Positioning is the first unlock.
It answers the question:
“Is this firm for someone like me?”
But in 2026, that’s no longer enough.
Once a prospect knows you’re for them, they immediately move to the next question:
“Do I like these people?
Do I trust them?
Do I want to work with them?”
That’s where relatability comes in.
The Second Layer Most Firms Skip
Most firms stop once positioning is clear.
They define:
- Who they serve
- What they specialize in
- What problems they solve
And then they present it in the safest, most neutral way possible.
Professional. Polished. Forgettable.
The result?
You’re relevant — but not memorable.
And in a market flooded with competent options, memorability is what converts.
Related: How to Transition Clients from Compliance to Advisory (Without Losing Them)
Why Humans Are Choosing Humans Again
We’re living in the most automated, AI-assisted era the profession has ever seen.
Ironically, that’s exactly why people are gravitating toward:
- Faces
- Stories
- Personality
- Humanity
When everything sounds machine-written, the human signal stands out.
Prospects don’t just want expertise.
They want someone they can relate to — especially when they’re trusting you with their finances, their business, or their future.
Relatability Isn’t Oversharing
It’s Signaling
Being relatable doesn’t mean turning your firm into a lifestyle blog.
It means giving people something to connect to.
That might look like:
- Photography that shows real people, not stock poses
- Sharing why you chose this work
- Talking about the community you’re part of
- Letting clients see how you think, not just what you know
Maybe you’re a CrossFit regular.
Maybe you run marathons.
Maybe you coach a youth team.
Maybe you quilt, knit, surf, or volunteer locally.
None of that replaces expertise.
It humanizes it.
Why This Layer Matters More Than Ever
Once positioning narrows the field, relatability becomes the tiebreaker.
Between two equally qualified firms, clients choose:
- The one that feels more real
- The one they’d enjoy working with
- The one that feels like a relationship, not a transaction
This is also why:
- Reviews matter more than ever
- Video outperforms static content
- Founder voices outperform brand voices
Trust compounds when people can see the person behind the firm.
Related: Why Compliance Has No ROI. And Advisory Always Will.
What Relatable Firms Do Differently
Relatable firms don’t try to impress everyone.
They:
- Let their personality show — intentionally
- Share enough context to feel human
- Make it easy for the right clients to say, “I like them”
They don’t dilute professionalism.
They add warmth to it.
The New Formula for Growth
In 2026, growth doesn’t come from choosing between professionalism and personality.
It comes from combining them.
Positioning answers “Who is this for?”
Relatability answers “Why you?”
Firms that get both right don’t just get more leads.
They get better ones.
And in a world where everything is automated,
being unmistakably human is no longer a risk.
It’s an advantage.
We help firms get both right—every day.
From clear positioning to real human connection, we work with tax and accounting firms to help them stand out, feel relatable, and attract the right clients in a crowded market.
If you want to compare notes or explore what this could look like for your firm, we’re always happy to have a conversation.
Start here: CountingWorksPRO.com
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