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At Fix & Form we are excited to highlight another client, Freya Systems. Working alongside CEO Ben Johnson and VP of Marketing Cindi Sutera, we guided Freya Systems through our Brand Therapy process, a brand strategy and refresh series designed to uncover and articulate the deeper story behind the brand. Who is Freya Systems Freya Systems simply put is a company dedicated to improving efficiency through a multitude of solutions targeted at a range of industries. More specifically, they target clients of aviation, defense, utility/water, and manufacturing.  What Freya Systems Was Trying to Solve with Brand Therapy When we first met Freya Systems through one of our agency partners in Pennsylvania, their leadership team knew something wasn’t working. Their website was jargon-heavy, filled with insider language that made sense to engineers but not to decision-makers or everyday users. Their positioning was also unclear, with industries and service offerings that felt cluttered and included audiences they no longer served. On top of that, the company had recently refreshed its internal core values, but none of that intentional work showed up on their public-facing site. In short, the brand wasn’t connecting with the people they most wanted to reach. The Process: Brand Therapy In Action As we do with every Brand Therapy Session at Fix & Form, we started with digging deep into the company, focusing on identity, naming, target audiences, culture, and values.  Founder Story In the early sessions, we began with the founder story. Freya Systems is named after the Norse goddess who watched over ships at sea, and together with Ben we explored how this mythology could symbolize the company’s role as a guide, providing clarity and protection for organizations navigating oceans of data. This story became central to their messaging and now lives on their website. Core Values  At the same time, we carried forward their recently defined core values. Since these values were strong, impactful, and aligned with their mission, we chose to integrate them into the new brand strategy and refresh brand guidebook rather than reinventing them. We also streamlined their audience focus, eliminating outdated targets and creating sharper alignment with the industries they actually serve today. Finally, we restructured the website wireframe and user experience, ensuring that their services could be understood by anyone, from a PhD-level engineer at Lockheed Martin to an 18-year-old government contractor entering the workforce.  The Outcome The result is a brand and website that finally match who Freya Systems is and what they deliver. Their refreshed site now communicates clearly, highlights their services in a straightforward way, and tells their story with purpose. More than just a website project, this was about aligning identity with mission. Freya Systems doesn’t just manage data; they help massive organizations, from aerospace giants to government agencies, make data usable, accessible, and actionable. And now, their brand speaks that truth. The refreshed Freya Systems brand and website now tell a clear and human story rooted in their origin and mission. Their service-based offerings of consulting, workshops, and organizational data reconfiguration are explained in straightforward language, free of unnecessary jargon. The user experience balances technical accuracy with accessibility, making it possible for specialists and non-specialists alike to understand the value Freya brings. What once felt like a site filled with “mumbo-jumbo” has been transformed into a confident, engaging platform that communicates exactly who Freya Systems is and what they do. A Story That Resonates At Fix & Form, we believe every brand has a story worth telling. For Freya Systems, it was about pulling mythology, mission, and values together into one cohesive narrative, one that makes sense to the people they serve, at every level. Whether you’re navigating a ship at sea or the complexity of big data, clarity is what keeps you moving forward. Freya Systems is proof that a brand refresh doesn’t always mean starting from scratch. By carrying forward what was already strong, clarifying what needed focus, and weaving in a story that resonates, we were able to create a brand identity that feels both authentic and compelling. Today, Freya Systems has a digital presence that finally matches the impact of their work: making complex data usable, digestible, and actionable. Key Takeaways for Your Own Company  Freya Systems’ brand strategy and refresh offers important takeaways for any organization looking to communicate more clearly. The first is that clarity beats complexity every time. Technical expertise is valuable, but if your audience can’t understand what you do or why it matters, they won’t engage. Simplifying language doesn’t dilute your credibility — it makes your message accessible to the people you most want to reach. The second lesson is that you don’t always have to start from scratch. Freya had recently invested in defining strong core values, and instead of reinventing