Every once in a while, you need to update your accounting firm’s brand image in order to stay current. After all, it’s important to make sure your branding aligns with your marketing goals. The beginning of a new year is a fantastic time to make some important changes!
While we might already be one month into 2022, it’s still early enough to get started. Here are some pointers and things to keep in mind if considering a rebrand.
Assess your accounting firm’s current brand
How long has it been since you’ve taken a good, hard look at your firm’s brand guide? If you want to update your image for 2022, you’ve got to start by looking at what you have now. Is your current image a bit outdated, with a font that belongs in the early 2000s? What are you communicating to your clients and potential clients through things like your color scheme? (Here’s a helpful guide on the psychology behind different colors if you aren’t certain!) Now might be the time to switch out that old logo and slogan for something that fits your vision for the future of your firm.
Figure out your target audience
Your branding and marketing strategy should be centered around who you are trying to reach. For example, certain social media platforms are going to appeal to different groups of people. You wouldn’t use Tik Tok to reach small businesses – that’s what LinkedIn is for! Your audience should also affect the tone you use in social media posts and across your content. Consider whether potential clients might be attracted to a serious, no-nonsense persona or be drawn in by a more approachable and friendly tone.
Explore new ways to create and share your content
Content marketing is a great way to reach your audience and communicate your brand’s personality and values. This is where you really get a chance to show your potential clients your voice AND the things you care about. For 2022, consider exploring new content marketing avenues. This could include blog writing, creating a Facebook group, or filming YouTube videos. Try to launch some new campaigns across your socials at the beginning of the year as well!
Let your story be your guide
Nowadays, people care about WHO you are just as much as they care about WHAT you are. When it comes to your accounting firm’s brand image, let your story be your guide. Authenticity is important in marketing, and clients are more willing to be loyal to brands they perceive as having genuine voices. Think of ways you can package (or repackage) your brand’s story in 2022 and what content you can create surrounding who you are. This might mean giving clients a glimpse behind the scenes by posting fun profiles of your team members or publishing interesting content surrounding the founding of your business.
Be aware of 2022 marketing trends
To keep your brand current, you’ll need to be aware of current and upcoming marketing trends that will impact your reach online. Some trends to look out for in 2022 include interactive content and increased interest in influencer marketing.
Keep your audience in-the-know
Don’t keep your rebrand a secret! Taking steps to improve your accounting firm’s image is something to celebrate. Create a launch plan if you are using a new marketing channel or changing your logo. Let your loyal clients know via an email update or generate buzz for your new youtube channel by posting video teasers across social media. If you want to go a step further, you can let your audience be involved in the brand decisions you are making. Poll your clients and followers if you’re stuck between three potential color schemes or logos; let past interaction levels with your content dictate what direction you take your branding in the future.
Even small changes can make a big impact when it comes to your accounting firm’s branding. Your brand image can either attract or deter new clients. Take some time at the beginning of this year to consider your goals for your firm and let those goals guide your branding.