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The Accountants for Growth

What's in a name?

What's in a name?


The name and image of your business is what people use to distinguish you from your competitors. It’s important to create a brand that your clients and prospects will respond to.

There are three elements you need to identify when constructing a brand:


What is the purpose of my business?

Customer Needs

What are my clients looking for?


How do my business values align with my customer needs?


Your business values define the purpose of your practice. It is the pillar stone of your business. Start from the top and work your way down to come to a concise business goal.

Industry’s purpose --> Product/service’s purpose --> Your business’s purpose

Customer Needs

You have to define your client first inorder to define what your clients are looking for you. In other words, who are you trying to help?

Think of this in terms of demographics, for instance, for a B2B business this would look like:

Who (company size & turnover)

What (type of industry & specialisation)

Where (location!)

Once you’ve answered these three key questions you can start communicating effectively to your prospects. While it’s important to use your own industry language in any communications, remember that your clients may be using other keywords to try to find you. You might officially be an Artisanal Lawn Developer but if your ideal client is more likely to search for “landscaper” or “gardener” into a search engine, the fancy lingo won’t help you!  


Your business’s mission statement is essentially a mesh of all the above: it uses the appropriate language, which acknowledges your relevant audience and their needs, by demonstrating how their needs align with your business’s purpose.

Ta da! Your very own brand!


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The information provided in all of our blogs reflects only a narrative of some elements to consider on the topic. The blogs do not contain considered legal or accounting advice and should not be relied upon as advice. Please see our website's terms and conditions for full details of our disclaimer. If you are interested in obtaining advice, please contact us and one of our accountants will be happy and able to advise you on your own particular circumstances.

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