What does the name of your accounting firm say about your business?

The article is relevant to members in Australia and New Zealand and was current at the time of publication.

Accounting firms have traditionally followed a simple naming formula: the surnames of the founding partners.

In a competitive accounting market, the name of a firm is no longer just a label on a door or a logo on a business card. It is a statement of purpose, a reflection of culture and a signal to prospective clients about the types of relationships the firm values. 

Case study one: Bluebird Accounting

CEO of Bluebird Accounting Liz Shimmin FCPA, says she and her husband, Julian Shimmin FCPA, searched hard for a name for their newly established firm that would reflect their approach to life: happiness.

“Putting pen to paper, complete with thought bubbles, we looked at all the values that were important to us: attitude, gratitude, care, why the business was going to exist and how it was to service the community. Everything kept coming back to ‘happiness’,” Shimmin says.

“We couldn’t call ourselves ‘happiness accountants’ as that’s not what accountants are known for. To some, we’re like dentists. So, we were like, ‘OK, how do we bring this to life and change the perception?’ We let it sit, took a walk and with some fresh air and a bit of mindfulness, we remembered the bluebird of happiness.”

The symbolism behind the bluebird (hope, joy and prosperity) captured the Shimmins’ core client outcome: helping people feel financially safe, secure, and able to create better lives for themselves and their families. 

“Our thinking, too, was that later down the track, if we were to expand and move into a business partnership, we didn’t want the name tied to an individual. We wanted a brand everyone could feel connected to,” Shimmin says. 

Do your checks

The word “bluebird” has universal appeal, so trademarking, naturally, has required vigilance. By engaging solicitors and conducting thorough due diligence early on, the firm was able to avoid conflicts and reputational risks. 

“Create something that is individually yours — ensure you’re not encroaching on anyone else’s trademarking and that you’ve got room to grow. Also, be prepared to conduct regular checks within the market to protect your brand,” Shimmin advises. 

Case study two: Hot Toast

CPA Australia provides clear guidelines on how practitioners can name and use their brand. Unless you mislead or make a false claim, there is no restriction on creativity. Accounting firm Hot Toast is a good example.

Hot Toast Founder and CEO Sarah Lawrance FCPA came from the innovative, collaborative worlds of film, media, advertising and technology, and carried with her a strong vision for a more modern kind of accounting practice.

It made perfect sense that she would build an accounting firm with a mostly all-woman team, tailored specifically to creative-sector clients and give it an edgy, unorthodox name.

Hot Toast was born organically through brainstorming. “It wasn’t a formal marketing exercise,” Lawrance says. 

“It was a genuine attempt to create a brand that felt like part of the creative world rather than outside it. If you get it, you’re probably our kind of client.  

“Hot Toast signals who we are: approachable, industry-savvy and built to support creative businesses with finance that actually fits.”

Client reaction

Lawrance’s choice of name has been an excellent strategic tool for client alignment. Its branding intentionally filters clients, so if a prospective client does not resonate with the name or vibe, they are likely not the right fit. This ensures that the firm’s client base aligns with its culture and service approach, allowing for deeper, more meaningful relationships.

“People really embraced it because they can see that we’ve been very thoughtful about that process, which is very much in their wheelhouse as well,” Lawrance says.

Investing in SEO optimisation

“Hot Toast” does not immediately suggest accounting services, so Lawrance has invested heavily in personal branding, SEO strategy and social media presence. She has ensured that when prospective clients search for accounting services in creative industries, Hot Toast is among the first firms they find.

“A name change is never just a name change,” Lawrance says. “Bring clients along with you, explain what’s changing, from email addresses to websites, and use it as an opportunity to highlight shifts in services or industry focus.”

Checklist for considering a name for your firm:  

1. Aim for a name that reflects your core values and client outcomes.
2. Create an identity that can scale and endure beyond one individual.
3. Check trademark and domain laws, and CPA Australia branding rules.
4. Names set expectations and signal culture … make sure you can deliver.
5. Maintain trust by guiding clients and teams through the transition.