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Building Your Brand Identity


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Not all CPA firms look like - what makes you different from other firms is what draws clients and potential team members to you. This session will cover different ideas on how to brand yourself personally and as a firm to improve your image in the community and your bottom line.

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Building Your Brand Identity

  1. 1. BUILDING YOUR BRAND IDENTITY Or “How to Not Look like Every Other O.W.G. CPA Firm In 10 Easy Steps”
  2. 2. 2 • Partner with Butler and Company CPAs, PC (affectionately, I’m “And Company“) • AICPA PCPS Executive Committee – 2012 – 2015 • AICPA Governing Council – starting Sept 2015 • 2010 AICPA Leadership Academy Graduate • Been in practice since 2003 • One wife, one son and one on the way • Was a Seattle Seahawks fan WAY before they won (and lost) the Super Bowl • Started doing acrylic painting • Used to host a radio show • Went to Malawi, Africa back in May for a church mission trip Jason Deshayes Quick, who is this guy?
  3. 3. What’s our mission?
  4. 4. 4 Establish how you fit into the CPA market Establish opportunities to showcase YOU Get in front of the right people Stand out as different GAME PLAN ITEM ONE ITEM TWO ITEM THREE ITEM FOUR
  5. 5. 5 Some context, perhaps…
  6. 6. 6 “Approach each customer with the idea of helping him or her solve a problem or achieve a goal, not of selling a product or service.” “Stop selling. Start helping.” Brian Tracy Zig Ziglar Some sage words…
  7. 7. Clients need help as they get older and their businesses transition What happens to a client whose needs outlast their senior CPA’s career? Technology is still a big sticking point with more classical firms More reliance on timely service Less demand for compliance services Increased demand for insights There is still a demand for traditional services Certain markets can sustain more “exotic” services Scan your current client base for untapped opportunities What is the market saying? CPAs aren’t getting any younger Clients are demanding more Services
  8. 8. 8 Thought Leadership You are smart…start sharing your knowledge Develop a Service Process Most firms do not have an unique approach to service that they can communicate Know Your Market Be able to articulate the difference between you and your competitors Target Your Audience Find the people you want to work with and get an audience Be Available Be the person that other advisors can call with questions Calendar Your Appearances Make them regular, especially during busy times Branding Opportunities
  9. 9. Are you aligned with their business philosophy and approach to service? Alignment THINK ABOUT… The Right People Business contacts who play in the same sandbox as you Your Niche Are these people you have (or could have) regular engagement with? Regularity Do they work alongside of you or do you just happen to have the same client? Collaborative
  10. 10. Get introduced to small firm division of the NM Bar Association – do a 30 minute “top ten list” presentation to 20 attorneys May 2012 You never know where it can start….
  11. 11. Attorney brings in new client to our firm - client is a relatively new thriving business in need of a proactive and engaged CPA 2015 Fees - $12,000 May 2015 One of the attorneys at that seminar becomes a pretty straight forward 1120S client – roughly $600 of annual fees January 2013
  12. 12. Client is on a growth plan that will involve multiple locations, allowing us to become the outsourced accounting department and their go-to-person 2016 and on…NOT EVERYONE NEEDS ALL OF OUR SKILLS, BUT THEY NEED ALL OF OUR SERVICE MINDSET
  13. 13. Be boldly self-assured about what you believe in and who you are People trust and do business with other people; not firms Visual branding and name recognition only go so far Figure out what you are passionate about Be able to articulate it concisely to others It is ok to not look like everyone else! Stand out!
  14. 14. 14 Pricing models Ability to service beyond the local geographic market Establishing clear services and delivery timelines Be physically present in your client’s business Purposefully building in client time – not always about producing something though Distinguishers
  15. 15. Increase in revenues from 2013 to 2014 Projected dollars spent on marketing in 2015 New collections in 2015 18% $10k $149k $148k New recurring billings in 2015 Seriously, this all works!
  16. 16. Let’s try it out What makes you unique? How are you different from your competition? Why are people working with you?
  17. 17. 505-821-0893 (w) 505-250-3864 (c) 4811A Hardware Dr. NE, Ste 1 Albuquerque, NM 87109 THANKS!