From Generic to Gourmet: Positioning an All-Women Accounting Firm as the Go-To Financial Partner for Food & Beverage Leaders

When Anne Napolitano Consulting came to me, they were already thriving. An eight-woman accounting firm, growing fast, hiring more, and serving clients at a high level. But their brand? It hadn’t caught up. Their identity felt bland, their messaging was off, and most of their growth still depended on Anne’s personal networking. Their marketing team knew it: to scale sustainably and sell more of their signature “CFO in a Box” offer, they needed a brand that didn’t rely on Anne’s time to convert.

What We Did

We began with the Brand Manuscript™, uncovering the real problem. Their brand wasn’t aligned with their audience or their ambition. They weren’t your average accounting firm. They were financial consultants for food and beverage leaders who needed a partner, not a spreadsheet.

From there, we moved into the Brand Foundations Toolkit, building a full-service brand identity and messaging suite that made their expertise undeniable and their offer irresistible.

What We Found

• Their brand identity was flat, centered around a generic globe logo and outdated visuals.

• Their messaging didn’t reflect their value or speak to their audience.

• Their “CFO in a Box” offer had potential but lacked positioning that could sell without Anne in the room.

What We Built

• Crystal-clear brand messaging that speaks directly to food and beverage business owners. It translates financial jargon into grounded, industry-specific value.

• A minimalist, elevated brand identity that reflects Anne’s elegance and professionalism. We anchored the color palette in a deep green inspired by a beloved Dutch oven in her kitchen. This personal, chef-inspired touch brought warmth and authenticity into the brand.

• A fully documented foundation that empowered their team and web designer to execute the new website and social presence with clarity and cohesion.

The Result

Their marketing is no longer guessing. Their website builds trust from the first scroll. Their offer finally has the platform it needs to scale. And Anne can stop being the bottleneck because now, the brand does the selling.