the connection and keep you top of mind.

Let’s Do an Activity (I mean it)

If you are currently reading this, you’re either on your mobile or a computer.

Now, think of a past client you enjoyed working with. Send them a quick message today—no sales pitch, just a genuine check-in. Let them know you remember them. You’d be surprised how powerful a small gesture can be.

Leave a Lasting Impression

Your clients may not always remember the specifics of your work, but they will always remember how you made them feel. When you prioritize connection over transaction, you become more than a service provider—you become a trusted partner.

So, how do you want your clients to remember you?

PS: If you want to build a brand that sticks in people’s minds, start with how you make them feel. Need help crafting a brand experience that leaves a lasting impact? Let’s talk.