AAM MINUTE
August 2025: Rebranding with Purpose
Hot Topic: AAM has officially kicked off Phase 1 of its rebrand, diving deep into research, member feedback and communications strategy. This article explores what the rebrand workgroup uncovered, what it means for the future of the brand and how fellow marketers in accounting firms can apply these insights to their own rebranding efforts.
Seasoned Marketer: In the fast-evolving accounting world, relevance is essential for survival. Rebranding transcends a simple logo refresh; it is a strategic driver for growth, competitive edge and market alignment. This article explores how to recognize when it is time for a rebrand, build a persuasive case for stakeholders, establish a realistic timeline and execute the process with minimal disruption.
Beginner’s Guide: Thinking about rebranding your firm? Start strong with a clear, strategic RFP that helps you identify the best agency partner. This article explains what to include, from goals and deliverables to evaluation criteria and timelines.
Business Development: In the rapidly evolving landscape of accounting, rebranding is frequently regarded as a superficial enhancement. However, its genuine value resides in redefining how firms engage and retain clients. This article examines the strategic dimensions through which a rebrand can catalyze business development, transforming aesthetic updates into measurable growth outcomes.
Resources of Interest: Marketing and branding consultants help organizations undergoing a rebrand to develop a strategic, visually cohesive identity that resonates with their target audiences. We asked the Affiliate members of AAM who specialize in marketing and branding consulting: “What is your go-to piece of advice for anyone getting ready to go through a rebrand?” See what they had to say in our Affiliate Members of Interest.
Meet a Member: As National Marketing Director for Sorren, Tara Davis led a massive effort to rebrand 13 firms into one brand – Sorren. This was not a conventional merger of acquisition, according to the company, but a merger of intention with like-minded firms coming together to better serve clients, develop employees and stay rooted in communities. The name “Sorren” blends root meanings of “master of craft” and “coming together as one,” which reflects the values that define the new firm.
July New Members
Austin Walker, Forvis Mazars
Carly Stahl, Aldrich
Cassandra Potts, SST Accountants & Consultants
Daniela Goncalves, Cohen & Company
Dave Wells, Mole Street
David Sprague, Williams-Keepers
Ellie Ewing, Louis Plung & Company, LLP
Eng Kian Lee, PKF-CAP LLP
Heidi Frei, Wallace Plese + Dreher
Ilona Lyubashevsky, MASSIE R&D Tax Credits
Jaelynn Nobringa, Aldrich
Jillian Altrichter, Temte Aldrich
JoEllen Garner, Cain Watters & Associates
Kat Picard, BerryDunn
Keri Grubbs, Clark Schaefer Hackett
Logan Browne, Larson Gross
Megan Holcomb, Aldrich
Meghan Schiereck, KatzAbosch
Olivia Eglar, Barnes Dennig
Rachel Kimbleton, Langdon & Company LLP
Sara Infante, CoSurge CPAs
Sephron Siconolfi, DJB – Durward Jones Barkwell & Company LLP
Shauna Archer, Wolf & Company, P.C.
Tammy Goodwin, TRP Sumner PLLC
Theresa Bates, SSB CPAs