them, we built upon that foundation. A successful brand refresh often means identifying what’s already working and carrying it forward with intention. Finally, storytelling is what turns information into connection. By weaving the Norse goddess Freya into the company’s origin story, we created a narrative that gives their brand meaning and memorability. Facts inform, but stories resonate. For any brand, finding and telling that deeper story can be the difference between blending in and standing out. Why Clients Choose Fix & Form Curious to learn more about why clients beyond Freya Systems choose Fix & Form? Hear from clients firsthand personal testimonies below. Transparency “Working with Anne at Fix & Form was an incredible experience. The transparency of process paired with her ability to challenge the boundaries of a narrative helped us create the framework required to take our brand to the next level. We look forward to a continued partnership with Anne and would highly recommend Fix & Form for brand strategy.” Dedication “Anne has been great from the start and I know we aren’t done yet! She helped me establish the foundation for the creative to grow into, and we had so many brainstorming ideas that I know I’ll come back to

At Fix & Form we are excited to highlight another client, Colorado Dance Arts. Colorado Dance Arts holds a special place at Fix & Form for their memorable client journey experience and inspiration they bring. Follow along to hear about this successful small business rebrand.  Who is Colorado Dance Arts Colorado Dance Arts (formerly Lakewood Dance Academy) is a dance studio with a deep commitment to movement, purpose, and the transformative power of dance. Founded and led by Julie Anderson, a friend and trusted community member, the studio has served local families for years and recently entered a new chapter of growth and expansion. What Colorado Dance Arts was trying to solve with Brand Therapy  Julie came to Fix & Form during a major transitional moment. She was moving the studio to a new space, reimagining the range of classes offered, and hoping to connect with a broader and more intentional audience. But with all that change came uncertainty: How should the studio be renamed? How could the story evolve beyond being seen as “just a kids dance studio”? How could the brand better express the science and soul behind movement? Through Brand Therapy, we worked closely with Julie to realign her brand from the inside out.  How Brand Therapy Made for a Successful Small Business Rebrand Lakewood Dance Academy became Colorado Dance Arts, a name that speaks to the studio’s expanded vision and more inclusive, sophisticated approach to movement. We delivered a complete brand refresh. The new brand communicates the depth and intentionality behind their programs, resonating with both returning families and new dancers. We supported Colorado Dance Arts through some social media marketing, helping to build visibility and community as they prepared for their studio move, soft launch, and grand opening. With a strong brand foundation now in place Julie, and her team, are well-positioned to grow! Anne’s Favorite Part About Working with Julie Anne’s favorite part of working with Julie was the amount of exploration. Their strategy sessions opened up for her in terms of envisioning a dream studio space that she was really piecing together with logistics and visuals. The experience of it with her feedback throughout the whole process was so unique that when they got to the end of the strategy sessions, it was really profound experience for her in realizing how much the new space, the new name, and the new brand would affect her teachers, her team, the dancers and anyone that came in contact with the brand. Landing on the name Colorado dance arts that really resonated with her. But, even more so, when they put the story behind what that name was gonna bring to life, and then the experiences in the new space of how that experience was gonna actually come to life over the next coming months and year of the soft and the grand opening and Julie would just get chills. We got so excited about seeing her vision come to life and ultimately creating a successful small business rebrand.  Memorable Lesson Learned from this project A memorable lesson from this project was realizing how detailed and strategic a brand name change needs to be, especially online. We got to see firsthand the impact of every strategy session and how much progress we made when you are changing names and all of the small details. We became familiar with platforms like Google business profile and how to actually set that up correctly. Internally, we recognized the need for a more proactive communication plan for the client, team, and vendors in sending consistent updates during the transition. Some technical issues also arose, like the new website not appearing on the Google listing during a crucial enrollment period. These lessons have helped refine Fix & Form’s process for future brand refreshes, especially around digital updates and client support. Why Clients Choose Fix & Form Why do clients choose Fix & Form? Hear