I see it all the time in the accounting profession: firms focusing their client messages on a listing of the services that they deliver or the products that they implement.Unfortunately, these listings don't mean as much to clients and prospects as they do to the CPA firm. As a result, they don't compel clients or prospects to act. Instead, to be genuinely successful in your marketing, you must first develop a unique "brand identity" that really speaks to - and compels - your clients, prospects and your team members, too.

Creating your firm's brand

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