Show Summary: In today's episode of the Grow My Accounting Practice podcast, Vivek Shankar joins us to dive deep into a critical yet often misunderstood topic: how accounting firms can build a differentiated brand. Vivek highlights the gap many firms face—they’re constantly told they need to build a brand, but rarely shown how to do it effectively. He emphasizes that brand building isn’t about amassing millions of followers; it's about getting business results. Accounting firms don’t need to be household names to stand out; they just need to build a brand that resonates with their ideal clients. Vivek takes listeners through the steps of understanding their ideal customer. He explains that knowing your audience is key to crafting a brand message that connects with them. By gaining deep insights into what your target market truly wants and needs, firms can create content and branding that positions them as the go-to experts in their niche. Vivek shares practical tips for busy founders on how to create impactful, standout content without overwhelming their schedules. The episode also covers strategies for determining which content format works best for different personalities and brands. Whether it's blogs, podcasts, videos, or social media posts, Vivek offers a framework to help founders choose the right path. His approach is all about simplifying content creation, making it easier for accounting firms to build and maintain a unique brand that attracts clients and drives business growth.   Website: https://www.vivekshankar.net/ LinkedIn: https://www.linkedin.com/in/vivek-shankar-content/ Corporate Partner: People Processes - https://peopleprocesses.com/