from clients firsthand personal testimonies below. Transparency “Working with Anne at Fix & Form was an incredible experience. The transparency of process paired with her ability to challenge the boundaries of a narrative helped us create the framework required to take our brand to the next level. We look forward to a continued partnership with Anne and would highly recommend Fix & Form for brand strategy.” Dedication “Anne has been great from the start and I know we aren’t done yet! She helped me establish the foundation for the creative to grow into, and we had so many brainstorming ideas that I know I’ll come back to her when it’s time to execute. She really takes the time to get to know you, your brand, your goals and aspirations and puts it all together with a nice bow on top. I couldn’t have asked for a better partner in the branding process!” Expertise “Anne was an absolute delight to work with. She is very knowledgeable and helped me immensely with my business rebrand. She is now my go-to for anything related to branding and business strategy” Relationship “Working with Anne from Fix & Form has been nothing less than enlightening, productive, motivating, and empowering. She has a very unique talent for breathing life into others’ visions, and using modern techniques and strategies is able to create a foolproof plan of attack to execute ideas and teach you how to use the tools along the way. I’m better as a professional, and more in love than ever with my ideas as a result of working with her.” Intrigued by Your Own Brand Development?  You are in luck! At Fix & Form we are excited to announce our monthly marketing plans that tailor support to whatever need you have in any part of your brand or rebrand journey. Brand development can come with uncertainty, as it did for Julie and Colorado Dance Arts, but at Fix & Form our one mission is to help ease that process.  We want to hear from YOU:  Interested in learning more about

Starting a business is one thing, but positioning it to stand out for success is another. At Fix & Form, we work with startups that want more than just a pretty logo. They want direction, definition, and differentiation. Our brand positioning workshops are designed to meet you at the starting point, diving deep into who you are as a business and your goals, to move forward with clarity, confidence, and a strategy that grows alongside you. The Brand Positioning for Startups Road Map   Brand positioning is not just a one-stop tool. It is a comprehensive strategy that drives your business. For startups, positioning is especially powerful because it provides structure in a time when things are often fast-moving, uncertain, and evolving. It becomes the internal compass for decision-making and the external lens through which customers understand and connect with your brand. We believe brand positioning is not about perfection, but rather alignment, which fuels our desire to help you find your brand positioning today.  What is Brand Positioning, Really? First, let’s define what brand position is. Brand positioning is the strategic process of defining how your brand is perceived in the minds of your audience. It’s about distinctly aligning your values, relevant to your audience, and meaningfully different from the competition. For startups, this is not just a marketing tactic. It’s a critical step in building a business that people understand, trust, and choose. Additionally, positioning goes beyond what you sell. It clarifies why you matter and shapes how people talk about you. It influences everything from your messaging and tone to your visual identity and customer experience. When done well, brand positioning serves as the reference point for every decision, from naming your business to launching new products or entering new markets. There are key components of brand positioning to know before you evaluate your brand.  Target Audience Identifying your target audience means going beyond basic demographics like age or location. It involves understanding the specific group of people your brand is designed to serve. For example, what values, behaviors, needs, and preferences align with what you offer? For startups, this often means narrowing your focus instead of trying to appeal to everyone. Clarity about your audience allows you to shape messaging, tone, and experiences that feel relevant and personal. When you define your audience clearly, your brand becomes easier to build, market, and scale. Consumer Needs At the heart of every strong brand is a clear understanding of the problem it solves. This component focuses on the specific need or pain point your product or service fulfills in the lives of your customers. These needs can be functional, emotional, or aspirational. Whether your brand saves time, builds confidence, promotes wellness, or creates simplicity, the key is to articulate this benefit in a way that your audience understands and values. When your positioning is anchored in a real and clearly stated need, it creates resonance and relevance. Reason To Believe Your brand promise is only as strong as the proof that backs it up. A “reason to