Brand codes: how to make your accountancy practice distinctive
When we ask our clients about their marketing goals and challenges, we often hear they want to differentiate from their competition.
That makes a lot of sense in a sector like accountancy. With a lot of practices providing essentially the same services, how can you show a potential client that you’re the best choice?
Distinctiveness over differentiation
This point was made by marketing science professor Byron Sharp In his 2010 book How Brands Grow.
Make yourself memorable
Another important concept for Sharp is the ‘availability’ of the brand, both physical and mental.
This might all just sound like common sense. Repeat the same images and messages to someone, and they’ll be more likely to remember it. But sometimes, reinforcing brand codes can conflict with another approach – standing out by doing something unusual.