Design can give you an unfair advantage, when you do it right!
This was the Corporate Identity of a sole-trader accountant. The name CMA comes from the owners name and the logo was designed by the printer without going through any strategic discussions.
The use of "Ltd" in the logo is a big no-no because it adds no value...who cares if you are a limited company or partnership or sole-trader? But, at least the "C" and the "A" bleed out of the circle which suggests creativity and out of the box thinking.
When we started working with this firm we suggested that although the design was professional it didn't really convey what he was about. So, we started to do some work and picked up that tax savings is a lead service.
We developed some ideas around this but it was felt the designs were too narrow. After a while and by probing we hit the jackpot. We discovered what this firm was really about and managed to capture this in the design. Sales and marketing for accountants is about effective communications and this includes design:
Now, this is an expression of what the firm is about and it works well on the Website to the point where the URL was chosen www.handsonaccounting.co.uk.
We worked on some basic Search Engine Optimisation together and the Website is now in the top three on Google for the search phrase and is generating regular leads. What prompted this post was the firm has just won a client worth £8,000 a year which could rise to £18,000 and the design and branding made it a one-horse race.
It is vital the the experience of the prospect from enquiry to signing up is consistent. The Corporate Identity, Website and way the firm handles enquiries and clients is a powerful proposition.