In Accounting, does ‘Brand’ make any real economic difference to a non-national, non-regional size firm?
Last week’s bullet covered the subject of ‘Compass Phrases’. Something that keeps you on course all year, long after good intentions have been replaced by commercial realities.
I mentioned that mine for 2025 was ‘Play to Strengths’ and that includes appearance.
For decades, I’ve built a personal brand based on a besuited look. You know, tie that matches the cufflinks, that matches the socks, that matches the pocket square etc. It was how the top accountants dressed as standard, when I first came in.
Times have changed greatly since then and so I thought I’d change with the times. BAD IDEA!
I learned last year that changing that to scruffy sweaters and scruffy beards, has a directly negative impact on my pipeline of new business.
My audience doesn’t want a ‘tech bro’ look from me. They want an upstanding, trustworthy, board level style look from me. It’s what I represent to them; it’s part of the reason they invest in me.
I’m more than happy to oblige this year, because I’m ‘playing to strengths’.
Whether we’re talking about personal brand (what you’re known for) or commercial brand (what your firm is known for), make no mistake, your audience is watching you.
They may not feedback anything to you directly, but they’re watching you and even making buying decisions based on what they see, hear and read about you and your organisation.
So, Step 1 – Be aware of how you’re perceived.
Step 2 – To develop how you’re perceived, watch the recording of The Branding Bullet
Does a strong brand positively influence your bottom line?
Yes it does. It’s good for business.
To your success,
Martin Bissett
