March 12, 2025 — Article
How brand can catapult your firm from mid-tier to top-tier
Switched-on, sophisticated brands attract the best new clients and talent and build sustainable businesses beyond personal reputation, yet many leaders neglect this valuable business asset, mistaking brand for just logo and colours. Moensie Rossier explains.
The accountancy sector is a sea of sameness. From William Buck to Hall Chadwick, RSM, Count, SW, and many more, mid-tier companies blur into one another.
You may think you have the edge, but picture a prospective new client confronted with a vanilla set of corporates, all with a generic set of promises – big enough to matter, small enough to care, get strategic support, make better decisions, achieve your goals. These are supported by forgettable variations in features like tenure, footprint and awards. Not to mention a predictable cluster of values that state the obvious and reinforce uniformity – integrity, professionalism, excellence.
With little choice between the options, a new client may walk through your door more by luck than judgement. So why not make your own luck?
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Read the full article on AccountantsDaily.
Moensie Rossier is Strategy Director & Principal at Principals.
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