Can an accountant wear trainers to a client meeting?
It might sound flippant at first – but it gets to the heart of a much broader issue. Accounting firms have long been associated with professionalism, reliability and trust. That usually conjures up images of suits, spreadsheets and serious faces behind desks. But times are changing.
In a digital-first world, clients don’t always discover your firm through a polished brochure or formal meeting. They find you on LinkedIn, watch your Instagram Reels, browse your website or even stumble across a meme you’ve shared. The lines between formal and friendly are increasingly blurred – and many accountants are asking: how casual is too casual?
The answer depends on your brand, your audience and how well you understand both. And it spans lots of different areas, from your online presence to your office environment. Let’s get into it…
Friendly or flippant? Don’t forget trust
Let’s be clear – accounting is a trust-based service. 81% of businesses see accountants as data guardians, according to the ICAEW, while 77% look to them to combat misinformation.
Clients are coming to you for guidance on something incredibly important – their finances. They want to feel confident that you know your stuff. But that doesn’t mean everything has to be stiff or corporate.
Casual, human communication can be a great way to build rapport and break down barriers. It helps you come across as approachable and down to earth. The problem is when casual slips into careless – when informality undermines authority.
Finding the balance is key. The tone of voice you use, the visual style you present and even what your office looks like should all reflect the same thing – a clear, intentional brand.
Digital marketing: where to draw the line
Social media
Social platforms like LinkedIn, Instagram and even TikTok give firms the chance to show personality. A bit of humour? Go for it. Behind-the-scenes team photos? Absolutely. A fun take on tax deadlines? That’s the kind of content people engage with.
For example, a Hampshire accountancy firm posted a playful skit about the self-assessment tax deadline. It’s fun, relatable and emphasises the value of their services in taking away that deadline stress.
But remember – there’s a difference between being friendly and being flippant. Your content should still feel professional, even if it’s light-hearted. Avoid lazy memes, bad language or jokes that could alienate more traditional clients.
A case in point is this meme by a US accountancy firm:
They’ve quickly adapted a run-of-the-mill meme with a caption about tax deadlines. It has a slightly negative tone which might come across badly to some customers, especially if they’re not familiar with that meme.
Website copy
Your website is where potential clients go to decide if they trust you. So, while a relaxed tone might feel more human, it still needs to be clear, confident and correct.
Write how your audience speaks – but don’t sacrifice clarity for quirkiness. “We make tax a doddle” might be fun on a headline, but make sure it’s followed by practical, jargon-free content that explains how you actually help.
Remember to tailor it to your audience in particular too. If you’re targeting creative freelancers, startups or small businesses, a more informal tone can work well. If you’re pitching to high-net-worth individuals or large corporates, you’ll need to dial up the polish.
Here’s an example of what to avoid:
We crunch your numbers so you don’t have to – less stress, more Netflix and maybe a cheeky takeaway too.
This might pass if you’re specifically targeting small businesses with young owners, but it can be alienating to anyone over the age of 30. But it’s still a little too in your face. Remember, even the most casual of business owners doesn’t associate takeaways with efficient planning!
Instead, how about:
We crunch your numbers so you don’t have to – with end-of-year accounts services that take stress off your to-do list.
Beyond the screen: casual branding in the real world
Business cards & brochures
Modern design can still feel professional. There’s no rule that says an accounting brochure has to be navy blue with stock photos of calculators. Use fresh typography, clean layouts and tone of voice that matches your digital presence.
If you’re not sure what to aim for, check out the homepage for Evans & Partners:
It’s got:
- A bold pop of colour without being predictable
- Subtly rounded edges for a look that’s clean but not clinical
- Simple language that sells their services without being pushy or too technical!
If you’ve scrapped the jargon on your website, don’t reintroduce it in your printed materials. Consistency is everything.
Office decor
Does your reception area need to resemble a law firm from the 1980s? Definitely not.
Office spaces are a branding opportunity. Open-plan layouts, statement artwork, plants and local touches can make your firm feel warm and modern. Standing desks are another feature that reinforce a modern edge and health-conscious image.
Just make sure it still feels appropriate – beanbags and neon signs might be a stretch if your client base is older or more conservative.
Above all else, the space should reflect how you want people to feel about your brand. Is it calm and competent? Energetic and innovative? Design accordingly.
Workwear
This is often the most visible test of “too casual”. Should accountants still wear suits? Not necessarily.
If your clients are creatives, digital nomads or small business owners, smart-casual might be ideal. But if you’re dealing with more formal industries – law, finance, government – you’re better off dressing a notch above their expectations.
The rule of thumb? Dress one level more formal than your audience. And always ensure your team looks neat, tidy and aligned with the brand image you’re projecting elsewhere.
It all comes down to brand & audience
There’s no universal rulebook when it comes to how casual you can be. But there is one golden rule – be consistent.
If your brand tone is light, modern and people-focused, a relaxed website, friendly social posts and a smart-casual dress code can work together brilliantly.
But if your logo says “cutting-edge” and your Instagram is all emojis, yet your managing director insists on stiff, formal emails and mahogany meeting rooms – you’ve got a disconnect. And clients will notice.
Start by asking:
- Who are we speaking to?
- What do our clients care about?
- How do they expect an accountancy firm to look, sound and behave?
Once you know those answers, the question of “how casual is too casual?” becomes a lot easier to answer.
When casual crosses the line
A few warning signs you’ve tipped too far into the casual zone:
- Trying too hard to be trendy – Jumping on Gen Z slang or mimicking influencers when it doesn’t suit your brand. Accountants should never have “rizz”!
- Typos or grammar errors – Nothing says “unprofessional” like sloppy copy. Nobody wants an acountant looking after their finances!
- Overly jokey tone in serious contexts – Don’t be your firm’s David Brent! Save the humour for Instagram – not your audit services page.
- Inconsistency – Casual one minute, formal the next. Mixed signals reduce trust.
- Unclear messaging – If your branding feels “fun” but doesn’t clearly show what you do, that’s a problem.
Finding the right balance
Professionalism doesn’t have to mean stuffy. And casual doesn’t have to mean careless. It’s all about aligning your tone, visuals and behaviour with the kind of clients you want to attract – and the kind of brand you want to be.
When done right, a modern, friendly tone can help you stand out in a sector that’s often seen as traditional or dull. Just remember that trust, clarity and confidence should always come first.
Want to get it right?
At Rapport Digital, we help accountancy firms find the sweet spot between formal and friendly – online and offline. Whether you need help with brand tone, website content, social media or broader digital strategy, we’ll make sure your firm sounds (and looks) exactly right for your audience.
Let’s start a conversation. Reach out today and discover how we can help you strike the perfect balance.