believe” is the evidence or rationale that convinces people your brand can deliver what it says it will. This can include product features, testimonials, social proof, data, experience, founder credibility, or values that align with your audience’s beliefs. Startups can lean on transparency, storytelling, and early user feedback to build trust. A well-positioned brand doesn’t just claim value—it shows it, through consistent behavior and verifiable results. Competitive Reference Frame To position your brand effectively, you need to define the market space you’re operating in and how your brand relates to others in that space. This doesn’t mean obsessing over competitors—it means understanding the expectations your audience already has about the category you’re entering. Are you a premium player in a low-cost market? A challenger brand offering a new model in a traditional space? This reference point helps shape how your brand is interpreted and ensures your difference is contextualized and understood. Perceptual Differentiation  This is the distinct identity your brand holds in your customer’s mind. It’s what makes you recognizable and preferable—even when products are similar. Perceptual differentiation can come from how you present yourself (visual style, tone, storytelling), the values you stand for, your pricing structure, or the specific benefit you highlight. It can also be about emotional tone—friendly, expert, rebellious, calm—and how that tone aligns with your audience. For startups, differentiation doesn’t require being radically different; it requires being consistently clear and intentional in how you present your brand’s unique perspective. Why Brand Positioning Matters for Startups  As you probably guessed, without strategic brand positioning, your brand will struggle. Take the map below, for example. If you, as a company, perceived your brand to be high quality and high price, such as Mercedes-Benz, but your customer base perceives your brand as high price and low quality, you will not succeed in the way you want. Brand positioning is key in closing the gap between perception and purchases, closing the gap between perception and purchase by aligning what your brand promises with what people actually experience. When your message, pricing, visuals, and tone all support the same clear position in the market, your brand becomes easier to understand, easier to trust, and easier to choose. For startups, getting this alignment early on is essential. It saves time, reduces confusion, and helps you build real brand equity from day one. How Fix & Form Approaches Brand Positioning  Now that we have done a deep dive into what brand positioning is and why it matters, let’s get into how Fix & Form specifically helps you accomplish this.  Brand Positioning for Startups Process with Fix & Form Step 1: Initial Conversation Let’s chat to identify your needs, goals, and dreams. We’ll identify problems to solve, missing feedback you’re seeking, and which of our solutions or subscriptions will align best with your next steps in achieving the brand you are striving to bring to life. Step 2: Planning Our Work Once we’ve identified your

Every day, we have a hundred things on our plates, running around trying to get this done and that done. It is how humans are wired, to find their “purpose” in life—constantly changing and evolving. Businesses are the same way. A business without its own “why” and purpose is unlikely to be successful. Without having goals and knowing where you want to go in life or where you want to see your business develop, you will stay stagnant and get left behind by people and businesses chasing after their own dreams.  What is Human-Centered Branding? Fix & Form is driven by its why, which is a concept known as human-centered branding. Human-centered branding is a newer concept, shifting traditional views of sell what you can make to make what you can sell. The traditional formula focused efforts of making something then using marketing to figure out how to sell it. Now, with a more human approach, the formula is not just to sell what you can make. Instead, figure out the needs of your consumers, what they connect with, and create a solution to sell. This shift from product-first to people-first is at the core of successful brands. But, here’s the catch: like most things, having genuine human-centered branding is not as easy as it looks.  An Aligned Brand vs. an Unclear Brand Picture two scenarios of a business called Surfin Spoon that dominates in making its “why” clear.  