Branding for Impact

The Role of Marketing and Branding in Radical Pricing

Accounting isn’t exactly known for its exciting marketing campaigns or groundbreaking branding strategies. Most firms slap their logos on a website, list their services and call it a day. But in a world where pricing models are evolving and value-based services are the new gold standard, marketing and branding are no longer just "nice to have" — they’re central to your success.

Radical Pricing doesn’t exist in a vacuum. It’s not just about ditching the billable hour or coming up with a new pricing matrix; it’s about redefining how your firm presents itself to the world. When you embrace value-based pricing, your marketing and branding need to tell a story that aligns with that philosophy.

Who Are You and Why Should Anyone Care?

Branding is not just a logo or a tagline. It’s the essence of who you are as a firm. It’s what clients think of when they hear your name, and it’s the promise you make to them about what they can expect when they work with you. In Radical Pricing, your brand should scream value, innovation and outcomes.

Does your current branding reflect the fact that you’re not just selling compliance work or ticking off tax forms? Does it highlight the fact that you deliver real, tangible results that make your clients’ lives easier and their businesses more successful? If not, it’s time for a rebrand.

Here’s why branding matters for pricing: People are willing to pay a premium for a strong brand. Think about why someone would spend $1,000 on an iPhone when cheaper options exist. Apple’s branding positions it as innovative, reliable and worth the investment. Your firm’s branding should do the same. When clients see your firm as a trusted advisor and thought leader, they’re less likely to question your prices.

Telling Your Value Story

Marketing is how you communicate your brand and attract clients who are willing to pay for the value you provide. In a value-based pricing world, your marketing needs to focus on outcomes, not hours. This is a mindset shift for many accountants who are used to listing services like tax preparation, bookkeeping and payroll. That doesn’t work because clients don’t care about your services. They care about what those services will do for them.

If your marketing still sounds like, “We prepare accurate tax returns and financial statements,” you’re missing the point. Instead, talk about the peace of mind you provide, the time you save your clients or the financial insights that help them grow their businesses. Your marketing needs to answer the client’s favorite question: What’s in it for me?

For example, instead of saying, “We offer tax planning,” try this: “We help business owners maximize their profits and keep more of what they earn through smart, proactive tax strategies.” See the difference? One is a service; the other is an outcome.