Historically, accountancy firms’ branding has played it safe. And fair enough given the need to convey a sense of meticulousness, trustworthiness and security. But the emphasis on precision, consistency and form – while essential to the work itself – also helped create a somewhat one-dimensional image of finance professionals.
These core qualities are as important as ever, but the way firms express them is now changing – fast. In a digital-first marketplace, many practices are discovering that the safest branding choices – the muted blues, the stock photography, the reassuringly generic language – no longer help them stand out. In fact, they may be holding them back.
So a new pattern is emerging. Many of the strongest contemporary accountancy brands no longer present themselves in a traditionally corporate manner. They adopt an approach that’s less formal – not casual or unprofessional, just more open, distinctive and human.
Clients want openness, accessibility and a sense of personality
Clients’ expectations have shifted, with more value placed on clarity, personality and relevance. Business owners research online, compare providers and expect meaningful, personalised advisory support. Against that backdrop, a brand that looks and sounds like everyone else’s no longer cuts through.
Authentic communication
Becoming less corporate doesn’t mean being quirky or informal. It means communicating in a way that reflects the real people, values and perspectives behind the firm. Clients want to understand how a practice thinks, what it stands for and what it’s like to work with its people.
Trust in professional services comes from transparency. Clients want openness, accessibility and a sense of personality. Firms can project authority while still sounding human. Storytelling, a distinct point of view and thoughtful visual expression can all strengthen credibility. Clear, direct communication builds far more confidence than corporate platitudes.
Likewise, connection matters as much as, or more than, credentials. Firms need to demonstrate they can explain complex issues in simple language and show a genuine interest in a client’s goals.
Key traits
High-performing brands consistently display four qualities:
- Honesty, sounding like real people, not professional clichés. They don’t ‘deliver bespoke solutions tailored to your business’. They speak plainly about what they do and why it matters
- Human touch, showcasing real people, real stories and real perspectives
- Flexibility, showing consistency but not rigidity. The goal is a framework, not a straitjacket. Being flexible allows firms to evolve as markets change, services expand and new talent arrives
- Clarity, explaining technical work simply, structuring messages intelligently and removing unnecessary complexity.
The assumption that conservative branding protects credibility is outdated. Being uncorporate doesn’t mean being unprofessional. It means being recognisable for the right reasons. To thrive today, firms need to show up authentically, communicate clearly and embrace the human qualities that have always been at the heart of trusted advisory relationships.
