Katherine Howbrook, Partner at MD Communications, has been featured in an article for ICAEW Insights on whether the accountancy sector is facing an identity crisis in 2023.
Discussing how accountancy firms can brand themselves better, Katherine says:
“Without a laser-sharp focus on brand, accountancy firms risk becoming even more lost in the crowd, competing for new business, losing the war on talent, and losing the trust of the customers and communities they depend on to survive and thrive.”
Katherine then explains how smaller firms fall short on branding because they devote too much time to focusing on website design and not enough time looking at how their brand mirrors their values and understanding how they are perceived by current and future customers and employees.
“Too many firms jump straight into tactics such as website design, social media posts and press releases which aren’t aligned with a brand strategy and don’t have their brand values, or company DNA, running through everything they do,” notes Katherine.