Scenario 1 Imagine Surfin’ Spoon without its soul, just a frozen yogurt shop coasting on its Outer Banks location. The flavors are decent, the surf theme is on-brand, and the space looks like it belongs in a tourist town. But beyond the surface, something’s missing. The service feels routine. The walls, though decorated, lack meaning. Social media is filled with promos and product shots, but there’s no story, no sense of who’s behind the counter or why this place exists in the first place. People stop in, grab a treat, and leave—satisfied, but unmoved. The experience is forgettable because it’s not anchored in anything deeper than frozen desserts. Scenario 2 Now, picture Surfin’ Spoon as it really is, rooted in a clear, joyful, and community-driven “why.” Founded by pro surfer Jesse and his wife Whitney, Surfin’ Spoon was never just about yogurt. It was about creating a place that felt like family, like childhood summers, like laughter echoing off the dunes. Their “why” is to spread joy, one scoop at a time—and everything about the shop reflects that. They put the community first, shaping what it really means to use human-centered branding. From the handwritten notes and surfboards on the walls to the local artwork, illustrated children’s books, and dollar bills turned into donations, the Spoon is a love letter to the Outer Banks. It’s a gathering space, a tradition, a moment of lightness in someone’s day. Surfin’ Spoon stands out not because of its product alone, but because of its purpose: to make people feel welcome, nostalgic, and part of something real. That’s what keeps people coming back. That’s what makes it unforgettable. How Fix & Form Finds Your Brand’s Why  Struggling to find your why? Fix & Form specializes in helping you do just that. Not only do we help you find your brand’s why, but we elevate it to a new level, creating a relationship and brand that resonates.  Inside our Human-Centered Branding Approach  Our process starts with creating a human-centered relationship with you. We collaborate to identify your needs, goals, and dreams. We’ll identify problems to solve, missing feedback you’re seeking, and which of our solutions or subscriptions will align best with your next steps in achieving the brand you are striving to bring to life. Next, we’ll schedule the sessions, decide on the best working locations and methods, and start getting sh*t done. Each project kicks off with a strategic session designed to maximize potential outcomes and set the stage for success. Our collaboration might feel a bit like “talk therapy” for your brand—we’re all about open communication and teamwork. Our work together could span several months, depending on the chosen solution or subscription. We start by laying a solid foundation, whether that means revitalizing an existing brand or creating a new one from scratch. From there, we move into visual design and round out with the development of marketing tools that bring your brand to life. As our project wraps up, we bring everything together in the Fix & Form Brand Guidebook. This custom guide is a comprehensive overview of your new brand’s identity and foundation. We’ll walk you through each element of your brand’s visual style, including all the collateral and assets we’ve created together. This is your full package—the complete setup to launch your refreshed or brand-new identity into the world. Our Comprehensive Branding Service Our comprehensive branding service drives the branding home. This offering is tailored for businesses aiming to launch, refresh, or completely overhaul their brand identity. Services can include: Brand Therapy & Identity  Strategy sessions that define your brand’s core values, mission, and vision. This foundational work is essential for creating a brand that truly reflects your ethos and is customized solely around you. Revealing identity, target audience, offerings, internal and external brand values, and more. Custom Brand Guidebook A comprehensive manual that includes all critical brand elements. This guide ensures consistency across all platforms and media, a crucial factor for brand recognition. To be used by all teams and individuals working on and in your brand moving forward. Visual Brand Design & Logo  Our designer creates a visually stunning logo along with secondary logos, icons, and variations. This service includes a full set of brand guidelines to maintain visual integrity, including fonts, color palette, and styles. Branded Website  A fully customized, responsive website that reflects your brand’s identity and engages your target audience effectively. Includes design, copywriting, and development. Starting at 5 pages. SEO Setup & Web Copy A full audit and setup to optimize every element that

The modern business world has been overtaken by large corporations, hustling to be the most productive and efficient on a mass level. But, what about the small businesses that drive the community and values? The businesses in Colorado that make cities and towns what they are? At Fix & Form, we value businesses small and large, but most importantly strive to help each Colorado small business create branding that resonates.  