{"id":78372,"date":"2020-08-16t12:00:59","date_gmt":"2020-08-16t16:00:59","guid":{"rendered":"https:\/\/48e130086c.nxcli.net\/?p=78372"},"modified":"2020-08-18t07:37:32","modified_gmt":"2020-08-18t11:37:32","slug":"how-to-brand-and-differentiate-your-firm","status":"publish","type":"post","link":"\/\/www.g005e.com\/2020\/08\/16\/how-to-brand-and-differentiate-your-firm\/","title":{"rendered":"how to brand and differentiate your firm"},"content":{"rendered":"

\"\"<\/a>and why it matters.<\/strong><\/p>\n

by marc rosenberg<\/span><\/i>
\nthe rosenberg practice management library<\/span><\/i><\/a><\/p>\n

selling cpa services can be challenging. there are many cpa firms and purveyors of financial services in most markets. many people aren\u2019t entirely sure what a cpa firm is or what it does. it can be difficult for cpa firms to stand out against the competition. that\u2019s where branding comes into play.<\/p>\n

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overarching goal of branding<\/strong><\/p>\n

one of the main goals of marketing is to make it easier to sell. one way to do that is by enhancing the name recognition of your firm. and one of the best ways to do this is with branding.
\n
\nwhen a cpa introduces him- or herself at a networking event and says \u201chi, i\u2019m jane smith of dewey cheatum and howe,\u201d it\u2019s fantastic when someone responds, \u201ci know your firm\u201d or \u201ci\u2019ve seen your name.\u201d the door opens faster because of the instant credibility and recognition you receive. (ideally, the branding is positive!) it\u2019s also a great confidence booster.<\/p>\n

definition of branding<\/strong><\/p>\n

the american marketing association says, \u201ca brand is a name, term, design, symbol or any other feature that identifies one seller\u2019s good or service as distinct from those of other sellers.\u201d<\/p>\n

according to business dictionary, \u201cbranding is the process involved in creating a unique name and image for a product or service in the consumers\u2019 mind. branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.\u201d<\/p>\n

jean marie caragher of capstone marketing, a marketing consulting firm to cpa firms, says, \u201ca brand increases your firm\u2019s visibility, differentiates it from the competition, delivers consistent messages, focuses your marketing program and enhances recruiting and retention.\u201d<\/p>\n

two elements of branding<\/strong><\/p>\n

the physical, visible things like logo, colors, type fonts and letterhead: the consistency of the look and feel of your firm in everything produced, including financial statements, correspondence, reports, websites, social media, brochures, business cards and advertising.<\/p>\n

differentiation: how are you different from other firms? what\u2019s your story? what is your firm known for? the types of clients you do work for? the services you provide? what is your reputation?<\/p>\n

let\u2019s examine each of these.<\/p>\n

elements of a sound branding strategy<\/strong><\/p>\n

    \n
  1. branding components. there is a consistent look to<\/li>\n<\/ol>\n