Create Your Personal Brand

Source: CPA Practice Management Forum

Branding has become a popular strategy among CPA firms. Now accounting professionals are developing personal brands. The idea seems risky to many firm leaders—if staff members create personal brands, they may be more likely to leave the firm. But this may be a necessary risk.

Firms should consider training on personal branding.

Here are some personal branding ideas:

• Determine what differentiates you from other accountants. What engagements have you performed in which you delivered something different from others? Ask your clients their perceptions.
• Develop a personal branding statement such as the following example in this article: "I'm Anne Smith, a seasoned tax professional with a passion for taking the hassle out of tax preparation for small business owners."
• How you dress, how and what you communicate, the condition of your office, your briefcase, your computer, and other tools you use all create an impression on others. Is this impression consistent with your personal brand?
• Having developed a personal brand, you must market it—deliver speeches, write articles, or find other methods of making your distinctive brand (e.g., the best valuation expert in the area) known to others. You must also market yourself inside the firm. This can be as simple a process as having lunch with partners to educate them on your distinctive skills and qualities.
• Your brand should be continually refined and remarketed. Change your habits from time to time, have lunch with different people, or join a different group.

From CPA Practice Management Forum, CCH Incorporated, 800-449-8114, January 2007, p. 9.