Why Small Business Branding Matters, Especially in Colorado If you are a business in Colorado or an avid marketing geek, you have most likely heard of the infamous 16th Street Mall landmark rebranding project. In the goal of a transformation to take a landmark and transform it to stay relevant in a rapidly evolving city, the most classic example of change and tradition collided. Even more so, the value of brand strategy become extremely evident. The project that was outsourced of the US created a conflict with the homegrown vibe, look, and feel that wanted to be retained. The businesses that thrive through that kind of shift are the ones with a strong sense of who they are. We learned from this project that no matter the size of your business, without knowing your brand and what anchors you, even a small shift can create monumental outcomes. Especially in Colorado, the balance between keeping up, standing out, all while keeping your foundation in tack creates a challenge. A challenge that branding agencies like Fix & Form can help tackle. Brand Strategy for Small Businesses, Fix & Form Style   If you’re new here, Fix & Form is a branding agency homegrown in Colorado. We are committed to creating brands that resonate with who they are, specializing in human-centered, strategy-first branding. We offer both one-time brand projects, such as brand strategy, naming, logo design, in addition to ongoing monthly marketing plans, including content marketing, social media, email, and more. Our approach is rooted not just in success, but in feeling truly aligned with who you are and the people you serve.  What is Brand Strategy, Really? As Forbes describes it, “A brand strategy is a complete guide, a comprehensive road map that helps outline the details of your business. It includes your brand’s mission, values, vision, target market and needs. A brand strategy is communicated to your team members to help tailor and direct their efforts toward a united goal.” In other words, brand strategy is not just a deck or a deliverable—it’s the connective tissue that links your purpose to your presence. A well-developed strategy answers the essential questions that often go unasked in the rush to market: Who are we here for? What do we stand for? Why does it matter? And how do we show up in ways that are authentic, impactful, and repeatable? At Fix & Form, we see brand strategy as both a reflection and a compass. It reflects the heart of your business, including your beliefs, your story, your ambition, and it points the way forward. By giving your team clarity and alignment, it becomes the invisible force behind every customer experience, marketing campaign, and internal decision. With the right strategy in place, your brand doesn’t just look consistent—it feels grounded, intentional, and unmistakably you. One-Time Branding Projects  Lucky for you, Fix & Form specializes in branding. With over 20 years of expertise, our team is committed to helping you find the balance of evolving and staying true to who you are. Check out our one time branding solutions such as comprehensive branding where together, we bring a wealth of knowledge and human-centered partnership to every phase of the branding process, from initial consultation through to the final launch.  What Makes Colorado Small Businesses Thrive In a state known for its entrepreneurial spirit, local pride, and values-driven living, businesses that lead with authenticity stand out. Beyond that, Colorado is a thriving area for a business-friendly environment, diverse and growing industries, and a strive for community and cultural events. Whether it’s a family-owned service in Englewood or a boutique brand in Boulder, success isn’t just about having a good product but rather having a clear identity, a strong message, and a presence that feels both grounded and aspirational. The small businesses that grow here understand their audience, speak with purpose, and show up consistently. That is exactly what thoughtful brand strategy makes possible and why us here at Fix & Form would love to help you! Highlighting Colorado Small Business Branding Take Odell Brewing Company, for example. What started as a family-owned brewery has become a regional powerhouse—not just because of great beer, but because of a great strategy. Odell built its brand on a foundation of sustainability, employee ownership, and community giving. Their “Charity of the Month” program turns everyday purchases into social good, creating loyal fans who believe in what Odell stands for just as much as what they brew. Another great example of small business branding is The Real Dill’s. Their brand strategy is rooted in authenticity, quality, and community connection. By focusing on small-batch, handcrafted products, they position themselves as a trusted, artisanal alternative in the crowded fermented foods market. Their messaging is playful yet sincere, balancing a fun-loving personality with a commitment to health and sustainability. This clear and consistent brand voice helps them attract and retain customers who value transparency and real ingredients. Further, The Real Dill leverages their Denver roots and local partnerships to deepen community ties, making their brand not just about great pickles but about belonging and shared values. Their strategy aligns product innovation, storytelling, and customer experience, creating a brand that feels both fresh and familiar. Want to Learn More? Interested in learning more about business practices, Fix & Form in general, or connect with us directly? Check out our case studies or send us a message to connect! We look forward to hearing from you and discovering how we can collaborate to create something amazing together!

