If you want to grow your accounting firm reliably, you need a consistent stream of high-quality clients. However, in a market flooded with firms offering the same services, that’s easier said than done. To cut through the noise, you need to differentiate your firm. Not just with what you do, but how you show up. Why? Because building a recognisable brand and presence in the marketplace (a.k.a standing out) will help you attract the right clients – the ones who stick around and drive long-term value.
I was recently interviewed by Philippa Haynes, Brand Strategist for Accountants and Bookkeepers, about how to stand out in a saturated industry. Here’s what we discussed.
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What does it mean to stand out?
When we talk about “standing out,” many people think it’s all about visibility or brand awareness. But real differentiation goes deeper. It’s about building an emotional connection with clients – one that tells them they’ve found the right advisor for them, not just another accountant or bookkeeper.
Think of it as a combination of your personal brand, your firm’s brand, and the overlap between what your firm offers and what your ideal clients value most. This intersection is where your firm’s unique identity comes to life, giving clients confidence that they’re in the right hands.
Accounting firms often provide similar services – bookkeeping is bookkeeping, and a tax return is a tax return. But no client ever looked at their accountant and thought, “What a lovely set of year-end accounts.” Instead, clients remember how you made them feel, the way you engaged with them, understood their needs, and made them feel confident in the outcome. Standing out is about rising above the noise so you attract clients you genuinely enjoy working with.
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How does standing out benefit your firm?
Standing out creates a natural connection with the right clients. Too often, accountants focus on attracting as many clients as possible without considering the kind of clients they really want. Or they get stuck in the “What makes me unique?” dilemma, searching for a USP that simply doesn’t exist in accounting. From my 20 years in this profession, I can say confidently that it’s less about uniqueness and more about you, your personality and passions and what you and your firm stand for.
If you don’t differentiate your firm, the only factor clients have to compare is price, which can attract price-sensitive clients who are likely to leave when someone offers a better deal. By standing out, your firm draws clients who value the services you provide and feel a genuine connection to your brand. This creates lasting relationships with clients who are willing to invest in services that support them in meaningful ways.
Standing out also boosts your confidence and self-esteem. I worked with an accountant who preferred working with smaller businesses, the kind that wanted a personal touch and couldn’t get that from a bigger firm. Knowing this, he went to networking events feeling calm and sure of himself, not remotely worried about competing accountants in the room. He knew exactly what he offered and why it mattered to his ideal clients. This confidence extends beyond networking into content creation, sales, and even recruitment.
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How to differentiate your firm
Step 1: Understand what you stand for
Before you can stand out, you need to know what you stand for. Start by looking at your own motivations – why did you start your firm in the first place? Reflecting on this can give clarity to the values that drive your work.
For me, this understanding was personal. I ran for local council to protect a cherished green space in my community – a field that represented environmental care, green space, and community well-being. It was a cause close to my heart, and it motivates my professional journey, too.
Whether you call it your “North Star,” your “why,” or your “purpose,” knowing what you stand for provides a foundation for your brand. It’s what helps you make that all-important connection with clients. This needs to go beyond the obvious answers like “building a pension pot.” Ask yourself: What do you want to be known for? What’s the deeper reason you put so much into your practice?
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Step 2: Use your purpose to guide your firm’s growth
Once you’re clear on what you stand for, use it to build a growth plan that aligns with these principles. Start by defining who your ideal clients are – your client personas – and tailor your services and messaging to speak directly to them. A generic brand promise won’t resonate; real differentiation happens when your brand builds a genuine emotional connection with the clients you want.
At The Accountants Growth Club, our Relationship Manager, Matt, speaks with each member at least quarterly to understand what keeps them engaged and what we’re doing well. Listening to clients regularly has helped us become confident in our unique strengths. For example, our members value the highly personalised experience we offer, with options tailored to each member’s needs instead of large, one-size-fits-all group sessions. You could do something similar by checking in with your clients quarterly or twice a year to see how your firm is doing and get valuable insights.
Every client interaction should reflect what your firm is all about. Whether it’s your website, your marketing materials, or even phone calls, each touchpoint should reinforce your values. Consistency builds trust, and trust is the basis of any strong client relationship. Standing out isn’t about one-off marketing campaigns; it should be woven into the entire fabric of how you do business.
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Step 3: Bring your personality out
Authenticity is essential to standing out, and this means letting your personality show. Many accountants worry that being too “human” may seem unprofessional, but showing personality is what attracts clients who will value you and your firm for being genuine. After all, isn’t that what you want? Clients who stay because of that connection, allowing you to be yourself.
If you’re approachable, let that come across in client interactions. If you’re detail-oriented, make it part of your messaging. When you reveal a bit about yourself – whether it’s a passion for walking netball, your dog, or your openness to discuss complex issues – clients start to see you as a trusted advisor who truly understands them.
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Warning: Avoid negative marketing
There’s a lot of noise on social media, and while it’s tempting to speak loudly to stand out, negative marketing is a major pitfall. I see accountants criticising competitors or even slamming others’ software choices. This approach rarely makes a positive impact; in fact, it can harm your credibility. Clients rarely respond well to negativity, so focus on what you bring to the table and control your own narrative.
Highlight your firm’s strengths without disparaging others. This approach makes your messaging more professional and creates a positive association with potential clients. As soon as you start criticising what others are doing, you lose control of your story. You want people to think of your firm for the right reasons, not because you tore someone else down.
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Stand out with a strong brand
Standing out is about building a strong brand that forms a connection with the right clients. This connection reduces friction in the buying process and makes it easy for prospective clients to choose your firm and stay for the long term. Embrace who you are, build your firm around values you believe in, and bring your clients along on the journey.