A brand is certainly who you are, but do you know who you are? As a business of course! It is easy to come up with a business strategy to gain more market share, generate more customers, make more money, etc. But how much of any of these strategies do you actually publish for the public to see? My guess is ‘none’. Here we discuss a little about trying to figure out who you are and how to brand that concept for the public.
One of the first things to determine is who your customer is and what you do for them. Our customer is any individual, family or small business and we perform audit, tax, bookkeeping and consulting services (at a very high overview). This is a good start, but branding from this little information is near impossible!
As we began to brand our CPA firm, we noticed that the more time we spent describing what we did for our customers, the more we found a common theme in what we do. We realized that we want our customers to succeed in whatever they do. We realized that we measure our success based on our client’s success. That was the beginning of our tagline — Serving Individual and Business Needs. Think about these tag lines and I’ll bet you know a few of the company — Just Do It, Open Happiness, Your potential Our passion.
Branding is more than mere words and even a story. Branding also includes visual work. A logo tells much about a company and what it stands for (by the way, the tag lines above were from Nike, Coke and Microsoft). There’s the Nike swoosh implying foward movement with speed. Leica cameras use a simple red dot with a script letter ‘L’ inside supporting the majestic, German perfection in cameras and lenses.
The logo you see here is our new logo. It represents building success. Everything starts out small and builds. Our relationships with our clients start out small and build. Our business, knowledge and our client’s business all start out small and simple growing larger and more complicated over time.
Our tagline and the story supporting our logo all tell people who we are. After getting this far, the challenge is to quickly and easily explain to someone what this means. Try to do this in no more than four sentences, preferably three or you may lose interest. Keep to the essence of your company. Then, use this concept in everything you do. Use your logo wherever you can. Keep it simple, but consistent.
Companies like Nike, Coke, Microsoft and Leica have been around for a long time. Their story, even though some of their taglines have changed, remains constant. Each one connects to their customer in a way other brands do not.
Achieve this connection, and achieve it simply, and your company will have a brand that represents you and no other.
by David Knoble, CPA, PLLC
Serving Non-Profits, Businesses & Individuals
Rock Hill, SC