Over the years, Practical Accountant has written about firms’ growing use of mission statements and taglines to describe what a firm is about to potential clients. These marketing techniques serve a number of functions. They may identify the type of clients that the firms are targeting, contain the firm’s philosophy, or define what is unique about the firm. Similarly, we have reported on firms’ use of vision statements and core values for similar objectives.

All of these are designed to help a potential client better understand, and identify with, a firm. Whether intended or not, they are also used as a measuring device by new clients attracted by these statements. They help to set expectations which a new client might utilize as a sort of a satisfaction index to apply to the initial services that it receives.

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