Is playing it safe killing your accounting brand?

In a sea of sameness, the only way to get noticed is to be different—

even if it means some people won't like you.

Andrew Van De Beek, known for his bold approach to branding in the accounting industry, believes that playing it safe is the fastest way to be forgotten.

Instead, he advocates for embracing a divisive brand strategy. In this blog, we explore Andrew's philosophy on building a divisive brand, why it works, and how accounting firms can adopt a similar mindset to stand out and succeed.

Andrew sat down with Chad Barnier on the

Statement Brand

podcast to share his take on authentic personal branding and its impact on the accounting industry. This blog captures just one piece of their insightful discussion. Want more?

Click here

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The problem with playing it safe

Playing it safe equals staying invisible

The traditional approach in the accounting industry has always been about playing it safe—staying neutral, avoiding controversy, and generally blending in. Unfortunately, this risk-averse mindset has led to a lack of differentiation.

Without standing out, it becomes nearly impossible for firms to attract the right clients. Many accounting firms end up being "just another option," rather than the go-to firm for a particular type of client.

"If you're not memorable, you're forgettable."

- Andrew Van De Beek

To be memorable, you need to be willing to stand out, even if it means being polarising. The reality is that in today’s crowded marketplace, you can't afford to be everything to everyone.

Why creating a divisive brand works

It’s not about alienation—It’s about attraction

Creating a divisive brand isn’t about alienating people—it’s about being clear on who you are and what you stand for. Andrew argues that when you take a stand, you'll naturally attract clients who share your values and repel those who don't. And that’s a

good

thing.

A divisive brand attracts the right clients

Think about some of the most successful brands, both in and outside the accounting industry. They don’t appeal to everyone, but they do attract a fiercely loyal audience that resonates with their values. By taking a clear position, you filter out those who aren’t aligned with your message, allowing you to focus on serving those who are the perfect fit for your firm.

• Example: Consider brands like Patagonia, which openly advocates for environmental causes. They may alienate some potential customers, but they attract a loyal client base that supports their mission.

• Example in accounting: Firms that have embraced a niche—whether focusing on creatives, startups, or specific industries—find that their bold positioning helps them build deeper relationships with the clients they serve.

Defining your brand values

How to create a divisive brand

To create a divisive brand, you need to be clear on your values and be willing to share them openly. Here are some practical steps:

1. Identify core values

Choose values that resonate deeply with you and your team. These should be values that you are willing to stand by, even if it means turning some people away.

2. Communicate boldly

Don’t shy away from sharing your perspective—even if it’s not for everyone. Your messaging should reflect your values clearly and unapologetically.

3. Take a stand

Align your messaging with your values, and don’t be afraid to take a stand on industry issues. This could mean advocating for a specific way of working, supporting a particular community, or challenging outdated industry norms.

"When you communicate your values boldly, you attract clients who share those values—clients who will stick with you because they believe in what you do."

Key takeaway

: Clear values help potential clients quickly understand if you’re the right fit for them, saving time and ensuring you’re working with those who truly value your services.

Handling criticism and backlash

Criticism is part of growth

Many people fear that being divisive means creating unnecessary conflict. However, Andrew believes that criticism is a natural part of growth. If you’re not getting any pushback, you’re probably not standing out enough.

How to handle negative feedback

• Reframe criticism: Instead of seeing criticism as a negative, view it as an opportunity to refine your message.

• Strengthen client loyalty: Negative feedback often helps clarify what your brand stands for, ultimately strengthening loyalty with the right clients.

Andrew shares his experience:

"The clients who resonate with your message will become even more loyal when they see you stand firm in your beliefs."

Key insight

: Accept that not everyone will love your brand—and that’s perfectly okay. The goal is to build a tribe of clients who do.

The benefits of a divisive brand

Why divisiveness pays off

Building a divisive brand can feel risky, but the rewards are significant. Here are some key benefits:

1. Increased brand loyalty

When you’re clear on what you stand for, you attract clients who share your values—clients who are more likely to stick with you for the long term.

2. Attracting ideal clients

A divisive brand helps filter out clients who aren’t a good fit, allowing you to focus on those who genuinely value your approach and services.

3. Stronger market positioning

In a crowded marketplace, a divisive brand stands out. By taking a stand, you position yourself as an industry leader rather than just another accounting firm.

Real-world examples

• Bold branding in accounting: Highlight firms that have successfully embraced a bold branding approach and how it has positively impacted their business. These firms are not just surviving—they’re thriving because they’ve embraced a clear, divisive stance that resonates with their target audience.

Key takeaway

: Divisiveness, when done with purpose and clarity, creates a strong and loyal client base that shares your values.

Conclusion

Summary of key points

Taking a bold, divisive approach to branding is key to standing out in the crowded accounting industry. Playing it safe may feel comfortable, but it’s the fastest way to become invisible.

Final thought

You can’t please everyone, and you shouldn’t try. The future belongs to those who are brave enough to be different.

Embrace your values, communicate them boldly, and watch as the right clients come to you.