Thank you for the wonderful job of creating the BatesCarter brand! Exceeding Expectations. Always. really captures who we are and who we strive to be every day. The brand and the collateral materials serve as the foundation for all of our marketing efforts.

J. Ronald Bracewell, Jr. CPA/ABV Managing Partner BatesCarter
Brand Surgery

Brand Surgery. The prescription for a
positive outcome.

Consider the future of your firm if you were to:

  • Differentiate it from competitors.
  • Increase your visibility in the marketplace.
  • Deliver more consistent messages to clients, contacts and staff.
  • Integrate your marketing and communications after a merger.
  • Enhance your recruiting efforts.
  • Focus your marketing program.

Brand Surgery can include:

  • Marketing Audit
    • In-depth client analysis
    • Partner survey/interviews
    • Staff survey/interviews
    • Client survey/interviews
    • Competitive analysis
  • Primary Research Study
  • Brand Positioning Statement
  • Logo/Communications System
  • Brochures and Other Collateral Materials
  • Website

Capstone Marketing can help you utilize your firm’s marketing audit results for marketing plan development for your firm or specific niches. Capstone Marketing can also assist you with special projects involving any of the specific items listed above.

Published articles regarding branding

January 2013 – Building Your CPA Firm’s Brand, CPA Practice Management Forum – Building a brand is a collaborative process.  Read this article that defines branding, reviews the branding process, and provides specific examples.

May 2011 – Building a brand-new brand, Accounting Today – This article, written by Danielle Lee, covers the fundamentals of firm rebranding.

February 2006 – Conveying Your Firm’s Personality, Practical Accountant – Communications materials convey the essence and personality of your firm telling its story in a creative and compelling way.

January 2006 – Practice Profile: Continuing the Legacy, Practical Accountant – Profiling Cotton + Allen, a Capstone Marketing clients, and the development of the firm’s brand.

November 2004 – Creating a New Brand, Practical Accountant – A Revenue Enhancers column about a Capstone Marketing client, Tauber & Balser, P.C., and its new brand.

September 2004 – Not as Jaded as I Think, WebCPA – Howard Wolosky’s column about a Capstone Marketing client, Tauber & Balser, P.C., and its new brand. You can imagine how excited we were about this!

June 2002 – Discover Your Brand With Research, CPA Marketing Report – Sophisticated marketers and their partners increasingly recognize the importance of conducting research before they try to communicate their firm’s brand.

September/October 2001 – Communicating Your Brand Internally, MarkeTrends – A critical component of developing and promoting your firm’s brand is your internal audience – your partners and staff.