More than just a logo, your brand is how your accounting firm comes to life. It materializes in every interaction you have both externally and internally. Your brand is the essence of your business identity as interpreted by you, your employees, clients, service partners and the general public. Whether it’s on social media, a website, via email, in face to face meetings, or through any other channel, creating and executing a consistent brand is vital to connecting with your audience.
Whether you are a sole practitioner, or the partner in a mid-size public practice, key elements of a brand include:
- Logo – this is one part of the visual representation of your brand. Proper and consistent use of a logo will help people identify and notice your company. It also helps set you apart from your competitors.
- Brand colours – this is a set of colours that are always used in visual representations of your brand, no matter the platform or material. Choosing and using colours that fit your brand helps to reinforce a unified brand identity and differentiate you from other accounting firms.
- Brand voice – your brand voice helps bring your company’s character, personality and values to life. Establishing a brand voice helps you attract the right clients and employees to your company. Do you want to be seen as professional? Quirky? Fun? Approachable? Trustworthy? Reliable? Your brand voice should reflect the attributes you want to represent while being mindful that it is also reflective of the CPA brand itself.
Think of people’s brand loyalty to companies like Nike or Adidas. Coke or Pepsi. More often than not, people choose “their brand”, a brand they trust and identify with. In the accounting world – whether they be potential employees or clients – it’s just as important to develop a brand that people trust, choose and ultimately stay with.