Edward Mendlowitz, CPA, is a partner at WithumSmith+Brown PC CPAs. A frequent member of the Accounting Today Top 100 Influential People List, he is the author of 24 books, including “How to Review Tax Returns,” co-written with Andrew D. Mendlowitz, and “Managing Your Tax Season, Third Edition.” Ed also writes a twice-a-week blog addressing issues that clients have at www.partners-network.com. Ed is an adjunct professor in the MBA program at Fairleigh Dickinson University teaching end user applications of financial statements. "Art of Accounting" is a continuing series where Ed shares autobiographical experiences with tips that he hopes can be adopted by his colleagues. Ed welcomes practice management question; reach him at (732) 964-9329 or firstname.lastname@example.org.
I think branding is very important. Everyone and every business has a brand. Inattention to branding creates a brand that might not be what you would like, but nevertheless you will have a brand. Branding needs deliberate attention.
I write a lot about a lot of things. On technical topics I never get negative feedback—unless I wrote something wrong, which fortunately has been very rare, and then it is a gentle nudge that perhaps I overlooked or misread something.
The annual life cycle for accountants traditionally ends and begins with April 15 (or whatever the actual due date is). The early months of the year are involved or consumed with tax season. After tax season ends, normality begins.