Adams Brown CPA Firm
Brand Positioning
The Challenge
Adams Brown, a top 100 U.S. CPA and advisory firm, is headquartered in Great Bend, Kansas and serves clients across the Midwest and beyond. With over 300 team members and 20+ offices, the firm provides tax, audit, business advisory, and wealth consulting services.
Adams Brown Wealth Consultants, LLC—a division of the firm—is a Registered Investment Advisor offering integrated investment management, financial planning, insurance, and retirement plan design services. In 2025, Adams Brown launched a strategic initiative to brand, position, and message its new Private Asset Solutions focus area designed for high-net-worth individuals and business owners.
As Adams Brown expanded its wealth advisory division, the leadership team recognized a critical need for clear, consistent, and differentiated messaging. The firm wanted to highlight its CPA-led approach as a unique competitive advantage but lacked a unifying narrative to communicate this effectively.
The challenges included ensuring alignment across CPAs, wealth advisors, and client service professionals, differentiating the new service from national competitors, and creating language that resonated with high-net-worth clients in industries like agriculture and construction.
The Solution
Align Marketing Group was engaged to build a comprehensive brand messaging framework for the new service line. Through a strategic discovery process—including competitive analysis, brand strategy workshops, and leadership interviews—we helped Adams Brown name, define, and position the “Private Asset Solutions” service.
Our team developed a full messaging toolkit that included:
- A clear brand promise: helping CPAs evolve from being their clients’ most trusted advisor into their most complete advisor.
- A service summary that articulated Adams Brown’s integrated 360-degree approach to tax, estate, and wealth planning.
- A unifying tagline: “Our Process is Our Promise.”
- Sales tools and conversation frameworks, including the 3/30/3 rule for quick, mid-length, and long-form messaging scenarios.
The engagement delivered a consistent, client-facing language framework that could be implemented across marketing campaigns, business development conversations, and referral partner communications.
“Align helped us bring clarity and confidence to how we present our integrated wealth and trust services. The Private Asset Solutions name and messaging perfectly captures the comprehensive, high-touch experience we offer to our clients; it’s sophisticated, approachable, and uniquely ours.”
The Results
With this initiative, Adams Brown successfully launched the Private Asset Solutions focus area with a strong and differentiated brand identity. The new messaging framework gave professionals at every level—from CPAs to wealth consultants—a unified way to explain the value of the service, reinforcing trust with existing clients and creating clarity for new prospects.
The firm is now well-positioned as a first-to-market provider of a truly CPA-led, integrated wealth advisory solution. Early feedback from internal teams and external partners has been overwhelmingly positive, with professionals reporting more confidence in articulating the value of the service and more success in opening high-value client conversations.