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Personal branding · Finance and legal

Your name gets passed on by a banker, then checked in ninety seconds.

Personal branding for a chartered accountant is the visibility of the member whose name is on the referral, kept inside the advertising limits the profession sets for members in practice.

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Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

A professional shares her expertise in a recorded interview

In one paragraph

Personal branding for a chartered accountant is the visibility of the member whose name is on the referral, kept inside the advertising limits the profession sets for members in practice. GullySales writes and runs it from a regular conversation, and everything reaches you before it is published.

Also written for

Chartered accountant, CA, Cost accountant, Accounting professional.

Where this sits

For chartered accountants

Where it usually goes wrong, and what we would do.

  • “The referral came from a banker or a lawyer, and it is fragile”

    A founder raising a round is handed two names by an investor. Both get searched that evening. The one with an empty profile is quietly dropped, and nobody ever tells you it happened.

  • “Compliance work is being quoted at prices you will not meet”

    Return filing and bookkeeping are sold by portals at a monthly figure. A valuation, a due diligence or a restructuring is bought on the member, and that is what the writing is for.

  • “What a member in practice may publish is narrower than the feed suggests”

    The profession's ethics code restricts advertising and soliciting clients, and the Council's guidance on websites and social media has been revised more than once. Members who post like marketers are gambling with their certificate of practice.

  • “For six weeks a year you disappear”

    Nothing gets written between the tax audit deadline and the annual return rush, and the pipeline goes quiet in January because of it. The calendar has to be built around that, not in spite of it.

What we do

What we deliver for chartered accountants.

Every deliverable, what it covers for you, and the result it is there to produce. Nothing here is an extra.

  1. A profile stated the way the code allows

    Membership number, firm registration, qualifications and the areas you practise in, written plainly. No superlatives, no client list, no claim about an outcome.

    Result: A founder or a banker checking you finds the facts, and finds them matching the institute's own records.

  2. The interview, scheduled around the audit calendar

    An hour with you on a question promoters keep asking or a change you have had to explain twenty times. Recorded heavily in June and July so that November is already covered.

    Result: Material that keeps appearing while you are buried in filings.

  3. Explanations of a change in law, written as information

    What a notification actually does to a private limited company, in language a promoter follows. Nothing that invites the reader to engage you, nothing that promises a saving.

    Result: A piece a banker can forward at the moment they pass your name on.

  4. Branch and study circle sessions

    A speaker note, a current photograph and two subjects you can take at short notice for a branch programme or a study circle.

    Result: Matters from other members who are sending work outside their own practice area.

  5. Your listings kept in agreement with each other

    The firm page, your bio and the professional directories that apply, checked line by line so qualifications and practice areas match everywhere.

    Result: No stale entry contradicting what you told the client in the meeting.

  6. Partners and managers in the frame

    Named pieces from the partners who lead indirect tax, audit and transaction work, so the firm is not one signature.

    Result: A manager who can take a first meeting without a partner in the room.

How the result is measured

  • Enquiries that name you or came through your profile
  • Searches for your name, from Search Console
  • Profile views and connection requests from your industry
  • Speaking invitations, press enquiries and podcast requests
  • Posts published against posts planned, and what held up the rest

Recorded as a baseline before work starts, so every later report has an honest comparison.

Read the full personal branding page

How it works

How the work runs for chartered accountants

The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.

  1. 1

    Work out whether this is even your bottleneck

    The first conversation covers how enquiries reach you today. If the company's own site is the weaker link, that comes first, and we say so.

  2. 2

    Search your own name with you

    We look at what a buyer sees today: every profile, old listing and photograph. Some of it you will want taken down, and some of it only you can take down.

  3. 3

    Agree what you will and will not say

    The subjects you know cold, the ones that belong to your clients, and the lines your regulator or association draws. Written down before anything is published.

  4. 4

    Rebuild the profiles

    The bio page, LinkedIn and the directories that matter in your field, done once and done properly.

  5. 5

    The routine

    Interview, drafts, your approval, publication. The interview is the only part that needs you, and it is the part that cannot be skipped.

  6. 6

    Hand it over

    The subject list, the drafting notes and the calendar are yours. If you would rather keep it running yourself, that is a fair outcome.

Before you hire anyone

The first thing to do yourself.

It costs nothing, and it shows what a buyer sees before they ever call you.

  1. Search your own name and your practice or business name in a private browser window, and list the first ten results.
  2. Open your profile on each major platform and check that the name, photo, description and contact details agree.
  3. Ask two people who recently chose you what they looked up first, and write down their answers.

Judge any provider

What to ask any agency or ghost-writer.

Useful whoever you choose, including us.

  • Who writes my words, and do I approve everything before it goes out?
  • Which of my own details and claims will you need to check with me before publishing?
  • What will you not write because of the rules my profession follows?
  • Whose account do the profiles and the content sit in, and what happens to them if we stop?
  • What do you count as a result, and what will you not promise?

Where this fits

Three pieces of sales work, in this order.

GullySales builds every engagement from three pieces of sales work. This page is not one of them, but the same three steps apply to the business behind it.

  1. Step 1

    Sales audit

    Find where deals are being lost and what to fix first.

    Start here if you cannot say where orders are lost.

  2. Step 2

    Sales process design

    One written way to sell, from first enquiry to repeat order.

    Start here if every salesperson sells differently.

  3. Step 3

    Sales management

    A target, a review routine and someone who owns the number.

    Start here if the team has targets and no routine.

Tell us what you need Your brief is read before we call. Scope, fee and term in writing.

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
Does ICAI allow a chartered accountant to do this at all?
The institute's code restricts advertising and solicitation by members in practice, and its guidance sets out what may appear on a website or a professional profile and in what form. That position has changed before and can change again. Ask the institute or your firm's ethics contact before anything is published, because it is your certificate of practice at risk and nobody outside the institute can clear it.
Can we write that we saved a client a large amount of tax?
No. Outcome claims and client names are precisely what the restrictions are aimed at, and the reader learns nothing from them anyway. Set out what the provision does and let them work out that you understand it.
Most of our work comes from existing clients and their friends.
That is the healthiest pipeline there is, and it is the one this protects. When a client recommends you, the next person searches, and what they find is the only part you do not currently control. But a full practice does not need this. If you are turning matters away, put the fee into a manager who can take a first meeting without you in the room.
How much does it cost?
There is no price list, because the work differs by business. The fee is scoped after we have read your brief and spoken to you, and put in writing before anything starts, split into our time, your media spend and production.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
It depends on what is being changed and how many of the people who matter see it. After we have read your brief and spoken to you, we say what we would expect to move first and how it will be measured against the baseline. Nothing here is guaranteed.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
Your brief, and a conversation. After that, access to whatever the work touches, such as your profiles, your website or your accounts, and time with the people who can answer our questions.
What if we are not happy with the work?
Tell us and the plan changes. Everything is reported against the baseline, so a number that is not moving is visible to both sides. The term is in your written scope, and the refund and cancellation policy sets out the rest.

Finance and legal

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