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- No, you can’t put a value on a brand. But a brand adds value to your firm.
No, you can’t put a value on a brand. But a brand adds value to your firm.
We don’t talk enough about brands in accounting. flinder is proof that a strong brand can deliver strong results: new business, recruitment, and even our exit were supported by a clear, consistent, and unique brand story.
Alastair Barlow
October 25, 2025
A brand can be defined in many ways.
It’s the way your business and product or service make people feel. It’s what people say about your company when you’re not in the room. It’s a story that connects with and appeals to the prospects you want to engage with. It’s a promise from you to your customers about the experience of working with you.
However you define it, a brand is much more than a logo or colour scheme. These elements are part of your visual brand, sure. But the brand itself is built over time using a consistent brand image, tone of voice, what you do (your capabilities), and how you do it (your culture).
A clear and compelling brand helps an accounting firm stand out in a meaningful way. It communicates mission, vision, and values. It helps win new business, hire the best talent, contributes to a company’s valuation, and can facilitate M&A.
And yet, brand can be a challenging concept to some in the accounting world. It’s both an intangible and invaluable asset.
For flinder, our brand has played a huge role in getting the business where it is today. Here’s an outline of the process we went through to get it right.