It's not often you get the chance to chew the fat with someone who's worked with Ford, with Tata, with Levi’s, as well as with numerous other high-end, well-known, well-recognised international brands, and be able to talk to them about what ‘brand’ and accountants have to do with each other. What Philippa Haynes, of the brand and marketing consultancy Insight 101, does brilliantly on this podcast is to unpack two or three deep, key insights that can help you and your firm connect with the messaging around your firm's brand, allowing you to underpin the future success of your marketing, your client loyalty and, arguably, the loyalty of your team. I hope you take some real value from this podcast, which is principally about marketing, but which also encompasses a discussion around ‘brand promise’. Please scroll down this episode page for the contact information for Philippa and for the additional, downloadable resources mentioned in the podcast. |
The Solution:
Everything you see on TV with the advertising of various brands - it's all based on psychology.
For example - Who cares? Boots care. Or if you think about Persil, it used to be dirt is bad, it’s horrible, dirty clothes are horrible, get them in the washing machine, but Persil managed to turn that around and make you realise that actually dirt is good based on a psychological shift in mindset, which is, my kids have had a great day, they've got really dirty but I know that they've been out in nature, they've been on their bike, etc. So they've turned what was a really nasty thing to think about into something really positive.
Now, obviously, we're not talking about brands like Persil or other detergents, but what I'm saying is we are looking at the drivers, the emotional stuff behind the accountants and behind the humans that we can all really tap into, that's the key bit.
You want somebody to say ‘yes, you absolutely understand me. I'm looking at myself in the mirror when I'm talking to you and I need to work with you because you understand me’.
SHOW NOTES
Connect with Philippa
Connect with Paul
Resources relating to this podcast:
During the podcast, Paul and Philippa discuss a client of Philippa's who has a 'no list'. Philippa talks about the importance of brand and how it enables you to have a filter, meaning you can create this ‘no list’ of who you want to work with and who you don't.
Paul compares it to a 'stop doing' list in terms of who you want and don't want to work with, who you want and wish not to recruit and which work you want and don't want to do. He states, "you have to work out what you don't want to do and stop doing it as this can have more of an impact on your future success than what you do want to do.”
Your decisions and actions about what you don’t do with your time matter more than the decisions about what you do.
To read more about the importance of stopping doing the things you don't want to do, click the button below and read the Business Breakthrough report, 'Stop to Succeed'.
Toward the end of the podcast, Paul and Philippa discuss the importance, to both you and your team, of seeing where your firm is headed. If your team don't understand this, they are working blind.
Paul reiterates the importance of this as your team will not feel psychologically safe if they don't see the direction of travel. If they cannot see the future, they will lack engagement and have low trust in you as the business owner and in the future of your firm.
If you want to know more about the importance of psychological safety when it comes to team engagement, loyalty, productivity, staff retention and levels of trust, click the button below to read the Business Breakthrough report discussing the importance of psychological safety.
