The document discusses the importance of branding for businesses. It defines what a brand is as the sum of all tangible and intangible characteristics that make a business unique. A strong brand establishes awareness, improves perceptions of value, and builds loyalty among clients. The key aspects of developing a brand are establishing differentiation from competitors and relevance to the target market. Finally, maintaining consistency across all touchpoints that clients interact with the business, such as marketing communications, is important for building brand equity over time.

1. The Power of Branding
How to transform your business

2. House keeping
No fire alarm tests
planned today
Feedback forms in
your packs
(please complete the survey
before coffee)
Mobile phones on
silent please

3. What is a brand?

4. What a brand is NOT.

5. A brand is not a logo.

6. A brand is not a product.

7. A brand is not a slogan.

8. A brand is not an good ad.

9. What is a brand?

10. Brand;
the sum of all the characteristics, both
tangible and intangible, that makes your
business, service or product unique.

11. A brand promises something to client.
A brand sets client expectations.
A brand meets those expectations in every client interaction and experience.
A brand represents a promise.
The John Lewis Partnership's reputation is based on three
interdependent objectives Partners, customers and profit. Never
knowingly under-sold.

12. Not to be confused with Marketing: you
must have a strong brand position and
promise – no amount of marketing will
attract and retain clients without it.

13. 1. Established awareness and connects to your clients.
2. Improves your image and perception of value
3. Creates preference for your service offerings
4. Increases participation and market awareness
5. Builds positive client perception and loyalty
6. Leads to increased revenue
Why Develop Your Brand?

14. How Do I Create My Brand Story?
1. Differentiation: communication of your
essence and uniqueness
2. Relevance: meaningfulness of your value
to your target market.
3. Esteem: the respect of your target market
to deliver value.
4. Knowledge: experience in the areas your
clients care about.

15. How Do I Create My Brand Story?
Key: Differentiation and
Relevance form the
foundation of building
your brand.

16. Harold Sharpe example dual branding
17

17. What is the downside
of building a brand?

19. What is the upside
of building a brand?

20. It’s what the top end of town
does…..

21. Differentiated brands
get noticed

22. A healthy brand gets everyone singing
from the same song book

23. A healthy brand
provides meaning

25. A healthy brand
saves you money

26. A healthy brand
can make you
money

27. A healthy brand connects you
to your clients
Creating ‘stickiness’

28. A healthy brand
provides a
competitive
advantage

29. TOUCH POINTS
Any point, both tangible or intangible, where someone comes in to
contact with your practice.

30. Stationary
Reports
Newsletter
Office Layout Presentations
E-Mail
Signatures
Invitations
Merchandise
Website
Client Entertainment
Promotional DVD
Press
Releases
Advertising
Employment
Criteria
Logo Design &
Usage
Brochures
Direct
Marketing
Phone Answering Internal Meetings
Programs
Signage Cards
Touch Points
Your Practice

31. Building your brand into IRIS Cloud
Collaboration Solutions

32. Co-branding for IRIS OpenSpace
OpenSpace Features:
 Secure document exchange portal
 Fast & efficient document approval
 e-Checklist integration to IRIS Compliance
Suite
Co-Branded for your clients:
 Make OpenSpace your client portal
 Your Logo
 Your Colour Scheme
 Your Style
 Your tailored email notifications

33. Co-branding for KashFlow Software
 Maintain the look and feel of your website
 Match to OpenSpace branding
 Create a consistent client experience
 Create more interaction with your brand

35. Marketing Support
Benefits
 No need to write material yourself
 Professional, branded assets
 Strengthen your brand
 Targeted content aimed at your client
Includes
 Letter Templates
 Leaflets and Brochures
 Partner Packs
 Banners
 Reception stands

36. Connecting Accountants and Clients
Benefits
 Free directory listing
 Leads generated for you
 Greater online presence
Includes
 Find an Accountant
 High ranking for Accredited Firms
 Details on services offered and
industry specialities

37. Website Branding
Benefits
 Drive traffic to your Website
 Increase enquiries
 Strengthen your brand
Includes
 Content creation and management
 Embedded Log-In to KashFlow
 Demo Video Why Use KashFlow

38. IRIS OpenWebsite
Benefits for you:
 Professional design; template or bespoke
 Increased inquiries
 Strengthen your brand
 Seamless KashFlow integration
 Seamless OpenSpace integration
Benefits for your clients:
 Find the right accountant for them
 Single place to collaborate with their
accountant
 Hub of useful content

39. Summary
Successful branding starts with a Brand Promise based on your Values and Culture. This makes your Brand Strategy.
The next step is to create a unique Brand Identity, followed by marketing to increase Brand Awareness.
The branding process then requires a strong commitment to produce consistent communications over tie, across all touch
points with your clients.
This will create brand Equity – positive perception and a loyal client relationship that is built on trust.
The end result will be real return on investment (ROI)
Differentiate the experience clients
have with your firm
You are selling services not products
The source of your profit is human interactions
How you deliver your service may be more important than the service itself
Experiences are unique. Products aren't.

40. Thoughts for the Road!
Either by design or by default, your practice already has a
brand. Discover what that is...
....Then, ask yourself this question “Do I treat my brand like
and expense, or do I manage it like and asset??”

41. THE POWER OF
BRANDING
One of the few competitive advantages left.

42. Brand or Bland?
It’s your call.

43. Questions?