Why brand experience is important for customer loyalty
We hate to be blunt, but businesses and firms with little to no brand presence can be off-putting for clients.
A strong brand will not only stick in someone’s memory but will also communicate values to current or prospective customers.
This goes for all businesses, but especially for accountants. If someone is trusting you with their money, they want to know the firm is reliable and well respected. You can achieve this through branding. Here’s how.
Why brands are essential
In this day and age, anyone can go on Google and search for an accounting firm. All it takes is a click of a button before you’ve landed on a page with every local accounting firm listed. You need to stand out from the crowd and communicate your brand clearly and almost instantly.
Think of it this way: you’ve probably come across an advert that either piqued your curiosity or annoyed you terribly, but they’re the ones you’ll remember. This is why you have to get your branding right. It’s good to be remembered (preferably in a positive light).
How to strengthen your brand
There are many steps you can take to strengthen your brand and retain clients, some of which are more obvious than others.
Having a strong dialogue with your clients is one way of creating a sense of community.
Updating your clients on any developments in your firm will make them feel included and privy to your success.
Engagement goes both ways. By representing your brand as open and communicative, you’re also inviting your clients to share their thoughts with you. This makes them feel valued and will keep them happy and loyal.
A lot of businesses and firms rely on word of mouth as well as strong branding, but they can go hand-in-hand. A customer is more likely to recommend your accounting firm based on positive experiences and personal value.
Consistency is key when it comes to establishing a stable and reliable brand. If you were to change your logo, name or even your website continuously, you’re likely to cause concern.
Whether this is because a client thinks the firm may have changed hands or you’re experiencing financial trouble, you’re giving clients the impression that your firm is turbulent.
A client isn’t going to want to continue working with your firm if they feel as if things may change at a moment’s notice.
Smaller details, such as your website and logo font, can go a long way. If they clash, it can seem a bit jarring and unprofessional.
Focus on your strengths
Your firm’s values and mission should be at the forefront of your branding – they’ll be an introduction to your firm. Whether your clients relate to them is down to them.
So, instead of throwing a large number of services at prospective clients, focus on what makes you stand out. Whether that’s having an approachable and friendly attitude, a certain area of expertise or even something you hold personally important, communicating these will give a clearer picture of your brand and firm as a whole.
At Capium, we offer a comprehensive software package which helps accounting firms like yours make their processes easier and more efficient, allowing you to focus on your branding and marketing.
Get in touch to find out how our software can help your firm.