You do not need to have a highly recognized name such as Disney or McDonald to take advantage of a powerful brand in your local market. The key is to send a consistent message about the firm. We can learn a good amount about branding from our corporate friends. They understand that their customers’ loyalty is the true measure of their success, and they focus on building brands that generate long term relationships. Your CPA firm does the same, and much like the laundry detergent and toothpaste manufacturers, your “client satisfaction guarantee” is implicit in everything you do. Never lose sight of the fact that your brand is your reputation and it gives the community insight into your character, your values, the quality of your work and your commitment to employees and clients.
Branding the firm sounds expensive, and indeed it can be. The design work, graphics and logo you select will enhance your image, but it is critical to understand that real branding can only take place when you live your brand every day. The values you hold to, the way you deliver service and the relationships you nurture confirm your reputation and those are the real tools that enable you to create a meaningful brand.