I’m not a fan of stale branding & marketing from accounting firms.
Back in the 70’s, 80’s and 90’s, firms followed a formula. They were named & branded after the partners’ initials, they were marketed to clients with in-person networking events and they were promoted to candidates via once a year cocktail gatherings.
But in 2019, we are living in a new world. Not many get this, but here’s an example of a 65 year-old Top 100 US firm that does.
For one, Aprio immediately differentiated itself from the pack by taking on a non-traditional name.
Second, the article talks about why they rebranded themselves away from the name and colours of HA&W, something that had no spunk or pizzaz and feels trapped in the old days, to something with a bit more zip and more in tune with our day and age.
Third, and most impressively, the whole article was actually a sponsored piece of content geared towards millennials looking for accounting jobs.
Those looking for jobs are caught immediately with a catchy headline that differentiates from the others, they then get a sense of the progressiveness of the firm through a well written piece of content and then links to available positions (most of them being remote positions at that).
They certainly tapped into how millennials look for work and what they look for in their employer.
This whole strategy is the right way to promote your firm in 2019.
And with that, let’s get into this week’s Future Firm Weekly Top 5.