« Gathering Customer Testimonials | Main | Defining Who You Are and Who You Aren't = Specializing »

April 26, 2008


Feed You can follow this conversation by subscribing to the comment feed for this post.


I really love this concept and will immediately put it into practice with branding conversations with clients. It's a very good point we often pass as we're trying so hard to help clients determine who they ARE. This might be a better way to approach the conversation. I'll let you know how it goes!

Michelle Golden

Marijean, that's a great observation! In my personal life, many years ago, (ahem) when considering qualities of the "man of my dreams" I always said "I'm acquiring a great list of qualities I'm not looking for, but I'm not sure what should be on the list of those I need." Seems kinda similar. :-)

Michael Ramos

A very good editor of mine once said "A book for everyone is a book for no one," and that's proven to be very wise advice. So I agree with your overall idea, and the advice and examples you provide are solid.

But my experience with big firms is different from yours--at least big CPA firms. It's not that bigger firms are loathe to cull their client list. Rather, in order to grow, they acquire other specialties or move into different geographic markets.

So the branding question becomes less about what services the firm provides--they provide many and do it well because that is their grown strategy. Now the branding question moves more to more qualitative issues, like "what do you stand for? The PSH example is good because the differentiation is not about areas of expertise but the firm's attitude and other intangibles.

This is where the CPA firm starts to squirm because the topic is too abstract and maybe because they haven't entirely bought in to the idea that brand has value.

Tim McKey


If OK I am going to "borrow" this from PSH...I love it.Do I need permission or is asking for forgiveness alright?


Verify your Comment

Previewing your Comment

This is only a preview. Your comment has not yet been posted.

Your comment could not be posted. Error type:
Your comment has been saved. Comments are moderated and will not appear until approved by the author. Post another comment

The letters and numbers you entered did not match the image. Please try again.

As a final step before posting your comment, enter the letters and numbers you see in the image below. This prevents automated programs from posting comments.

Having trouble reading this image? View an alternate.


Post a comment

Comments are moderated, and will not appear until the author has approved them.

Your Information

(Name and email address are required. Email address will not be displayed with the comment.)

Read Michelle's Book

  • Michelle Golden: Social Media Strategies for Professionals and Their Firms: The Guide to Establishing Credibility and Accelerating Relationships (Wiley Professional Advisory Services)

    Michelle Golden: Social Media Strategies for Professionals and Their Firms: The Guide to Establishing Credibility and Accelerating Relationships (Wiley Professional Advisory Services)

    A timeless guide to modern marketing strategies: online and off.

    "The most comprehensive guide that I have seen so far."―Joe Bailey, CPA

    "How to execute social-media strategies and the reasons why they work, written at a higher than most level; a must read if you are serious about social networking." —Anthony Provinzino, Farmers Insurance

    "So much more than a run down of the tools....helps you to think strategically about social media by putting in its proper perspective."―Colette Gonsalves, CPA firm marketing director

    "Extremely well organized ... winning ideas for ... firms to develop and maintain non-cookie-cutter marketing programs that are firm-specific and purposeful."―Richard Weltman, Business & bankruptcy lawyer


Find Michelle Elsewhere

  • View Michelle Golden's profile on LinkedIn


Blog powered by Typepad
Member since 04/2005