differentiation differentiation

There are plenty of CPA firms and wealth managers out there, and even with a hard-working and experienced team, it can be hard for a prospective client to determine what makes your firm unique; and the best possible provider for their needs. If you find yourself competing on price, saying ‘yes’ to everyone who inquires and you don’t have capacity to serve your ideal clients, it’s time to clearly differentiate yourself in the marketplace.

We realized we had no plan. We were randomly throwing money at marketing activities hoping they would work before we did a brand study and developed a niche.

No two firms are the same, so make it easy for the right clients to choose you.

How we help with differentiation

Research-Based
Brand Studies

We call it Beyond Brand, because our process isn’t your typical re-brand project. Colors and logos are important, but we’re more interested in shining a light on who your firm is on your best day. Through extensive interview based research, we’ll uncover what your best clients love about working with you, your firm leaders’ vision for the future and what team members think you do best. From there, we’ll develop extensive brand language that is authentic and uniquely you to attract your ideal clients and politely repel those who aren’t a great fit.

Niche Development

Yep, you’ve heard it before, and we’re here to say it again. If you want to work with ideal clients, provide a reasonable and sustainable workload for your team and become a go-to firm. It’s time to niche. We make the process simple by looking for concentrations that already exist within your book of business, and help you go-to market efficiently and effectively to attract more clients in your chosen niche.

Internal
Playbook

Your team members and leaders are all extensions of your firm, and it’s important that everyone understands your brand, position in the marketplace, the type of client you’re looking to attract, and what services you offer. Your brand is only as strong as your team, but not every firm is playing from the same internal playbook. Successful firms bring everyone along as the firm’s identity evolves.

Stand Out
With Service

The way you deliver service brings your brand to life for your clients. You’ve done the work to attract them, and it’s important to follow through on your brand promise. Tailoring your communication style, timing, and methods to your ideal client will make it easy for them to do business with you, while enhancing their experience. For example, serving construction clients who spend time in the field on mobile devices will likely require a different approach than advising retirees who are more available for phone conversations.

Recent Projects

A Win for the

Home Team

Firms are often too modest for their own good. That was certainly the case with a well-respected local CPA firm that knew they needed to do something differently when national players entered their market. While it was a bit unclear from their marketing what made them special, a few conversations with clients quickly revealed this firm’s super powers. Their clients truly appreciated their deep industry knowledge, the support the firm provided their business and excellent guidance delivered with the flavor of a local firm. Their newly developed brand embraces their local sensibility, which ultimately has grown the firm’s national presence and reputation.

Niche
Bootcamp

Developing a niche is so important for CPA firms that MassCPAs asked us to create a program specifically for small firms to find their niche. This summer we’ll be rolling out a Niche Bootcamp for local firms that want step-by-step guidance and feedback from Alison.

Moving Forward
Together

Even the most simpatico firm leaders have their own individual perspective and long term goals when it comes to the firm’s success. And when a firm faces a fundamental change, this can also bring up different emotions among the stakeholders. When partners at a wealth management firm knew they needed a re-brand that would likely result in a very different firm identity, the Beyond Brand process helped all of the partners approach the change more objectively by letting the data guide the outcome. Now they are all proud ambassadors of the new brand!

More On Differentiation

Brand and niching top the list when it comes to challenges facing CPA, wealth management and other professional services firms. That’s why we’ve been asked to present on the topic many times. If your organization supports professional services firms, we’d love to present at your conference or annual meeting on this critical topic.

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We want to hear about your goals!

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