Typically we stop to consider our branding when one or more of the following happens:
- A partner retires or leaves the firm.
- We’re moving office.
- We’re merging with, or acquiring, another firm.
- We receive negative feedback from staff, clients or business associates about our image.
About your branding
However, there’s nothing to stop you from reviewing your current branding at any time. In doing so ask yourself the following questions:
- Does the logo look current and modern or tired and outdated? If the latter, is this because of the design, size, wording or perhaps colours which are used?
- Does your branding and messaging reflect the values and culture of the firm?
- Does the logo reproduce well across differently sized mediums, e.g. small business cards to large office signage? Can you achieve a good colour match across the different mediums or does it look like you have various colour options? Also, is the logo still clear when printing in black and white or on small items such as pens and other promotional items?
- What about the fonts you use – whether on your logo, straplines or any written documentation (letters, emails, invoices etc.) do these need updating to reflect a more modern accountancy firm? (Tip – Times New Roman does look very outdated these days!).
Ultimately your branding should reflect the firm you are today and the values you uphold. It should be consistent across all items which are printed or electronic/digital.
It can sometimes feel hard to try and differentiate yourself from your competitors, this is where a strong brand image can make a difference and help you stand out.
Quick Tip
Gather as many branded items as you can from around your firm, especially if you have more than one office. Lay out all of these items on a table and study them.
- Is there consistency in terms of image and messaging?
- Are there variations in the colours used?
- Are different messages being used by different department or offices?
- And ultimately ask yourself what message your branding conveys about the firm.
If you’re not sure what message your branding is communicating, ask your staff and clients. Their feedback will help you identify whether your current logo and messaging is an accurate reflection of the firm you are. If not, you may need to consider revamping your branding or perhaps work harder at being the firm your branding says you are!
If you’d like help with revamping your branding and messaging email me at vicki@momentumforprofessionals.co.uk or call me on 01822 833300.