I got a call from my dry cleaner this week. A dress I had sent over (one of my most coveted) had a tiny hole where I had cut out the tag. “The hole will get bigger” is what the dry cleaner explained, you might want to wash this by hand. She also explained that the fine layers of silk would be best preserved by hand washing. Now, I do not send out to the dry cleaner often, and I do not particularly favor one dry cleaner over another. But this extra care given to my dress, and the willindness to forgo a sale and save my dress – brought about a new loyalty to their brand that will surpass price or inconvenience. Made me start thinking about the entire brand experience, and where we can improve. What are the services you’ve added or streamlined to create a better brand experience for your clients?