Ask Paul – A Look Into the Future Episode 27 - Advisory Box: Selling - Part 1

August 27, 2019 | By Paul Latham
Financial Advisors Accountants

Most accountants have a big problem when it comes to creating a “solid” business brand.

If a business manufactures a “product” (let’s use Coca-Cola by way of example) branding is relatively straightforward. You can immediately visualize the brand image of a Coca-Cola shaped bottle in your head. However, if you are a partner in an Accounting business it is more difficult to create a “solid” brand – in part because the service delivery is so intangible.

Creating an intangible service brand is hard – and ensuring alignment between your brand promise and how you deliver your “product” (or in this case service) is even harder.

Accountants need their team to understand that the service they deliver is their tangible equivalent of the “Coca-Cola shaped bottle.”  How do you make the service repeatable and consistent? How does it keep “coming off your production line” as consistently as a “Coca-Cola shaped bottle"?

Accountants need to use a rational and logical approach to both strengthen their intangible brand asset and deepen client relationships. To achieve that accountants need to align their:

  1. Business Purpose 
  2. Brand Promise (or Value Promise) 
  3. Customer Service Framework 

Next time, we'll discuss how to create your Customer Service Framework. Now, let's take a look at how to create a solid Business Purpose and Brand Promise in this week's LIFT episode below!

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