Branding Troy A. Waugh , CPA, MBA Many accounting firm owners and marketing professionals have been deliberating the concept of branding during recent months.
Most branding efforts end with wasted dollars and little results.
The problem with branding accounting firms, particularly in the middle market, is the lack of consistency from one partner to another. The reason that McDonalds has one of the most successful brands is not because of the gourmet quality of their food. It is because of the consistency of the customer experience worldwide. The potential customer has developed trust in McDonalds that each experience will be similar. In his book, Trust in The Balance , Robert Bruce Shaw says that trust requires integrity, concern and results.