Brand Identity Comes Ahead of Service Offerings

Jennifer Lee Wilson, owner of ConvergenceCoaching LLC, writing in Accounting Today, says that a firm’s marketing message should not concentrate on a list of services until a brand identity is developed. A brand identity defines your firm in terms of mission, vision, and value. It helps prospects visualize the reasons they will realize more value by using your services. Once this is developed, you can create a written communiqué and set of graphics that express the brand identity. And then you can relate your mission, vision, and value to your specific services. Your brand identity should appear in all your communication instruments.

For more, see Accounting Today, January 10, 2005,

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