The challenges of branding a mid-market firm
September 30, 2014

With so many accounting associations out there, it's important for firms to differentiate themselves from the competition. When accounting groups develop a brand and push it on their clients and audience, it allows constituents to better recognize the firms and associate their service, quality and reputation in a moment's notice.

Mid-market associations have an even harder time developing the consistency required for a brand because of how many clients they interact with. However, there are larger companies in a variety of industries that have managed to create their own image and use it to improve their performance and reputation. Accountants can also build up their presence in their market to establish themselves as forces to be reckoned with.

How to make branding work
There are two factors that can assist firms in developing an image so they don't end up wasting their resources on an endeavor with no returns. Mid-market organizations need to focus on client trust and consistent service if they expect any branding to work for them, according to CPA.com.

To build up confidence among patrons, groups need to highlight their values while also showing concern for the specific needs of partners and results. Branding for accounting firms needs to do more than draw in new clients, it needs to reaffirm the decisions of existing patrons to continuously remind them that they made the right decision.

Brands need to transcend individual employees and locations if they're to be successful, added the source. It doesn't help if service is excellent one day then terrible the next. Any discrepancies can make a firm appear unreliable to clients and cost accountants business. Financial reporting and audits need to be of the same caliber every time they're performed, no matter the partner.

An important tool for firms if thoroughly applied
While physical accounting resources are necessary for any firm to succeed, abstract tools can be just as effective. There may not be much of anything corporeal about branding, but it can be a significant asset for any association looking to distinguish themselves.

To work, firms need to implement their branding in every area possible to create an unbroken image people both familiar and unfamiliar with the organization can relate to in some way. Accounting groups need to train employees to deliver the same message and service to everyone in every interaction so the brand can spread, asserted Accounting Web.

Once the targeted audience begins to recognize a brand and relate it to a firm, accountants can enjoy the benefits of clients knowing their services and reputation before people ever walk in through the door or pick up the phone.

Nexus: G-WEBCD1