So, you’ve heard the term “brand messaging playbook,” and you know it’s important, but maybe it sounds a little… intimidating? It doesn’t have to be. Think of it like a guidebook that helps you communicate your firm’s personality, expertise, and value consistently. And we all know consistency is key, especially in marketing.
Clients want to work with a firm that speaks to their needs and makes them feel understood. And to do that, you need a solid brand messaging strategy that hits home every time. Creating a brand messaging playbook will keep your messaging sharp, focused, and on-point, no matter where or how you’re communicating.
Before we get into the “how” of creating your playbook, let’s quickly cover why brand messaging is even worth your time. When you get your messaging right, you position yourself as the guide in your client’s journey, helping them overcome their challenges. As Donald Miller puts it:
“When we position our customer as the hero and ourselves as the guide, we will be recognized as a trusted resource to help them overcome their challenges. Positioning the customer as the hero in the story is more than just good manners; it’s also good business.”
Exactly! When you focus on your client’s needs and position yourself as the guide, you’re creating a story they want to be part of.
Now that you understand the fundamentals of it, let’s talk about how to actually create your playbook. You can’t create messaging that resonates unless you know your ideal clients inside and out. Here are some things to think about when mapping them out:
Establishing who they are is the first step. You need to clearly define who your ideal clients are. Are they small business owners in real estate? Freelancers in creative industries? The more specific you can get, the more you’ll be able to speak directly to their needs and wants.
Next you need to ascertain the bad habits that your clients commonly have. Maybe they procrastinate on tax filing, or fail to keep up with bookkeeping? Identifying these habits allows you to position your firm as the solution - helping them avoid consequences like missed deductions or tax penalties.
The next step would be to figure out what your clients dream about. Do they want to grow their business? Maximize their profits? Position your services as the key to making these dreams a reality. Speak to their aspirations, and show how you’ll help them get there.
When creating your brand messaging playbook, it's important to know what your clients think about taxes, bookkeeping, or finances that’s just… wrong? Maybe they think that filing taxes is only a once-a-year thing, or they believe that bookkeeping is just an “expense” with no real return. Your messaging needs to address these misconceptions and provide clarity on how your services add value.
People have all kinds of ideas about what success looks like, especially in the accounting world. Your clients may think success is simply filing taxes on time, but real success goes much deeper than that. Understand the myths and truths about what your clients believe, and use that to shape your messaging.
Now that you’ve gathered all the intel, you need to figure out how to position your firm in relation to your clients’ needs. Are you the company saving them money? The one that helps them plan for future growth? Whatever it is, make sure your messaging speaks to the value you bring, and highlights your firm as the trusted guide to help them achieve their goals.
Alright, so you’ve created your playbook. Now comes the fun part: using it! A playbook is only useful if it’s actually applied, so let’s break down how to use it effectively within your firm.
1. Consistent Client Communication
Imagine showing up to a meeting with mismatched shoes - not ideal, right? That’s what happens when your firm communicates with clients across different channels without a unified voice. One minute you’re formal on email, then all casual on social media. It’s confusing! Your playbook is like your firm’s uniform. It gives you email templates, proposal language, and social media tips to make sure you’re always on-brand and sounding like yourself - trustworthy, approachable, and professional.
2. Attracting Ideal Clients
If you’re not clear about your messaging, your firm risks blending into the sea of other accountants. So, how do you stand out? Your playbook helps you define exactly who your ideal clients are and how you help them. With your messaging dialed in, you’re not just another firm offering the same old services. You’re speaking directly to clients who need exactly what you offer.
3. Employee Alignment and Onboarding
Consistency isn’t just for your clients, it’s important for your team, too! You don’t want new hires giving clients the wrong impression about your firm. Your playbook helps onboard new employees and keeps everyone on the same page when it comes to tone and communication. Whether they’re answering client calls, drafting emails, or updating your website, your team will know how to communicate your brand message, ensuring a seamless experience for your clients.
4.Thought Leadership and Content Marketing
It’s difficult to create content that stands out when you’re unsure about your voice. Your playbook makes it easy to know exactly what to say and how to say it. It helps you generate topics that’ll engage your audience and showcase your expertise, so your firm gets recognized as the go-to thought leader in your niche.
A brand messaging playbook is central to maintaining consistency, building trust, and positioning your firm as the hero’s guide in your clients’ financial journey. It gives you the tools to communicate effectively with your clients, attract your ideal audience, and align your team around one cohesive message.
If you’re ready to create a brand messaging playbook that actually works for your firm, let’s talk about how we can help create one that’s custom made to fit your company.
Remember, your brand is more than just a logo or a website - it’s the way you show up in every conversation, every email, and every post. So, why not make it count?
