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SpinDistribute.com Article Directory

The following article was published in our article directory on December 24, 2012.
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The Importance of Accountant Marketing in Your Firm's Brand Strategy

Article Category: Marketing

Author Name: Brian Richards

Accountant marketing is crucial if you want to develop the authority of your firm. Having an accountant in your firm who is popular and well connected in the accounting and financial industry could be beneficial to your organizational growth. Aside from serving as a magnet for clients and excellent employees, an influential accountant can help establish the effective brand strategy of your firm.
Normally, we think of an accounting firm's branding in two scopes - the individual image of the firm's executives and the holistic image of the firm as an organization. However, these primary scopes must not be considered as the same.
For instance, if an accountant leaves your firm to become a member of another firm, they take their individual image to the new organization. The firm's image, on the other hand, is preserved with the organization. Although it might be viewed as simple logic, it could be quite complicated.

Most accounting firms are composed of accountants with strong credentials and connections in their field of specializations. It is also possible that the individual image might distort the organizational image.

This could pose several risks for a firm in its pitch for expansion and growth. Normally, big clients want to discuss business with top executives or the founder itself. Other skilled staff is often disregarded. This process is a potential bottleneck that could slow down progress in the firm. In the same direction, this setting could also happen with excessive accountant marketing. Clients might only want to deal with the influential accountant that could overshadow the image of the firm.

The metaphor of a movie star versus the blockbuster movie is a simple way to ponder about the importance of regulated accountant marketing. Who is the movie star in your firm? The accountant with high influence and specialization or the accounting firm itself? For a start-up firm or a solo practitioner, the movie star technique could be ideal. However, for larger firms who need to grow, it is ideal to adopt the blockbuster movie approach. In order to effectively develop a highly credible accounting firm, it is important to utilize authority marketing to build the whole organization to polish its image and authority.
How can a firm achieve this? There are two primary, crucial considerations to bear in mind.

1. Be proactive in promoting the "blockbuster movie." There are numerous ways that you can follow to promote the authority of the whole firm. This could be reflected in the way each member communicates (such as using "we" instead of "I") and how the firm transact with clients (always designate a team for every deal).

2. Build a team of authoritative accountants. This style is probably the most certain way to prevent the problem of excessive accountant marketing. If you have several accountants, each handling the varied factors in the growth of your accounting firm, you can prevent the scenario of an individual accountant blurring the image of your organizational brand. Your firm could select potential leaders and start to train them. Even if these potential leaders cannot be fully authoritative immediately, the firm's effort will not be put into a trash since it can solidify the brand image of the organization.

Keywords: accountant marketing, cpa marketing, accountant market leadership, cpa market leadership, authority marketing, value pricing, premium pricing, platform

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