Developing a Strong Brand - The Mark of a Next Generation Firm

Tuesday, 24 April 2012 11:24

Written by Wade Schultz

The design (look and feel) of products is incredibly important to today’s consumers—even as important as functionality. Just look at Apple. It’s no longer enough that Apple products (computers, iPod, iPad, iPhone, etc.) are high quality; they must also be aesthetically pleasing. How a product makes a buyer feel is all part of the brand, which is why today more than ever it’s critical to consistently develop a strong brand image.

This is no less true for an accounting firm. Your brand speaks to who you are and the value you offer clients. Your brand is comprised of every interaction (or communication) you have with a client or prospect—and be aware that you communicate on many levels, not just in person. For example, your website, marketing material, exterior signage, and interior office all convey a message about your brand and help to develop the “feel” of your practice. If you’ve not taken the time to develop these items, your brand could be one that conveys a feeling of not caring, bad design, and poor customer service.
 
How do you develop a strong brand? First, make the decision to invest the effort, and that means employing an experienced branding agency to help you in your efforts. Typically, branding begins with a great logo—one that clearly represents your firm proudly. Your website should follow, as it is the new front door to your office. The majority of prospects do search for professional services via the web these days, so you want to make sure your web presence is strong. From there you can work on signage, marketing materials, and your interior office. Remember, every interaction you have with clients and prospects should distinctly represent who you are, what you do, and who you serve.

There are many elements that make up a strong brand, so be sure to think through each and every one.