How did we get here?

The accounting industry used to be defined by technical expertise and long-term client relationships. That’s changed. The market is more competitive than it’s ever been, and offering a high-quality service is now only half the equation. Clients don’t just want someone who can manage their books. They want a firm and a founder they feel connected to. They want a brand that feels human.

For accountants, this shift has created a new challenge. You work hard, you deliver great results, yet it can feel harder than ever to stand out. Your expertise can be overshadowed by people who simply market themselves better, even if their service isn’t anywhere near yours. It’s frustrating. At times it feels a bit like cheating.

So the question becomes: how do you build a brand that feels human, authentic and approachable, without feeling manufactured or uncomfortable?

Rachel Harris, founder of StriveX and Accountant_She, answered that question long before her firm took off. When she started her practice from her dining table, she made visibility and connection a priority. That decision shaped everything that followed. Today she runs a multimillion-pound firm built on personal branding, smart content, and a willingness to evolve.

Her story is about more than attracting clients. Her personal brand has become a pipeline for talent as well, which is especially important given how tight the talent market is. A strong, clear brand doesn’t just boost visibility. It supports growth, improves retention, and builds long-term loyalty. Rachel gets there by sharing her missteps openly, learning quickly and adjusting in real time.

Her journey gives accountants, firm owners and professionals a practical roadmap to modernise without losing who they are.

Below are five lessons from Rachel’s experience that will help you define your brand, engage the right clients and stand out in a crowded market. If you want more, check out the Statement Brand podcast episode with Rachel.

1. Personal branding for accountants: standing out by being yourself

A lot of accountants feel uncertain about personal branding. The old stereotype that accountants should be serious, quiet and technical created the belief that showing personality was unprofessional. But the way clients choose an accountant has changed.

Rachel proves that showing who you are is your biggest advantage. Your values, tone, style and approach are what make you memorable. Personal branding isn’t about appealing to everyone. It’s about appealing to the clients who are the best fit for you. The clearer you are on who you’re trying to attract, the easier it is to create content and services that speak directly to them.

Many accountants try to tone themselves down in an effort to look “professional”. But the reality is that specificity attracts. When you’re clear about who you are, you attract clients who value that. And when you attract the right clients, you deliver better work, charge appropriately and enjoy the relationship more. It also helps you hire the right team because people are drawn to firms where the values are easy to understand.

Action: Start unpacking your personal brand

• Identify your core values. Pick three to five that matter to you and make them the backbone of your brand.

• Map your strengths. What do you do exceptionally well? Keep this front and centre.

• Decide how you want to be perceived. Choose the qualities you want clients to associate with your name.

• Define your style. Think about your tone, language, visuals and the way you communicate.

• Test and refine. Share content, watch how people respond, and adjust as you go.

2. Memes and relatable content: bringing humour into the profession

Using memes or humour might sound unprofessional at first, but Rachel has shown how powerful this can be. By adding humour, personality and pop culture references into her content, she makes accounting feel more accessible. People engage because they feel understood.

Her content works because her humour matches her audience. If her clients love Love Island, so does her content. She connects with them in a way that feels natural and grounded.

Humour doesn’t need to be forced. You don’t need to copy anyone else’s style. Focus on what you enjoy and what your clients already respond to. Relatable content helps break down the barrier between “accountant” and “real person”. That’s where trust is built.

Action: Find the sweet spot between interest, relevance and timing

The best content lives where three things overlap:

• What you enjoy

• What your clients enjoy

• What’s relevant or trending right now

This is where content becomes fun, shareable and memorable.

3. Fail fast and learn quickly

Rachel’s approach to content is simple: experiment, learn and adjust. In accounting you’re trained to avoid mistakes, so the idea of failing on purpose can feel uncomfortable. But social platforms shift constantly. What works today might not work tomorrow.

The only way to keep up is to try things, let some of them fail, and learn from each attempt. Her team is literally KPI’d on how often they fail because it means they’re testing enough things to find what works.

For accountants who are tentative about posting online, this mindset removes the pressure. You don’t need to nail every piece of content. You just need to try.

Action: Experiment with formats

Try:

• short videos

• educational posts

• memes

• infographics

• testimonials

• behind the scenes

• case studies

• quick tips

• polls

• live questions

• industry commentary

• how-to explainers

This keeps things fresh and teaches you what your audience responds to.

4. Turn client questions into content

One of Rachel’s simplest but most powerful strategies is using client questions as content topics. Every day, clients ask questions that reveal what they care about. Instead of guessing what to post, she turns those questions into videos, posts and emails.

She often records a short video response for a client, then reposts that same video online. It saves time, gives clients what they need and produces content others will find useful.

If you’re just starting out and don’t have many questions yet, you can use tools like Google, AnswerThePublic or ChatGPT to find common questions in your niche.

Action: Build a content engine out of your inbox

• Search your sent folder for answers you’ve given recently.

• Convert each one into a short piece of content.

• Repurpose it on multiple platforms.

• Build an FAQ list for future content ideas.

Your clients are already giving you everything you need to begin.

5. Balance production value with authenticity

Different platforms reward different styles of content. YouTube tends to favour longer, polished videos. Instagram and TikTok reward raw, real, low-production clips. Rachel adjusts her content depending on where it will live.

People want connection, not perfection. On social platforms, viewers prefer content that feels like a casual FaceTime call, not a staged shoot. This is good news for accountants because it means you don’t need fancy equipment to start. Your phone is enough.

Authenticity wins when the content fits the platform.

Action plan for natural content on TikTok and Instagram

• Match the style to the platform. Pick quick, conversational videos.

• Film on your phone. Keep it simple.

• Change your background regularly so videos feel fresh.

• Be consistent. Imperfect content is better than no content.

A simple 30-second video answering a client question is more valuable than a perfectly edited clip you never post.

Conclusion

Rachel Harris shows what’s possible when accountants embrace who they are, share their knowledge openly and experiment without fear. The firms that stand out today are the ones that build a brand around their values and personality, not just their technical capability.

Start by defining your ideal client. Build content around the questions they ask. Share more of who you are. And commit to experimenting, even when the results aren’t perfect.

Your personal brand will become one of your strongest assets, setting you apart in a busy market and helping you grow a practice that reflects who you are.

Call to action: Identify your ideal client and create a piece of content today that speaks directly to them. Keep it real, keep it simple and don’t wait for perfect. That’s how your brand begins.