Marketing Accountancy Practice Marketing Consultant Helen Cox

Personal branding for lawyers and accountants – stand out from the crowd

Whilst it is great that both lawyers and accountants have a thriving industry to set their business up in. The one problem that can come with this is that it can be hard for accountants and lawyers to stand out from the crowd. 

The industry is incredibly competitive and this means that in order to be a success, both lawyers and accountants need to think about their personal branding and how it can have an impact on their place in the market.  

What is personal branding? 

The first place that you are likely to want to start is by asking what personal branding actually is? Your personal brand is pretty much taking a look at your strengths and talents. Then making sure that you are playing to these as best as you can.  

Not only this, but you also need to make sure that you compare your strengths to those that your rivals have. After all, you want to make sure that you find exactly why your customers should choose you over others out there. 

So, why is it important? 

The thing about running a law firm or an accountancy is that people will often need these services through various times in their lives. Therefore, they are industries that are never likely to disappear. But that doesn’t mean that you should ever rest easy and let customers come to you. You still need to work to appeal to your customers and keep new people coming to use your services. 

One of the best ways to do this is with personal branding. This is going to help you to appeal to the clients who are going to want to use your services. Personal branding is going to help you to find the right customers. To make sure that you build value and trust with them. That you can match your own personality with what they are searching for.  

How do you find your personal brand? 

It can be hard to know exactly how to find your own personal brand. Essentially the most important thing to keep in mind is that it is pretty much all about you and being true to yourself. You need to think about what you can offer. As well as what sets you apart from others out there offering a similar service to yours. This means that you need to look deeper into the real reasons behind your business as well as why you do what you do each and every day.  It could also be to do with the way you dress, how you speak to others, how helpful you are, how quickly you respond to questions. In order to pinpoint what it looks like for you, you to need to take a step back and take an objective look at how you might be perceived by others and potential clients. You never want to change who you are. But are there some tweaks that you can make that might help elevate you amongst your competition?

A personal brand is not always about your expertise and knowledge (although your customers may like to see this when they choose you). It is your morals, your personality, what you value as important. All of these things make up what makes you different to other brands out there. Sometimes, it is these things that can set you aside from others that seemingly have exactly the same to offer customers on paper.  

Take a look at some of my other law firm and marketing blogs for professional services firms:

Law firms – blog it like it’s hot

Sweet! Instagram tips for accountancy firms