At Fix & Form, customer relationship management is at the center of what we do. We care about transparent, human-centered relationships. But, what exactly is customer relationship management? Why is it so critical to your business? Why You Should Think Again About Ditching CRM Customer relationship management is similar to marketing in that it is arguably one of the most critical aspects of your business, but perhaps the most overlooked piece to intentionally integrate into your strategy. Even more importantly though, 80% of companies profits come from 20% of its customers. What does this mean? Also known as the Pareto Principle, your ideal clients are most likely going to be bringing in the majority of your profit, hence why targeting and obtaining those customers through customer relationship management is critical.  What is Customer Relationship Management CRM is the process of identifying, attracting, differentiating and retaining customers. CRM allows a firm to focus its efforts disproportionately on its most lucrative clients.  Identifying The most crucial part of marketing, and business in general, is identifying who your audience is. You are not just collecting names and emails, but rather what they value, how they found you and what their needs are. Identifying your audience can look like organizing customer data, segmenting demographics, buying behavior, customer attributes and buying patterns.  Attracting  Next, is attracting your customers. How do they find you? Social media, word of mouth, reminder emails? Attracting your customers means using your target audience you identified and then transferring that into your marketing strategy. Focus on developing a plan that speaks directly to your audience and builds trust from the first interaction.  Differentiating  Differentiating allows you to segment your customers to allow for more efficient business strategy. While your target audience is very important, understanding that even within the target audience every customer can be different with varying needs is even more important. Customer relationship management is heavily focused on tailoring your services and communication to each type of client, ditching the mass messages for meaningful communication and balancing your efforts on the top 20% of clients with the remaining 80% of new leads.  Retaining Retaining customers in customer relationship management is the bread and butter. All three previous steps are useless without retention. Retaining your customers means performing follow-ups, feedback loops, and personal check-ins even after the main service is over. Remember, retaining a client is more cost effective than obtaining new ones. Customer Relationship Management Implementation Outcomes   As you have probably picked up on by now, customer relationship management is not just about collecting emails or sending a thank you for your business here and there. It is about managing the whole customer life cycle. Effectively implementing customer relationship management in your business will lead to multiple positive outcomes that will have you wondering why you didn’t implement them sooner.  Coding  Customers are often coded based on their profitability, which determines how they’re treated. Have you ever called your credit card company, for example, and felt like you got a faster, friendlier experience? That’s not an accident, but rather CRM in action. Companies like IKEA might give all customers a baseline experience, while a luxury hotel customizes a proposal based on your spending profile, hence the top 20%.  Routing  Routing is another key function where less profitable customers may be directed to automated systems, while high-value clients get live reps right away. For example, think about the difference between calling an electrical company and a premium financial service like Charles Schwab. You are likely to get a much more personable experience with Charles Schwab.  Targeting  CRM also drives targeting, where high-value clients receive special offers, perks, or waived fees. For example, cardholders might be getting surprise upgrades or concert tickets, while others may never hear of these benefits. That is the value of identifying and differentiating what the CRM process can lead to.  Sharing Finally, sharing is a behind-the-scenes function, where customer data is distributed across departments (and sometimes even sold to partner companies). Even if you’re new to a company, your buying potential may already be known thanks to CRM systems tracking your activity elsewhere. This can be both a positive thing such as having your preferences set so you do not need to ask for them or a negative thing on the customer side such as airlines having customers labeled as disruptive customers. Limitations of Customer Relationship Management As with everything, there are limitations to customer relationship management. While the benefits often outweigh the drawbacks, here are a few limitations to keep in mind:  Service Discrimination One major issue? Customers don’t like being treated unequally even if the logic is driven by data. In industries where service discrimination is common like airlines, banking, or telecom, customer satisfaction is declining and complaints are on the rise. Where’s the line between personalization and discrimination? When systems are built to prioritize “profitable” neighborhoods or customer types, there’s a risk of replicating something akin to digital redlining. Digital Redlining is systematically underserving certain demographics, whether intentional or not. CRM must be used with care and integrity, ensuring it enhances equity and experience, not just efficiency. Privacy Concerns  There are also growing privacy concerns. Some companies boast about how much they know about their customers, from spending habits to whether you sleep with an eye mask on during flights. Never forget the Target Pregnancy Prediction Case Study, where the business knew a girl was pregnant before her family did. The line between privacy and personalization is also very tight, fueling concerns that can feel invasive rather than helpful.  Quick Change in Habits  While customer relationship management relies heavily on past behavior to predict future value, that isn’t always accurate. A broke college student today might become a high-earning loyal customer tomorrow, but if they’re coded as “low value” now, that relationship may never have the chance to grow. Want to Learn More? Interested in learning more about business practices, Fix & Form in general, or connect with us directly? Check out

Discover how Fix & Form uses AI in business to streamline content creation, enhance market research, and support brand strategy. Learn how intentional AI tools can fuel creativity, clarity, and growth for service-based brands.

Celebrate the inspiring leadership of Anne Gillaspie, founder of Fix & Form, in this heartfelt tribute highlighting her impact as a powerhouse woman in business. Learn how Anne’s human-centered approach, creative vision, and brand strategy expertise have shaped Fix & Form and empowered clients, teammates, and students alike. A must-read for anyone inspired by women in business who lead with purpose and passion.