The other day, we queried ChatGPT about two specific niche industries within accounting. We wanted to see if our clients showed up in results. Fortunately, they did.
However, one firm was misnamed by AI. Everything was correct about the firm except its name. When the “hallucination” was pointed out to ChatGPT, it “apologized” for its mistake and offered a deeper dive into the firm.
AI makes mistakes. So, it made us wonder how much AI should be integrated into brand positioning research.
More specifically, does AI know enough about rebranding CPA firms to form an opinion about differentiation? We can experiment, but results should still be vetted by actual client data, through client interviews or surveys where clients will be honest about why they choose or refer your firm.
Clients don’t always share their misgivings to their advisor. Even if the service is great, they may be nervous after your M&A announcement. They may plan to leave once a partner retires. They may be getting better guidance from a competitor.
By conducting one-on-one client research with a human interviewer, you can hear hesitation in someone’s voice or notice irritation. You can see their eyes light up when they’re happy about something. You can ask follow-up questions to drill into why clients really love and choose your firm.
Most of all, a good interviewer will notice if a client is concerned about your firm’s ability to serve them in the future. This feedback, good and bad, informs your CPA firm’s brand differentiation.
We’ve been consulting on branding a loooong time. We’ve seen tools come and go. We know that AI is disrupting everything in marketing and branding. But…
Picking up the phone still gets better results than an AI query, email or pulse survey. Let’s keep the human element in our rebranding strategies, and if you need help reaching out to your clients for honest feedback, let us know!
