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to discover who we are in the marketplace. The steps we would grow. Our entire existence as an accounting
took included the following: firm hinged upon our ability to appreciate our clients’
0 Performed a comprehensive review of our competitors to businesses, both in the sense of recognizing and
understand what they are saying about themselves and communicating their value to us as a client and utilizing
how they are positioning themselves in the marketplace. our resources and expertise to help them grow.
0 Conducted in-depth interviews with employees at all From our investigation findings, we developed a new
levels to capture their understanding and appreciation strategy in which to go to market. It was important to
of the organization’s mission and/or vision, as well as separate from our competition. We did this by highlighting
their go-to-market approach. our ability to appreciate our clients and the approachability
0 Surveyed clients and partners to explore and of our advisors.
understand their perspectives on the strengths and Together with the marketing firm compatriots, we
weaknesses of our organization. began the effort of repositioning our brand in the market
0 Performed a comprehensive review of all our current with the goal of not just promoting what we do, but who
communication materials, including our website, to we are. To “humanize” PKF Texas, the rich history of
understand what we are saying about the firm and how the company was highlighted, along with the unique
we were trying to position ourselves in the marketplace. perspectives and backgrounds of all that work at the firm.
“I really liked the idea that we were going to craft our
The findings were surprising, even to us. After decades marketing strategy based on insights we learned from
in the business of accounting, we came to learn that our our clients, as well as an analysis of our competitive
clients didn’t see us as accountants. landscape,” said Chief Growth Officer Byron Hebert.
They saw us as business advisors. “Through our repositioning effort, we felt better equipped
What did we do with that information? to serve our clients and attract new talent to the firm.”

After a year-long exercise of corporate soul-seeking BRINGING IT ALL TOGETHER
conducted via an extensive investigation process with the A fresh brand story was written. And from that new
marketing strategy firm, we were ready to take our results story, came the idea of our work as the combination of
and put them into action. a little art and a little science. This notion became the
inspiration behind our new branding and website design;
The two main focal points of the process were as follows: who else in the accounting world can boast of such a
0 Developing a Separation Statement, the primary purpose colorful, eye-catching website? We couldn’t wait to see
of which was to develop a document that combined our where these ideas would take us.
learnings from the investigation phase into a one-page Not to say there wasn’t any discomfort along the way;
document that served as a guide in developing our new there was certainly a healthy dose of it sprinkled in with
positioning, messaging (story), and strategy. our excitement over the new brand positioning we were
0 Constructing our Positioning and Messaging which creating. But there is growth in discomfort. Instead of
brought together, in a story, how our organization letting it fester, we took hold of it and pressed forward.
should be positioned in the marketplace. It answered the What did we learn from this? Well, there is an
question of how the experience of working with your accounting term called “goodwill” which refers to
organization should be perceived in the minds of existing an intangible asset that can enhance the value of an
and potential clients. organization due to its brand reputation, customer service,
employee relationships, and intellectual property. So, is
Responses from our clients placed heavy emphasis evaluating one’s brand health through the eyes of one’s
on the personal relationships they have with PKF Texas customers a good idea? We certainly think so!
team members and the way they feel as a result of these The final result was a complete brand overhaul and
relationships. Words like attentive, personable, responsive, successful repositioning in the marketplace, coupled with
valued, approachable, hands-on, and trusted were seen happy clients and growth. Want to know the rest? Visit
throughout the survey responses we received. our new website, and see it for yourself.
We realized that we really weren’t in the accounting If reading this has inspired you to assess one’s brand,
business at all. In fact, we had been in the appreciation we encourage all companies to find a capable partner who
business all along. As a result, the concept of Appreciating will walk them through the repositioning process. The
Your Business™ was born. results will allow one to discover unrealized opportunities
and potential ideas for one’s brand. So go ahead and take
THE STRATEGY OF APPRECIATION that first step. N
What started as the seed of a concept soon sprouted
roots of a brand repositioning. In addition to being one
you-know-what of a double entendre, Appreciating Your For further information, connect with PKF Texas at
Business™ would become the basis on which our brand www.pkftexas.com.

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