Business owners hand their books to a place they can understand.
Accounting and audit sell care and punctuality, which are hard to see with the eye. Sinh Vũ helps the firm look the way it works: tidy, clear, and plain-spoken with business owners.
Three things first: a company profile told through business owners' own situations, a set of forms and reports that look polished, and a firm name that stands ahead of any individual's name. Those three decide whether a business owner picks the firm or just picks someone they know.
It says what the firm helps a small business owner with each month, instead of listing services.
A client report has a summary page of what needs doing, not a table exported straight from the software.
Contracts, emails and reports carry the firm's name, and the person in charge is part of the team.
They all work with numbers, but each kind of firm serves a different kind of client.
Their customersSmall business owners and household businesses who need someone to handle books, tax filings and invoices.
Brand challengeShow a firm that is tidy, punctual and plain-spoken right from the first look around.
Their customersMid-sized and large companies that need reports banks, partners and investors can rely on.
Brand challengeDocuments and reports that carry an air of standards while a real person still stands behind them.
Their customersAccountants and business owners who use it daily and compare many nearly identical products.
Brand challengeAn interface that is easy to get used to and a brand that shows users the software understands their work.
These are the places where accounting firms lose clients even when their expertise is strong.
A list of services, a few client logos, a handshake photo; business owners cannot see how any firm differs from another.
A profile told through situations: what a month working with the firm looks like, who does what, and when the client receives what.
Start from this problemWhen the chief accountant or the person in charge leaves, clients start thinking about switching.
The firm's name, process and shared forms come first; the person in charge is introduced as part of the team.
Start from this problemLots of numbers, few words; the business owner opens it and does not know what to do next.
A report template with a summary first page: this month's situation, what the business owner needs to do, the next deadline.
Start from this problemReminder emails and explanations in technical terms; clients hesitate to ask again and easily miss things.
A plain voice for all correspondence, with a standard glossary and a short deadline reminder email template.
Start from this problemAt Comparison. A small business owner usually asks people they know, then checks a few websites; the page that speaks plainly and has a specific person behind it gets the first call.
Touchpoints are the places where clients see, touch or hear the firm. You do not need to do everything at once. These five decide most of the impression.
It is what gets sent when a client asks, and often the first thing compared.
Business owners look around before they call.
The first time clients read closely how the firm works.
What clients receive most regularly, so it is the monthly brand.
Where clients meet the firm most between reporting periods.
Listed in the order to do them. A small firm can stop at step two or three.
The firm's name, mark, colors and type, polished and standing ahead of any individual's name.
A company profile, a report template and a service contract template.
A website that tells its story through situations and has specific people behind it.
A plain voice for emails, reminders and explanations.
Sinh Vũ has not published an accounting or audit project. The two below solve the two nearest problems: a standard that every location uses correctly, and a financial identity measured enough to sit beside contract text.
Metfone is Viettel's mobile network in Cambodia, selling through a chain that runs from the boulevards of Phnom Penh to provincial markets…
A standard written for everyday users, from administration to sales; an idea for shared forms and documents.
MFinance connects people with idle capital to people who need it for business, which means convincing two groups who look at money in opposite ways. Sinh Vũ built the positioning…
A serif typeface, measured, still dignified beside contract text; a lesson for an identity in an industry that needs seriousness.
The principles behind it
Real client situations instead of a list of services: what the firm helps with each month, who is in charge, and when the client receives what. Add one page on how the work runs so clients can picture it.
Yes, because audit reports are read by banks, partners and investors. An identity helps documents look credible and consistent. Independence and expertise remain the firm's to keep; they are not a matter of design.
Put the firm's name, process and shared forms first, and introduce the person in charge as part of the team. When the person in charge changes, clients still see the same way of working.
It needs to show that the software understands the work of accountants and business owners: an interface that is easy to get used to, correct professional terms, friendly guidance. The difference lies more in the experience than in the logo.
Not yet. The minimum is a name, a logo, colors, a company profile, a contract template and a report template. A website and a toolkit come when the practice takes on more clients.
A few lines about your clients, how you work and what is stuck is enough. Sinh Vũ reads it and replies within one working day.