Building a recognisable and popular brand is a key element to succeeding in the modern business world, and it’s no different for accounting firms. Without a strong brand, you won’t stand out from your competition, which will make it difficult to grow your business and expand your client list.
In this article, we’ll advise you on how to build a brand for your accounting business. Our guidance is particularly helpful for newer firms, but can be equally useful for established firms that are undergoing a rebrand. Read on for our top branding tips.
Focus on personal branding
If your firm is a single-person business, building a personal brand is a great way of contributing to the development of your firm’s brand. But how can you build your personal brand?
Establishing yourself as an expert is the first step. Attending training courses and reading industry publications is important for any accountant, but if you’re building a personal brand, it has the added benefit of demonstrating your expertise. Clients and colleagues need to see you as a leading figure in the industry in order for your personal brand to be truly effective.
You can demonstrate your expertise through blogging, contributing to industry publications, and attending (or even presenting at) accounting conventions. However, you need to spread awareness of these actions: social media marketing plays a huge role in developing your personal brand. Post regularly on X (formerly Twitter) and Linkedin to publicise anything you write or any events you attend.
Pick an accounting niche
Finding your ideal accounting niche makes building a brand much easier, because it minimises your competition. Within a specific accounting niche, you’ll only be competing with a few specialised businesses, instead of competing with the entire industry. As such, there are fewer companies you need to differentiate yourself from.
Please note that picking an accounting niche will require you to become an expert in your chosen field, whether that’s accounting for SaaS businesses, medical practices, or cryptocurrency accounting. However, increasing your expertise within a specific field also helps with building your personal brand, as we’ve mentioned above.
Create a brand image and design
A key factor in the strength of your brand is its image. Larger companies might deliberate for weeks about changes to their brand logo or the design they’re associated with, because it can have a huge effect on how your business is perceived.
So whether you’re a new accounting firm or an established one that’s undergoing a fresh rebrand, take the time to design an impactful logo for your brand. You might also want to choose bold or recognisable colours to associate your brand with, to ensure consistency in your marketing materials and signage.
Manage your reputation
You might think that building a personal brand, picking a niche, and creating a recognisable brand image are a one-off task. Far from it: building a strong brand is an ongoing task that requires constant management.
For instance, take online reviews. A potential client’s first impression of your brand might come from online reviews, so it’s important to be aware of what people are saying about you. Try to respond to online reviews where possible and encourage happy clients to post good reviews of you where they can.
Social media creates a similar situation. Engage with clients and industry peers on social media regularly, so that you can better control how people are perceiving your brand.
Building a better brand with INAA
Here at INAA, we unite talented accounting professionals worldwide to help them excel in their careers, navigate the complexities of finance and accounting, and share their enthusiasm for the finance industry with future generations.
With more than 140 members across 50 countries, we represent one of the best opportunities for accounting professionals to share information and learn from each other. So if you’re wondering how to build a brand for your accounting firm, look no further.
If you would like to learn more about how we can help you, visit our official website and apply for your membership today.