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Joe Woodard joins us for Episode 1 of the Grow My Accounting Practice Podcast! Joe talks about the importance of branding and implementing personal cause in your business.
As an author, consultant, Intuit contractor and national speaker, Joe has trained over 75,000 accounting professionals in areas of practice development, changing technology trends, and how to maximize the use of QuickBooks in their accounting practices. Joe regularly publishes articles for Intuit publications and for Insightful Accountant, and Joe has been featured repeatedly in Accounting Today and AccountingWEB in both articles and in video interviews. Joe is the CEO of the Woodard Companies, which include: Woodard Events, Woodard Consulting, Woodard Network and Insightful Accountant. In 2012, 2014 and 2015, Joe was recognized by Accounting Today as one of the Top 100 Influencers within the Accounting Profession. In 2008, Joe was recognized by CPA Practice Advisor as one of the top 40 up and coming thought leaders under the age of 40.
About 83 – 84% of small business break even and do not make a profit. They all rely on their accountant and bookkeeper to help navigate to profitability.
Branding is the “foundational” important component of building your practice; without it you can grow and pick up new clients, but you’re never going to truly scale your practice in a meaningful or intentional way.
Brand is not about a logo – you have to know your brand before you design your logo. The brand itself is about the story (message) you tell that defines your firm and what your firm stands for within your community. What difference are you trying to make? It’s all about the customers you serve. Be distinguished, be different!
Value proposition – what value are you going to provide to the small business community or individuals that you are servicing? Ask yourself “What is the driving principal that I adhere to in my life?” Once you’ve established that for yourself, you can ask the business question: “how will my business be an extension of that cause?” Combine who you are as a person and what you want your business to achieve – and there you have your vision statement.
If you can solve the pain of the small business owner, you solve the pain of their family and their employees families. There becomes an intersection between your life principle and cause, and your business vision (and technology) which makes a compelling story.
A mission is about a repeatable and measurable task that you can accomplish, measure, and make better. The mission statement is simply how you work towards your vision.
If a vision is a true vision, it will not only establish your brand but out live you (for example, Walt Disney).
Once you’ve found your vision, mission, and purpose, now you can design your logo and your website. Your story is now able to form the visual tools of your company.
The BIG To Do: In your accounting/bookkeeping practice, what do you feel you have a privilege doing? Write them ALL down – that is what helps you define your vision, mission, and purpose.
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