Professional Accounting: Brand Development

Any accountant is able to create and successfully develop a brand that effectively appeals to their target audience. Although, in accordance with the analysis provided below for an account posted on his LinkedIn by two professional accountants, LinkedIn is an interactive social network where business people can connect, share ideas, and grow their business. Unlike other social platforms, LinkedIn doesn’t have the monotony of pictures and walls to post whatever you want (Newton, 2013, P13). I reviewed the profiles of Abraham Beren, who works as a senior manager for bookkeeping, payroll and accounting at KPMG Advisory Services Limited. I also reviewed the profile of Mark Kiarie who is a manager over financial accounting at World Wide Fund.

The two personal brands listed in the accountant’s profiles were compared and contrasted. From the comparison and contrast process, there were great similarities and differences within both camps as depicted below (Britain, 2012, p56). As described in KPMG’s website, Mr. Beren’s company emphasizes a lot on providing specialist accounting services, giving legal and financial aid and advice to customers and also helping clients with their financial books. KPMG’s extends their services into corporate finance and transactional services, advisory as well as tax monitoring services. It also offers one –off chances for contracts to customers (Britain, 2012, p56).

Moreover, Mr. Kiarie’s personal brand was also evaluated as it is a World Wide Fund. It had quite a number of similarities with KPMG, some of which, as listed on their website, require the finance manager to give a specialists opinion or advice on financial matters (Humphrey & Lee, 2007, p141). Additionally, the finance manager is also expected to participate in the process of coming up with goals for the company to achieve in the corporate sector, be active in financing projects that benefit the organization (Humphrey & Lee, 2007, p141). It is the role of the finance manager to negotiate contracts that are both beneficial to them and the customers and come up with strategies that help with tax matters. By doing so, it enables the organization to gain more trust and consideration in legal decisions by the customers (Humphrey & Lee, 2007, p141)

There are a few major differences between the two personal brands. Mainly and most obvious is that The World Wide Fund’s objective is majorly nature related while for KPMG, its objective is majorly business minded (Humphrey & Lee, 2007, p141). Another major difference is that KPMG seeks to help business minded person, having one as a client would enable them to boost him as an entrepreneur because of their forward strategies. They would enable him to accurately work out financial records and forecast future trends in business (Humphrey & Lee, 2007, p141). On the other hand, The World Wide Fund is more nature sensitive, and most companies and industries are heading on to a more nature friendly kind of operation. Therefore they would be able to give better financial advice on what areas to invest, tax returns per capita, and accurately determine investment margins.

Taking up my own accounting personal brand would not be an easy choice. Considering the fact that it would have to be a fully-fledged, functioning company with customers, sales, employees, profits and the like (Ward, 2012, p252). An accounting brand of my own making would be quite successful owing to the fact that I would hire under my supervision, a small team of highly specialized personnel. I would ensure that they have the suitable experience in their various fields of work. Through them, ideas would be shared in meetings in which policies and strategies would be charted. The strengths I would have would me my team. Work days start with a motivational meeting in the morning, reminding everyone of the day’s objectives. It would also be wise to encourage them to carry out extensive networking in order to get more customers and ultimately, an edge over our competitors and a big market share (Ward, 2012, p252). Our weakness would most likely be the competition and the overall time it would take to overtake them. This is considerate of the fact that they have established a niche for themselves over previous years while my personal brand would really be the start of something innovative and easy to work with owing to the training I had at The Career Boot Camp by CPA Australia.

References

Britain, G: Competition Commission. 2012. Sector treasury services and butlers: a report on the

completed acquisition by sector treasury services limited of ICAP PLC’s treasury management advisory services business (butlers). The Stationery Office.

Humphrey, C. & Lee, B., 2007. The real life guide to accounting research: a behind the scenes

view of using qualitative research methods. Elsevier.

Newton, S. 2013. The professional’s guide to business development: how to win business in the

professional services. London, Kogan Page.

Ward, K. 2012. Strategic Management Accounting. 1st ed. United Kingdom: Routledge.