Growing up as the son of a farmer, branding was literal and meant applying your mark to livestock to show ownership. Of course, more commonly in my adult life, branding refers to more diverse concepts, including how logos may be deployed in advertising. When I talk about Premium Branding for Accountants, I want you to understand that I’m referring to the methods we use to market ourselves, our firms and our services.
Premium Branding fits into my Premium Practice model as the first pillar which is about having real conversations with clients. As such, it has less to do with the visual identity, and more about the greater meaning that we portray to the world. When I am talking to firms about their current brand I like to ask “What are you projecting to your market?”
This projection becomes clear when people ask ‘what you do’. You can say you’re “an accountant” or you can drive the conversation by speaking more specifically about the outcomes and benefits that you provide.
In working with a client on her Premium Brand, we had created a service offering (Packages & Products) which she had translated into a service offer brochure.
When she was asked by a prospect: “How are you different to other accountants” she:
- Showed the packages & products flier; and
- Explained what she did in plain language, speaking in terms of outcomes for the client, rather than reverting to an old conversations about what accountants do.
She found this a comfortable approach which suited her style very well, whilst also impressing her prospect to say “Your the first accountant to explain how you could help me, the rest told me what they did”. Not only did she secure this prospect as a new client, but she experienced a confidence-boosting opportunity instead of feeling the pressure of a sales situation.
What Premium Branding does:
- Clarifies the value you can deliver to your clients,
- Makes you and the team clear on what you deliver
- Projects what your focus is, to your market
Three Steps to Develop your Premium Branding strategy
Use these simple steps to get started on building a Premium Brand for your firm:
- Get clear on what you are offering (Packages & Products)
- Free yourself from day-to-day (Strategic Org Chart)
- Start asking questions of your prospects instead of answering them.
How I help firms develop (& implement) their Growth Strategy
I’m not just an educator, but an accessible mentor who prefers down to earth methods of growing firms. This means that partners get the benefit of “hands on” help when they need it. By ‘being there’ with partners as they define goals and formulate plans, we can overcome small roadblocks as they occur and be proactive in avoiding others.
This is what one client had to say after their 2 day planning session…
“When Andrew advises about Accounting Practice strategy his advice is
underpinned by real life experiences in working at all levels in an accounting firm
from a trainee to a partner. So his advice on strategies is supported by what really
works, why strategies will work in certain markets and not others, as opposed to
relying on third party experiences of successful strategies.
-Garry Pinch, Accounting Professionals
My mentoring implementation programs are for partners and principals who want:
- practical guidance & 24/7 mentor contact,
- strategic guidance from someone who has grown their own practice, and insight into proven methods, and
- help implementing growth strategies, not just generic marketing theory.
2015 Planning Sessions
I’ve created a simple process to get a great overview of what is possible in your practice over the next 12 months.
You can view my availability and book yourself by using the link below.
or copy and paste this link into your browser >> http://www.timetrade.com/book/6SWV1
Alternatively, reply to this email with the biggest growth challenge you’re facing, and I can create a specialised list of my most recent TA’s that will help you on that issue.