Question

Topic: Taglines/Names

Name For Accounting/bookeeping Firm

Posted by jjdlc2 on 10/17/2012 at 8:51 PM ET 2750 Points
I am starting a new accounting firm that will provide tax preparation, bookkeeping and other accounting services. I would like a professional but memorable name. My last name is Younger which does open up some possibilities.

As a professional, my company name will be extremely important.

Thank you,
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RESPONSES

  • Posted by Jay Hamilton-Roth on 10/17/2012 at 9:12 PM Accepted
    Let's start with the basics:
    - Where are you located?
    - Where will your clients likely to located?
    - Who specifically are your ideal clients?
    - Why would they choose to work with you?
    - What notable credentials to you have that might be important for your clients?
    - Why would your clients want to switch to using you (instead of their existing accounting firm)?

    As for "Younger" - no need to get cute with your name. Keep it professional. While you could use your name, since it may be confusing, my advice is not to use it (unless you're already well known in your community/region).
  • Posted by jjdlc2 on 10/17/2012 at 9:22 PM Author
    Located: Anchorage, Alaska
    Client location: Majority will be in Alaska
    Ideal Clients: Small business needed help, individuals needing tax advice
    Why choose to work with me: I take the time to explain the bookkeeping process to the small business man/woman. I want the average person to understand their taxes and prepare an accurate return. No need to worry about an IRS audit if you have all your documentation.
    Credentials: I have over 14 years of experience and am a Certified Public Accountant (CPA)
    Why switch: Too often a client becomes just a set of number - a tax return or balance sheet/profit loss. I want to work with my clients to get their books in order and to discuss their tax return - not just prepare the work.
  • Posted by Jay Hamilton-Roth on 10/17/2012 at 9:58 PM Member
    Given your specifics, here are some names to consider:
    Anchorage Small Business Accounting
    Anchorage Personalized Accounting
    Anchorage Concierge Accountants
  • Posted by SteveByrneMarketing on 10/17/2012 at 10:09 PM Accepted
    I agree with Jay that using just your last name might be confusing. What's your first name and middle initial?

    If you enter "CPA near Anchorage, Alaska" in a Google "Maps" search, you will see that most of your competition uses their own names for branding - so do most lawyers.

    https://maps.google.com/maps

    If you were to use your first name or initials, you would have the option of clarifying your differentiating benefits of positioning benefits with a tagline.

    For example: "For Complete Confidence In Every Tax Problem" or "Personal Attention, Peace of Mind"
  • Posted by NovaHammer on 10/18/2012 at 4:13 PM Accepted
    Experienced CPA Accounting & Advice
  • Posted by SteveByrneMarketing on 10/18/2012 at 5:55 PM Member
    For an example of using full name and tagline:

    Jonathan J. Younger, CPA
    Comprehensive Accounting, Bookkeeping and Tax Planning

    or the tagline could make a more emotional connection, such as:

    - Worry free Accounting, Bookkeeping and Tax Planning
    - Rest Assured in All Accounting Matters

    or the tagline could emphasize the "teaching" aspect of your practice?

    - Helping Clients to Fully Understand All Accounting Matters
    - A Systems Approach To Organizing and Understand Accounting Matters

    I hope these help in your creative thinking.
  • Posted by SteveByrneMarketing on 10/18/2012 at 6:04 PM Member
    correction:

    A Systems Approach To Organize and Understand Accounting Matters
  • Posted on 10/18/2012 at 7:26 PM Accepted
    If the business is going to be mostly/exclusively YOU, then you could use your full name and a descriptive tagline.

    If you're hoping to build some equity in the business so you can sell it someday, then Jay's approach with "Anchorage" in the name is a better way to go.

    The one thing you do not want to do is get "cute" and risk not seeming professional.
  • Posted by Moriarty on 10/19/2012 at 5:15 AM Accepted
    I am going to weigh in here.

    I agree with M Goodman's approach. I want to expand on that. When i advise businesses - which closely parallels your job - I rarely look at the numbers. Yes, the data is important, more important still are the people who are creating and reading that data.

    Those creating the data are your clients, the one reading it is you.

    The figures don't just come out of nowhere, and your approach tells me that you understand this already. That puts you in the top 10% of bookkeepers even if this is only in terms of service. My last boyfriend (sure, I'm 50) was also a bookkeeper and had no insight whatsoever. To him, the numbers were sterile ranks of lead soldiers just waiting to be knocked over with a marble.

    So: you have something to differentiate yourself. Well, no surprise, that is something you know already. That is something you can put in your tagline, and use everywhere from stationery to Google Maps. If you are using Adwords, you can include it as a sitelink.

    "Looking beyond [behind beneath inside] the numbers [figures/data]"

    Remember that very few people are doing what you are doing. To most bookkeepers, it is just a job they sit down to. Your job is to have a relationship with that person through the medium of their most intimate details - their business figures.

    So: my suggestions. nothing with your name comes to mind save what has been said above. To be quite honest, your name and place are two things that (a) define you and (b) say that you are open and honest.

    Those are real necessities for a job of your kind. I hope this helps!
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