Branding, Not Boring: How One Accounting Firm Spruced Up Its Image to Attract the Next Generation

When you tout yourself as "less boring" than other accounting firms, you'd better be able to live up to that promise. As Perkins & Co. reached its 20th anniversary, the company's 12 shareholders (partners), took a long, hard look at how firm members would not only deliver on that promise, but how they would continue to challenge themselves to be the dynamic, entrepreneurial group of professionals that had taken the Portland, Oregon market by storm.

A strategic plan revealed the need for a fresh image, especially in the face of increased competition in the region and the firm's goals to expand to serve more of the Pacific Northwest. That meant continuing to recruit the most talented professionals who could also earn the rank of shareholder through making significant contributions to the firm by bringing in new business, recruiting new talent, or otherwise helping Perkins better attract and service its client base.

Read the complete case to learn how the firm achieved results including:

• Increased head count by nearly 8%
• Doubled its website visits in 2008
• Attracted a partner with annual expected billings of $500,000-$1,000,000