S02 E15: How to Build a Brand for Firm Differentiation and Growth

Roman Villard:
All right, we are live with another episode of Accounting Flow. Today we have a bit of a different rhythm. Our guest had to reschedule, so instead of our planned discussion, we’re diving into a topic I’m passionate about—how to build a brand for growth. This will be a preview of a session I’ll be doing at Intuit Connect, so if you’re attending, I’d love to see you there. We’ll expand on the topics I touch on today, but everything will revolve around building a brand identity, why it’s crucial for your practice, and how it can impact your organization. As people start joining, feel free to share your experiences. Let’s dive into the conversation around brand and brand identity.

To give some context, I run a firm out of Boulder, Colorado, called Full Send. We’ve focused heavily on brand from day one, and there are several reasons for that. We’re a CAS practice offering outsourced accounting and finance services, and we also have a data science arm. Effective communication—about what we do and who we do it for—is vital, especially when trying to reach the right target audience.

We also launched Full Send Design in partnership with the branding agency that helped build our brand. From the start, we emphasized brand identity because we saw an opportunity to differentiate ourselves. It’s rare to see accounting firms offering stellar client experiences on their websites, so we wanted to stand out by making our brand as polished and unique as possible. Whether it’s clients onboarding or potential recruits visiting, the focus is on delivering an exceptional experience.

Roman Villard:
Brand identity goes beyond just having a logo and color scheme. It’s about the entire client journey, from the moment they land on your website to when they complete your service. How does that brand experience flow through? Brand identity, in essence, is what you want people to think about your company. On the other hand, brand image is what people actually think of your brand. These two are often misaligned, and a big part of branding is ensuring the two align as closely as possible.

One way to achieve that is by conducting a brand audit. Look for gaps in your messaging and consistency across all touchpoints—whether it’s your website, client onboarding, or marketing collateral. A consistent brand image enhances client trust and perception, which can ultimately affect growth, hiring, and retention.

A few accounting firms do this really well, and they tend to have a solid reputation in the market. They attract clients and recruit effortlessly, which speaks to the power of a well-crafted brand.

So, feel free to drop any comments or questions. I’d love to highlight key points around building a unique brand identity to help grow your firm.

Roman Villard:
When I think about the key elements of brand identity, I consider things like your logo, color scheme, typography, and tone of voice. Are all these elements consistent throughout the client experience? For example, if you invest in new branding, don’t just stop with the logo—integrate that brand across every aspect of your firm’s operations. If your website is clean and modern, but your client proposals look generic, it creates a disjointed experience. Consistency is key to building trust.

Another critical aspect is messaging. If your firm claims to be “tech-forward” and focused on automation, but your onboarding is manual and outdated, that inconsistency will be felt by your clients. It’s all about minimizing those discrepancies between what you say you offer and what clients actually experience.

Choosing the right colors and fonts is also important. For example, most accounting firms use blues and greens, which convey stability and trust. But some firms, like one based in New York, chose red and black for their branding. Historically, red isn’t associated with positive financial performance, but they owned it and made it work. The key is to make intentional, consistent choices that set your brand apart.

Roman Villard:
Typography also plays a big role. Even though it might seem minor, the fonts you choose contribute to the overall feel of your brand. Misaligned typography can create a sense of disorder, which can affect how clients perceive your firm.

If anyone’s interested, I could walk through a live logo design. I often use Canva for everything from social media posts to case studies and logos. Tools like Canva have made the design process accessible, even for those who don’t have a background in design. Engaging the creative side of your brain can be challenging, especially if you’re an accountant, but tools like Canva make it much easier.

Let’s also talk about digital presence, particularly website design. The main goal of your website should be to get prospects to take some action, whether it’s filling out a form, downloading an asset, or requesting a price quote. Clear calls to action (CTAs) that are strategically placed can help funnel visitors toward conversion. It’s important to tailor your messaging around those CTAs to ensure that they align with your ideal client profile.

Roman Villard:
Don’t forget that your website audience isn’t just potential clients. It’s also referral partners, other firms, or potential recruits. These different audiences require different user experiences, so be sure your website accommodates them accordingly. A careers page, for example, should be evident and distinct from other CTAs for prospective clients.

There are many tools available for building a great website. Personally, I recommend Webflow—it’s easy to use, scalable, and SEO-friendly. Other options include Squarespace and Wix, but the key is choosing something that suits your needs and allows for future growth.

Another piece of the digital puzzle is social media. With so many platforms available—LinkedIn, Twitter, TikTok, Instagram—it can feel overwhelming. My advice is to start with one platform, particularly LinkedIn for B2B firms, and focus on consistent messaging that resonates with your target audience.

Roman Villard:
One final point: Your unique selling proposition (USP) should be more than just “we give you peace of mind.” That’s not truly differentiating. Think critically about what you do differently and how you add unique value to your target market. Specialization, niche focus, or an innovative approach to client communication could be what sets you apart from the competition.

I could talk about branding all day, but I want to wrap up with a reminder—always think about the client journey. From the moment they first learn about your firm to when they onboard and eventually move on, make sure that the experience is consistent, seamless, and aligned with your brand.