Your Accounting Firm Has a Brand - Matt Wilkinson & Maggie Antone | Accountant's Flight Plan Podcast

Guess what? You don’t get to choose whether or not you have a brand; you either have a weak brand or you have a strong brand.
That’s just one of the powerful ideas that Matt Wilkinson and Maggie Antone share in this episode of The Accountant’s Flight Plan Podcast. Listen in (or watch) to learn from Maggie, a seasoned branding expert who’s worked with big brands such as Coca Cola, BP, McDonald’s, and World Vision, to name a few. She and Matt created Troika to focus just on branding for accounting firms.
Branding is not something most accountants spend much time thinking about, but if you want to build a firm full of top-notch clients, branding will help you get there much faster.
How does branding actually apply to an accounting firm? For example, here at Poe Group Advisors with our Accounting Practice Academy™ members we measure our referrals and the revenue associated with those clients. Most accounting firm owners tell us that their best clients come through referral. With that in mind, here’s a key question we ask in APA:
“What is the lifetime value of just ONE good referral - one who will last for 15 years?”
Take a look at a past client and do the math. What if you could get more referrals like that? Then consider how your brand will impact a potential client before you ever have a conversation with him or her. If you get a high-quality referral, what is the first thing that prospect is likely to do? They Google you! And if your website (and the brand) isn’t representative of the exceptional service you’re capable of offering then do you still get the call?
Some important parts to highlight
2:00 - How did you transition from marketing into starting this branding company?
8:30 - Why do such large companies invest so much in branding?
10:00 - At what point does an accounting firm need to invest in branding?
15:00 - Do you think a lot of accounting firm branding looks similar because they are copying each other or is there another reason for the similarity?
21:00 - Screen sharing examples of unique branding.
30:00 - If you were an accounting firm owner, and you need a logo - why would you go to an agency and go through the expense?
35:00 - The value of referrals and how branding brings them in.
36:00 - The process of developing a great brand.
40:00 - How strategic marketing decisions will influence the strategic moves you make in the bigger picture of your business.
41:00 - Screen sharing examples of BizInk’s Rebranding process.
53:00 - Book recommendations: Matt - Macbeth, The Tempest, Winter’s Tale. Maggie - The Alchemist, Man’s Search for Meaning. Wild.
57:00 - Find out more about Troika (teamtroika.com/)
Email [e-mail] to get started or if you would like connect with Matt and Maggie.
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Poe Group Advisors: Helping accountants buy, build, and sell exceptional firms.
Poe Group Advisors is the premier accounting practice intermediary firm in the industry.
With over 20 years of experience in the accounting industry Brannon Poe’s work helping certified public accountants in brokerage and acquisitions has made Poe Group Advisors one of the premier consulting firms in the business.
Buying or selling a CPA firm is one of life’s most significant ventures. Qualified buyers looking to buy an accounting firm want to find the right business opportunity and accounting practice sellers want to find the right buyer.
For those looking to improve their firm for long term growth, our expertise can help maximize cash flow, increasing the bottom line and making your firm the best and most profitable that it can be. We offer many resources including Accounting Practice Academy: a community-based, 8-week workshop designed by Brannon Poe for accounting firm owners who want to increase profitability and reduce owner hours. As well as a TOP 50 featured accounting blog, the Accountant’s Flight Plan podcast and books on the issues that matter most: Prepare Your CPA Firm for a Sale , The Unplugged Vacation , and Scaling Your Cloud Accounting Practice to name a few.
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