'The Authentic Advisor' podcast series by Mindshop explores important advisory topics and is a ‘must listen’ for those who want to set themselves apart in a cluttered market.

In this episode of the series, 'Personal brands & niches in niches. Marketing shifts for accounting & advisory firms', Jacqueline Watson, Director of Marketing and Business Development at Henderson Loggie, discusses how the firm is dominating targeted markets with laser-focused communications, personal brand-building and storytelling built on community purpose and business vision.

The interview with James Mason, Managing Director at Mindshop, dives into what's working, what's not, shifts in tone of voice, plus the social media platforms delivering cut through recruitment and go-to-market campaigns.

Jacqueline goes into detail during the episode on how new media has enhanced the speed of going to market and made it easier to trial new marketing tactics at lower expense. She also highlights the recruitment opportunities created on platforms such as LinkedIn and TikTok.

A key tip outlined in the course of the interview is building your personal brand on LinkedIn, where less 1% of users are posting consistently. The organic reach of the platform is accentuated, while Jacqueline emphasises that firms should never be afraid to niche-in on go-to area.

If you want to know how your accounting or advisory firm can to tap into the 'rise of the individual' and stand out in saturated markets this is the podcast for you!

Listen to the full episode here.

‘The Authentic Advisor’ interviews, powered by Mindshop, are packed with practical ideas, insights, and frank observations on what works (and what does not) when delivering high performance business advisory.

Find more episodes in the podcast series here.