appearances matter.
by ed mendlowitz
the 卡塔尔世界杯常规比赛时间 practice doctor
branding is part of marketing, but requires you to come up with a unique identity toward your specialty.
more on marketing: how to meet referral sources | 8 considerations with new clients | how to prepare returns for a multiple-year non-filer | how to conduct business valuations and forensic investigations | yes, accountants can perform conflict resolution | offering second marriage assistance | what you need to start a financial planning discussion | tax projections: how and why | how to raise client awareness of services
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tax department branding can be done as part of the overall firm, or separately.
- some branding is to send out a regular newsletter, e-mail alerts, unique issue tax court decisions, and the first to comment on surprise changes.
- have a logo prepared.
- sponsor events that targeted referrers will attend.
- everyone you meet should be made aware of your expertise – not just “taxes” but salt, captive insurance companies, estate planning, not-for-profit tax issues.
- you need a 30 second pitch.
- you need a “short” long-winded exposition of the benefits and advantages of what you do and how you add value in the process.
- you need exposure.
- what you should not do is to provide a long list of your expertise in every facet of taxation.
- position yourself to stand out as “the” tax expert – your tax partners, audit partners and business consulting partners will handle the other aspects of the engagements – but you are the abc tax expert.
- the way you dress is part of your brand.
- so is the case you carry, and whether you leave it in the trunk of your car or carry it everywhere. never leave your work in an unattended auto – there is no security and confidentiality can be lost if the car is stolen or trunk broken into.
- look the part! be the brand!