Accountants that see themselves as not unlike their peers may not have fully nurtured, or even acknowledged, their own unique and valued difference. They may have concluded that, within certain areas of practice, accounting services are pretty similar from firm to firm.
Try to think of a client, circumstance or challenge that puts you in the zone where your energy and interest peak and where it’s not just about accounting anymore. It’s about solving complex problems, improving someone’s life, providing trusted insight, creating simplicity, delivering the truth when it’s needed or simply communicating empathy. When you are in the zone, you are setting the stage for life long relationships.
You are also setting the stage for a meaningful brand.
Branding step #1: Know yourself.
Branding step #2: Unleash your vision.
Branding step #3: Communicate, clearly.
- Learn how to evaluate and work with a marketing professional. This relationship is about fit and shared vision. It’s also about skill and talent. Your marketing professional’s role is to extract and express the most meaningful aspects of your brand, in a manner that facilitates connections. Your role is to decide whether or not it rings true to you, at every stage in the process.
- Build consistency across your marketing program. There’s no need to reinvent positioning statements and graphics from website to brochure to newsletter. Rather, these materials need to build on each other, in a manner that optimizes their ability to deliver impact.
- Balance the need to stay steadfast and true to your vision with a nimble approach toward fine-tuning your brand, as appropriate, in response to new opportunities or changes in your business environment.
Branding step #4: Deliver on your promise.
- Hire people who share your vision.
- Don’t underestimate the essential role that everyone plays in achieving this vision, from the way calls are answered and meetings are booked to the way that information is shared. Take the time to build your brand internally by sharing your plans, inviting input and noticing when someone gets it just right.
- Don’t assume that you will get the results you want from your team, your processes or your systems. Develop a training program to ensure that you do.