{"id":1377,"date":"2022-11-21T08:53:56","date_gmt":"2022-11-20T22:53:56","guid":{"rendered":"https:\/\/markholton.com.au\/?p=1377"},"modified":"2022-11-21T09:15:40","modified_gmt":"2022-11-20T23:15:40","slug":"building-a-business-advisory-brand","status":"publish","type":"post","link":"https:\/\/markholton.com.au\/2022\/11\/21\/building-a-business-advisory-brand\/","title":{"rendered":"Building a Business Advisory Brand"},"content":{"rendered":"\n<p>In today\u2019s dynamic accounting market brands are so much a part of our day to day lives that we forget how much we depend on them. Look at successful businesses like McDonalds, Qantas, Air New Zealand and Coca Cola for example. Their brand is well recognised and the market knows what goods and services they offer.<\/p>\n\n\n\n<p>Wikipedia defines a brand using the American Marketing Association definition as \u201ca name, term, symbol or any other feature that identifies a seller\u2019s goods or services as distinct from those of other sellers.\u201d<\/p>\n\n\n\n<p>Whenever I work with an accounting practice my first question is: what is your business advisory service brand name? What is the unique name that you will call your service offering and clients and prospects will readily know what this offering is? Often the answer is \u201cI did not think of that\u201d or \u201cwhat would you call it?\u201d or \u201cwhat do other firms use?\u201d<\/p>\n\n\n\n<p>So much time is spent working on the brand for the compliance side of a practice. When it comes to business advisory it is often too difficult or linked into another totally different service line.<\/p>\n\n\n\n<p>Your business advisory brand sets you apart from your competition. It helps develop your unique selling proposition (USP) and is the link between compliance and reliance.<\/p>\n\n\n\n<p>When a current client witnesses the benefit of your business advisory service and tries to communicate that benefit to their contacts what will they call it? That thing you do with a computer and data projector? This is not good enough!<\/p>\n\n\n\n<p>Successful accounting practices brand well and for good reason. Strong brands help:<\/p>\n\n\n\n<ul>\n<li>Your clients to remember your service offering<\/li>\n\n\n\n<li>Define your practice USP and build client loyalty<\/li>\n\n\n\n<li>Make it easier for current clients to refer you to their friends, family and associates<\/li>\n\n\n\n<li>Communicate what your clients can expect from your practice<\/li>\n<\/ul>\n\n\n\n<p>Many practices assume that a brand is an image, or more simply a well-designed and attractive logo. This is only one part of the branding process. The most important thing to remember is that a brand is an assurance. With a brand, you set client expectations so when someone buys your business advisory service they count on those expectations being fulfilled.<\/p>\n\n\n\n<p>Remember your practice brand is your assurance, not just an image. When you make and keep your commitment to your clients, they will keep coming back and refer you to others.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<blockquote class=\"wp-block-quote\">\n<p>Why not get the ball rolling by taking a complimentary 45 minute Business Advisory Readiness Assessment webinar with me? We will examine where your firm\u2019s business advisory service is at the moment, where you want it in the future, how to get there and who is going to do what. Just reach out to me at\u00a0<a href=\"mailto:mark.holton@smithink.com\">mark.holton@smithink.com<\/a>\u00a0and we can organise a suitable day and time.<\/p>\n<\/blockquote>\n","protected":false},"excerpt":{"rendered":"<p>In today\u2019s dynamic accounting market brands are so much a part of our day to day lives that we forget how much we depend on them. Look at successful businesses like McDonalds, Qantas, Air New Zealand and Coca Cola for example. Their brand is well recognised and the market knows what goods and services they&hellip;<\/p>\n","protected":false},"author":1114,"featured_media":1378,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[60],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Building a Business Advisory Brand - Mark Holton<\/title>\n<meta name=\"description\" content=\"In today\u2019s dynamic accounting market brands are so much a part of our day to day lives that we forget how much we depend on them.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/markholton.com.au\/2022\/11\/21\/building-a-business-advisory-brand\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Building a Business Advisory Brand - Mark Holton\" \/>\n<meta property=\"og:description\" content=\"In today\u2019s dynamic accounting market brands are so much a part of our day to day lives that we forget how much we depend on them.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/markholton.com.au\/2022\/11\/21\/building-a-business-advisory-brand\/\" \/>\n<meta property=\"og:site_name\" content=\"Mark Holton\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Mark.Holton.Speaker\/\" \/>\n<meta property=\"article:published_time\" content=\"2022-11-20T22:53:56+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-11-20T23:15:40+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/markholton.com.au\/wp-content\/uploads\/sites\/398\/2022\/11\/Brand.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1000\" \/>\n\t<meta property=\"og:image:height\" content=\"671\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Mark Holton\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Mark Holton\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/markholton.com.au\/2022\/11\/21\/building-a-business-advisory-brand\/\",\"url\":\"https:\/\/markholton.com.au\/2022\/11\/21\/building-a-business-advisory-brand\/\",\"name\":\"Building a Business Advisory Brand - Mark Holton\",\"isPartOf\":{\"@id\":\"https:\/\/markholton.com.au\/#website\"},\"datePublished\":\"2022-11-20T22:53:56+00:00\",\"dateModified\":\"2022-11-20T23:15:40+00:00\",\"author\":{\"@id\":\"https:\/\/markholton.com.au\/#\/schema\/person\/83f0e2248a201d4023b5702ac256fef6\"},\"description\":\"In today\u2019s dynamic accounting market brands are so much a part of our day to day lives that we forget how much we depend on them.