With a strong brand, people will find it hard to forget you. It’s still all about connecting with people – and your brand is the heart and soul that makes those connections authentic. Branding – the heart and soul of any businessĭespite the complexities and opportunities that come with going digital, the fundamentals of marketing remain largely unchanged. Working with a professional graphic designer is always the best option for logo design, or you can keep costs down with sites like Dribbble, Logo Gala and Logo Moose. Colour matters – a signature colour can increase brand recognition by 80%. Generally, the best place to start is with your logo, then your other brand assets can be built around it. Otherwise, review your brand assets to ensure they align. Keep your brand, audience, and value proposition top of mind if you’re starting from scratch. Now it’s time to bring your accounting or bookkeeping business to life with a logo, colours and fonts, images, website design, content, and advertising. Create a ‘day in the life’ for each persona – this will prompt you to think about where and when they might engage with your business.Use these insights to inform your buyer persona. Identify your high-value clients – and consider what their key drivers are.Overall, your marketing will be more targeted, persuasive, and effective. When you understand who you’re talking to, it’s a lot easier to have meaningful conversations. More than just age, gender, and location, it’s about deep-diving into motivations, goals, fears, desires, and influences. It’s about finding that sweet spot to help you develop a brand that resonates with people.Ĭreating a buyer persona is about pinpointing your ideal target audience (or audiences) and visualising a single person to represent a group. Search for your competitors on Google, look at their websites, study their social media profiles and read their reviews to work out what they do well – and not so well. You should never copy another brand (trust us, it’s obvious), but you should understand them. Once you’ve got your brand proposition, integrate it with everything your clients see – including your website, ads, and social media content. Use Google’s free Adwords Key Planner to research how people search for accountants and bookkeepers – and consider those keywords when writing your brand proposition. Pick a few options and test out your thinking with family, friends, and clients, then refine your one-sentence brand proposition. Write down what you want to say, then think of all the different ways you could communicate that same message. Your brand proposition should make people feel something, so don’t be afraid to think outside the box. Language and tone are crucial – the words you choose and the way you say them will shape how prospective customers perceive you. The next step is to articulate your brand proposition in a single sentence – what you do better than other accountants and bookkeepers, and why your clients prefer you. Create a brand proposition that describes why your offer is better To get the brainwaves flowing, jot down your answers to these four questions:Ģ. Think of it this way: all accountants and bookkeepers essentially have the same skillset – so why should a client choose to work with you over any other firm? Your brand is not about what you do, but rather why you do it. The first step is to understand what you’re really selling by analysing exactly what makes your firm different to its competitors – and how this helps your clients. Here are a few tips on how to start developing a brand for your accounting or bookkeeping business 1. In a world where customers can access hundreds of products and services with a few keywords and the click of a button, getting your brand right is now even more critical.
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