One thing all accounting firms and freelance accountants or bookkeepers can agree upon, the competition is fierce. In our modern times, especially with internet business taking more and more of the market share, you MUST find a way to brand your accounting practice so that you set yourself apart from the rest. To help you do that--to market your brand in a way that makes you different--below are some helpful tips:
What Do your Prospective Clients Really Want?
Do you know your value proposition and your client's personas yet? If so, now it’s time to determine what really makes you different. Before you can develop your unique value proposition, you have to ask yourself several questions. The largest, of course, is “What pain do my clients have?” “How can I ease this pain?”
The problem most service industries encounter is that the basic pain points are the same. Eileen Monesson, from BuildYourFirm.com, says, “Although most firms think that they offer something unique, hardly any clearly communicate what really distinguishes them in the market. A close look at accounting firm websites will show that most firms use service as a positioning strategy. Service is not a unique selling position, although the way that you deliver that service could be.” Of course consumers also want an accounting firm that is knowledgeable, fair, and honest. That means every accounting firm will base their brand on these standards and just hope buyers find them first. It also means you don’t actually understand your buyers at all.
Dig Deep into Clients' Personas
What does your client or potential client really want, outside of honest accounting services?
- Swift service
- Fair prices
- Latest technology
Sleeter.com says, "Only 38.8% of small to medium business owners believe their accountant uses up-to-date technology. Over 60% of those potential clients would be thrilled to learn your firm makes a point of using the very best technology. Others may be able to integrate swifter service or lower prices for excellent service into their branding standards, but you could pull out ahead of them with your software programs.
Keep Your Promises
Whatever your specific value proposition may be, you must be sure to keep your promises. In fact, delivering what you promise is how your brand will make the transition between abstract and tangible. If your accounting firm not only uses the latest in technology but also trains small business owners on financial software for bookkeeping throughout the year, make sure users always have a firm grasp on their new technology before letting them go. If your promise to your clients is that you’re always available when they have questions, make sure you continue that service after you have their business.
By developing a value proposition that meets your buyer persona’s specific needs—not just those that lie on the surface—you can set your professional services company apart from the rest. That is how you’ll begin to develop the branding standards that give your company its true identity.
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