\",\"breadcrumb\":{\"@id\":\"https:\/\/markholton.com.au\/2022\/11\/21\/building-a-business-advisory-brand\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/markholton.com.au\/2022\/11\/21\/building-a-business-advisory-brand\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/markholton.com.au\/2022\/11\/21\/building-a-business-advisory-brand\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/markholton.com.au\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Building a Business Advisory Brand\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/markholton.com.au\/#website\",\"url\":\"https:\/\/markholton.com.au\/\",\"name\":\"Mark Holton - Professional Services Presenter\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/markholton.com.au\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/markholton.com.au\/#\/schema\/person\/83f0e2248a201d4023b5702ac256fef6\",\"name\":\"Mark Holton\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/markholton.com.au\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/71a8ce8646bccbd631b47637f7ea6e84?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/71a8ce8646bccbd631b47637f7ea6e84?s=96&d=mm&r=g\",\"caption\":\"Mark Holton\"},\"url\":\"https:\/\/markholton.com.au\/author\/andreamarkholton\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Building a Business Advisory Brand - Mark Holton","description":"In today\u2019s dynamic accounting market brands are so much a part of our day to day lives that we forget how much we depend on them.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/markholton.com.au\/2022\/11\/21\/building-a-business-advisory-brand\/","og_locale":"en_US","og_type":"article","og_title":"Building a Business Advisory Brand - Mark Holton","og_description":"In today\u2019s dynamic accounting market brands are so much a part of our day to day lives that we forget how much we depend on them.","og_url":"https:\/\/markholton.com.au\/2022\/11\/21\/building-a-business-advisory-brand\/","og_site_name":"Mark Holton","article_publisher":"https:\/\/www.facebook.com\/Mark.Holton.Speaker\/","article_published_time":"2022-11-20T22:53:56+00:00","article_modified_time":"2022-11-20T23:15:40+00:00","og_image":[{"width":1000,"height":671,"url":"https:\/\/markholton.com.au\/wp-content\/uploads\/sites\/398\/2022\/11\/Brand.jpg","type":"image\/jpeg"}],"author":"Mark Holton","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Mark Holton","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/markholton.com.au\/2022\/11\/21\/building-a-business-advisory-brand\/","url":"https:\/\/markholton.com.au\/2022\/11\/21\/building-a-business-advisory-brand\/","name":"Building a Business Advisory Brand - Mark Holton","isPartOf":{"@id":"https:\/\/markholton.com.au\/#website"},"datePublished":"2022-11-20T22:53:56+00:00","dateModified":"2022-11-20T23:15:40+00:00","author":{"@id":"https:\/\/markholton.com.au\/#\/schema\/person\/83f0e2248a201d4023b5702ac256fef6"},"description":"In today\u2019s dynamic accounting market brands are so much a part of our day to day lives that we forget how much we depend on them.","breadcrumb":{"@id":"https:\/\/markholton.com.au\/2022\/11\/21\/building-a-business-advisory-brand\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/markholton.com.au\/2022\/11\/21\/building-a-business-advisory-brand\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/markholton.com.au\/2022\/11\/21\/building-a-business-advisory-brand\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/markholton.com.au\/"},{"@type":"ListItem","position":2,"name":"Building a Business Advisory Brand"}]},{"@type":"WebSite","@id":"https:\/\/markholton.com.au\/#website","url":"https:\/\/markholton.com.au\/","name":"Mark Holton - Professional Services Presenter","description":"","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/markholton.com.au\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/markholton.com.au\/#\/schema\/person\/83f0e2248a201d4023b5702ac256fef6","name":"Mark Holton","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/markholton.com.au\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/71a8ce8646bccbd631b47637f7ea6e84?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/71a8ce8646bccbd631b47637f7ea6e84?s=96&d=mm&r=g","caption":"Mark Holton"},"url":"https:\/\/markholton.com.au\/author\/andreamarkholton\/"}]}},"_links":{"self":[{"href":"https:\/\/markholton.com.au\/wp-json\/wp\/v2\/posts\/1377"}],"collection":[{"href":"https:\/\/markholton.com.au\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/markholton.com.au\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/markholton.com.au\/wp-json\/wp\/v2\/users\/1114"}],"replies":[{"embeddable":true,"href":"https:\/\/markholton.com.au\/wp-json\/wp\/v2\/comments?post=1377"}],"version-history":[{"count":2,"href":"https:\/\/markholton.com.au\/wp-json\/wp\/v2\/posts\/1377\/revisions"}],"predecessor-version":[{"id":1380,"href":"https:\/\/markholton.com.au\/wp-json\/wp\/v2\/posts\/1377\/revisions\/1380"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/markholton.com.au\/wp-json\/wp\/v2\/media\/1378"}],"wp:attachment":[{"href":"https:\/\/markholton.com.au\/wp-json\/wp\/v2\/media?parent=1377"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/markholton.com.au\/wp-json\/wp\/v2\/categories?post=1377"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/markholton.com.au\/wp-json\/wp\/v2\/tags?post=1377"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}