Every business has an identity, and by that we don’t mean an actual document. It’s something that defines the owner, his team, his firm’s services and his clients collectively. Basically, a branding identity is an abstract amalgamation of all crucial elements that make a firm. A branding identity is the persona of any business, and naturally an accounting firm also needs one.
Quite interestingly, many accounting firms don’t have a branding identity, and if yours is one of them, then you need to wake up and smell the coffee. It doesn’t matter which industry you operate in or how big or small your accounting firm is – having a branding identity will help you market your business in the right manner. Here's why:
You will not always have a perfect set of clients. Some clients will be profitable, some needy and difficult and some downright discouraging. Put out the negative fire by letting go of overbearing or negative clients and taking on only those projects that add value to your firm’s identity.
To ensure this, provide information your prospects really care about. Website, content, collaterals – anything that can help you in creating a better image. With a proper branding identity in place, you will know exactly who your targeted clientele is.
It is easy to hire accountants, bookkeepers and payroll managers. But what is really difficult during the recruitment process is to exactly narrate them why they are here, what type of work do they need to do, etc., etc. Having a brand identity makes the firm appear to be more stable. It makes the recruitment processes a lot faster and smoother, thereby helping in picking the best talent that is out there in the market for your firm.
The most important thing for an accounting firm is to have a stable marketing process across all platforms. This is critical because as a professional service, your purpose is to build trust and given the nature of the industry, you can’t escape this and should have the right resources to promote yourself as a trustworthy supplier. A steady messaging is what ultimately causes the clients to get in touch with you and do business with your business.
Over to you
Having a branding identity just pushes your accounting firm to come across as a reliable supplier. Don’t miss out on all the great business opportunities because of lack of one!