I promise that there is a difference between running a practice and running yourself into the ground.
Many accounting professionals end up completely overwhelmed, and it’s not just because of their work. Oftentimes, it’s because they’re working with the wrong clients.
Building a personal brand attracts the right people and gives you the confidence to say “no” to the ones who drain your time and energy.
Your personal brand is your professional fingerprint. It’s the distinct combination of your values, skills, and personality that makes you memorable and magnetic to clients who will respect your time, pay your fees, and make your work more rewarding.
When clients are choosing between you and the next accountant down the street (or on the next Google page), your brand helps them decide who feels like the right fit. But more importantly, it gives you the power to:
It’s not about being popular. It’s about being clear and selective.
The first step in building a personal brand is defining what makes you unique. Ask yourself:
Knowing the answers helps you build messaging that resonates with the clients you want and repels the ones you don’t.
If you’re working with clients who constantly ignore your advice, resist your process, or expect immediate responses at all hours, it’s not just annoying; it’s a sign that your brand may not be filtering the right people.
Once you define your unique value proposition, craft your content and communications around it. Whether you’re a tech-savvy tax advisor or a down-to-earth bookkeeping coach, lean into what makes you, you. Don’t water it down to please everyone. You’re not for everyone. That’s the point!
If you want inspiration, look no further than a few of the best in the business. These pros prove that a strong personal brand doesn’t mean being “salesy”—it means being clear about who you are and how you help:
What do they all have in common?
They’re consistent, clear, and not afraid to show their personalities, while still aligning with professional standards. Whether inside a large firm or building their own, their brands filter in the right clients and create lasting impact.
Don't worry, you don’t have to become an influencer.
Building a personal brand means showing up in ways that feel natural and aligned with your goals. But the right clients need to see and hear from you before they hire you.
If you stay invisible, you stay underbooked… or worse, stuck with whoever walks through your door.
Here’s how you can increase your visibility:
a. Create a simple, professional website that clearly outlines your services, niche, and personality.
b. Use it to highlight testimonials, certifications, or thought leadership (like blogs or videos).
c. Make your contact process easy and consistent with how you want clients to interact with you.
Does your site feel like a resume? You’re missing out on an opportunity to connect with clients. Instead, think of it as your digital storefront. Show visitors who you are, how you work, and what they can expect.
a. Optimize your LinkedIn profile with a compelling headline, detailed work experience, and client-focused summary.
b. Post content that reflects your perspective, expertise, and approach to client work.
c. Don’t be afraid to show personality. The right clients will appreciate it.
Engage with others, comment thoughtfully on industry topics, and let people know what you stand for. Being active (not just present) helps build authority and approachability.
a. Share insights, tips, or commentary on platforms where your ideal clients spend time.
b. Join groups, podcasts, or virtual events that give you visibility without constant self-promotion.
c. Show up consistently—not constantly—and engage with others in your space.
You don’t have to do it all. Choose one or two platforms where you feel comfortable and where your audience spends time. Then stick with it.
Quick reality check: Personal branding isn’t just for solo practitioners or firm owners. In fact, it can be even more important for those working inside a larger accounting firm.
Yes, you need to align with your firm’s brand, values, and standards. But within that, building your own professional reputation makes a real difference. Your personal brand becomes the “X factor” in how you connect with clients, how they remember you, and which clients ask for you by name.
Here’s why it matters:
You don’t have to be a lone wolf to be memorable. Your personal brand can amplify the firm’s credibility, while making your work-life more rewarding and sustainable.
One of the biggest benefits of a strong personal brand? You’ll stop feeling stuck with clients who don’t respect your time, values, or process.
When your brand is clear and your client experience is intentional, you’ll:
If you dread certain client meetings or wince when their name shows up in your inbox, take that as a signal. A clear brand empowers you to replace the friction with fulfillment.
Letting go of a misaligned client makes room for one who truly values you. And those are the clients who will refer you, stay loyal, and make your workday feel lighter.
Personal branding isn’t about likes or logos. It’s about making your life and your business better.
When you intentionally shape how others experience your expertise, you:
So, take the time to refine your brand. Audit your current messaging, your client roster, and your online presence. Decide what kind of practice you want to build and who you want to build it with.
Your personal brand is the bridge between the accountant you are and the firm you want. Make sure it’s working for you, not against you.
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