Authenticity, social media and showing up: secrets to success?

Day one of the Branding Theatre at Accountex 2024 was a treasure trove of insights for accountants and bookkeepers seeking to elevate their brands in today's competitive landscape. I didn't manage to attend all of the sessions in person, but thanks to the digital recordings made available to attendees, I've now caught up with everything discussed.

The sessions tackled common challenges like building a personal brand, leveraging LinkedIn,?and navigating marketing as an introvert.?Here are my notes on the key points from each talk,?but if you attended and have access to the recordings (they expire on August 9th!),?I highly recommend watching them in full.

Anyone can be a context creator - an easy session for accountants and bookkeepers

"People buy from people who they know, like, and trust." Samantha Mitcham

Ashley Leeds facilitated a panel discussion with Ben Westerby , Samantha Mitcham FMAAT and Nikolai Naylor . The takeaway messages were that anyone can create content, and the key is to find your own voice and a style that resonates with your target audience. Don't be afraid to experiment!

Given how many accountants are risk-averse introverts, this is a daunting message, but it was reassuring to hear how the panellists had made social media work for them - and in Ashley's words, they were just "normal people!"

Spend less; make more – how to attract, win and retain more loyal customers with customer experience

"Customer experience is the new battleground for brands." Rebecca Brown

Rebecca Brown argued that smaller firms can compete with the rest of the market by focusing on the customer experience. Most thought-provokingly, she suggested that we should all love to learn to receive complaints, as resolving complaints can lead to greater long-term loyalty than if nothing has gone wrong.

Embracing constructive feedback is uncomfortable, but Rebecca is spot on that it's so worth doing.

Brand identity matters – winning the talent game without fees

"Your people are your most powerful brand ambassadors." Rachel Harris

Rachel Harris and some of her team at StriveX ( Annabella Jones ACA , Emma-Jane Howell , and Nive Raj AATQB ) shared how they've created a strong employer brand through authentic storytelling and videos that showcase their company culture. They emphasised the importance of employee advocacy in attracting fresh talent and new clients.

The results speak for themselves. It's still amazing to me that a business has a 'waitlist' for employees, but Rachel has openly spoken about this many times, so she is clearly winning the talent game.

Help! I'm an introvert and I'm scared of marketing!

"Marketing is about communication and building relationships, not just selling." Philippa Haynes

Many accountants struggle with putting themselves out there because they prefer numbers and analytical tasks over marketing. This panel discussion, featuring Philippa Haynes , Claire Owen-Jones , Vicki Banthorpe , and MARK LEE FCA , offered practical tips for introverts to navigate marketing. Coping tips involved choosing marketing activities that align with your comfort level so you stay authentic, building online communities setting realistic expectations, and seeking support from mentors.

In particular, Claire made some great points about leaning into your strengths rather than obsessing over the marketing activities that other people do that just don't fit your personality.

Putting a face to a brand – why your quirks matter to your business

"Don't be afraid to show your true self online. Authenticity builds trust." Francesca McClory

While many people only share their successes online, Francesca McClory FMAAT encouraged sharing the challenges, which can be relatable. She advised consistency with posting, embracing your unique personality, refusing to let fear hold you back and building a personal brand alongside a business brand.

Francesca's talk raised an interesting question: how much of your true self are you prepared to put online in exchange for that brand recognition?

The personal touch – the key to gaining high value clients for your practice

"Obsess over your ideal client. You need to understand them better than they understand themselves." Amanda C. Watts

Amanda C. Watts discussed the importance of mastering your limiting beliefs, putting yourself in the middle of your business model, setting clear boundaries, and prioritising your well-being. She recommended defining your ideal client and tailoring your marketing efforts accordingly.

In the Q&A, Amanda revealed that she is selective about how much of herself she puts online but that everything she does share is genuine. A slightly different take, and perhaps one that resonated more with me.

Shake off the stigma and sizzle on socials

"Focus on engagement. It's even more important than posting your own content." Hilary Lewis

Similarly to Francesca, Hilary Lewis ???? declared that vulnerability was critical to appearing authentic online. She also suggested focusing on engagement, profile optimisation, and leveraging AI tools.

Again, experimentation was recommended. Hilary suggested tracking analytics to understand whether your strategy was successful and what you should tweak.

Building your professional credibility

"Professional credibility is not a one-size-fits-all concept. Find your own unique path to building trust and authority." Alan Nelson

Alan Nelson explained that professional credibility is multifaceted and has four key aspects: business acumen, professional scepticism, ethics and professionalism, and authoritative voice. He emphasised that it takes time but offered practical tips to accelerate the process.

Some of Alan's suggestions included defining your purpose, being aware of independence threats, using data to support ideas, understanding value chains, and volunteering for projects.

There are no quick wins, but credibility should be hard-earned.

?? I'd love to know which messages have resonated the most with you, and if any of the branding lessons from Accountex have inspired you to make any changes.