It’s a sad day when a brand dies and with our economy I’m sure most of us have seen a project or a client shutter their business. The question becomes then how to do it.

Three things to keep in mind when helping a client say goodbye:

1. End Transparently – Whenever politically possible, explain why. Letting people know will alleviate fears of what it means for them. While that may not always be possible, share what you can. Spread the truth so that others don’t make up their own story.
2. End Quickly – Don’t drag out the announced departure. It’s confusing for current and past clients as well as the employees. Let everyone move on with their lives and help them whenever possible.
3. End Clean – Wrap up final contracts and projects. Fulfill anything outstanding. Pay your bills. Seems simple but there is a temptation to just walk away but unless everyone involved is retiring (and not really even then), people still have to find jobs after the doors are closed.

With those three simple tips, we now have a road map for our clients to say goodbye to their business, their clients and their dream. In the end, the closing of a client’s business is about the legacy of brand… theirs and yours.

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