Having a clear Brand Identity not only helps you promote consistency within your firm, but also targets your ideal audience. People want to support companies with a strong and unique philosophy. We will explore the concepts accounting professionals can use to define your Brand. Connecting with your clients in a meaningful and impactful way.
So… What even is a Brand?
Think of it as a visual and comprehensive mental image that will stick in the minds of your ideal audience. When we think of Levi’s we are evoked with impressions of “Classic American Jeans” or “Cowboy Charm”. That’s the goal of brand identity, installing a vision that perfectly emulates your firm’s core. Your brand identity extends to every aspect of business communication, from marketing to public relations. A strong brand will quickly define who you are and why you stand out.
Accounting Firm Branding
First things first, you will want to define the following three main topics when branding as an Accountant Firm or CPA.
1. Who and what are you?
You’ll want to brainstorm a list of descriptive words that would give your target audience a sense of who you are. Do you want to emulate a company that’s reliable, strategic, accurate, honest, cutting edge, professional, trust worthy or friendly?
These descriptors should not only fit your business but also spark ideas that you can create a visual image around (i.e., Business website, business marketing materials, logo, advertisement and social media images). Having a clear definition about who and what you are will ensure that your firm is consistent in how you represent yourself and the services that you provide.
2. Why do you exist?
Why your business exists will help send an important message to you clients that puts their best interests at the top of your goals. Review your firms mission statement to make sure branding is consistent with its message. This defines your cause and purpose!
Author Simon Sinek explains that people don’t buy what you do; they buy WHY you do it.
Ask yourself what does your company believe? Do you believe in providing a reliable service that’s there for people when they need it the most? Or maybe you’re there for you customers through every step of their financial journey. Dig Deeper to what resonates with you and your firm. If you were in your customers shoes, who or what would you be looking for?
3. Who is your target market?
Everyone can’t be your target customer. You’ll want to get down to the specifics. This means determining your targets demographics (age, location, gender, job title, income and other variables). With the right demographic data, you can make sure your marketing efforts are applying to clients that are going to be interested. You’ll want to take a look at your competitors’ customers. Market research can inform you an accurate look at what clients are looking for in an Accounting Firm, CPA or Financial Advisory Firm.
Whatever it is you do, make an effort to understand your clientele. Are they business professionals, corporate companies (if so what kind?), employees, Owners etc. Whoever you’re trying to target, be realistic about who you want to attract!
Essential and Effective
Branding requires a significant amount of effort. But when you understand your target and brand identity, investing in the right strategy will save yourself time, work and money in the long run. Your brand reflects your firm’s mission and purpose. Helping you accurately communicate with your customers clearly and consistently.
Here at Align Marketing Group we want to help you help others. Building a strong brand is a journey that requires careful planning, strategic thinking, and consistent execution. Align Marketing Group has the expertise and tools necessary to enhance brand identity and make a lasting impact.