Behind the scenes, we’ve been working hard to start a new business and bring Clarity to life. Yet, one of the toughest decisions we’ve had to make along the way? Choosing our name!

A name, after all, is a huge reflection of a business’s identity and ethos. That’s why we wanted something that neatly summed up what we’re about, whilst also fitting with the core values we’ve committed to build our firm around.

It’s no big secret that we landed on ‘Clarity’. Yet, how did we get there? In this post, we’ll let you in on how we found a name to represent the true spirit of our fresh business venture. 

Early Suggestions 

Initially, Donald wanted to call us Kaizen Accounting. It certainly summed up a key part of our ethos; Kaizen is a Japanese word that refers to the concept of continuous improvement. The idea that there’s always something to learn, try, or improve is a belief that our small team wholeheartedly embraces. Yet, it didn’t convey everything we wanted to be. 

Another sticking point? When we floated the name with friends and family, no-one knew what it meant or how to properly pronounce it! That was a clear sign that we needed to go back to the drawing board. Seeing as approachability is one of our core values, an enigmatic name didn’t feel like the right fit. 

So, instead of thinking about what we wanted to be, we turned our attention back to our clients; how we work with them, what they need from us, and the high standards that we hold ourselves to. Quickly, it became clear that there was a key theme running through everything we do; clarity.

Transparency, Ease, Clarity 

We realised that our clients rely on us to make things clear for them. After all, most business owners are busy keeping a lot of plates spinning! So, what they truly need? Access to concise yet comprehensive financial information that helps them make the best decisions for their business. 

They want to know that someone has their finger on the pulse of ever-changing legislation, and that they’ll be informed when it could affect them. When it’s tax season, they want to know exactly how much tax to pay, and when they need to pay it. No ambiguity, no hidden surprises, and no last-minute scrambling to get information or make deadlines. 

We, in turn, provide our clients with open and honest advice, clear guidance, and completely transparent pricing. Offering much more than a compliance service, we’re here to be advisors to our clients and build long-term relationships built on trust. 

Doing Things Differently 

Once we landed on Clarity, we immediately knew that we’d found our name. Reflecting on everything Clarity stands for, Donald says:

“I have been an accountant for over 30 years, and when we were planning Clarity I knew I wanted to build a company that embodied my core beliefs, and that we needed a name that reflected this. Relationships only thrive where there is openness, honesty and trust, and this is never more true than in a business relationship. Clarity is built on these core fundamentals that we will always try to uphold.”

Equally, Katie knew that this fresh venture represented an opportunity to really think about the foundational values that the firm would be built on. She says:

When we were starting Clarity, we knew we wanted to do things differently. When I look at the amazing relationships we have built with our clients over the years, the key component is trust. They trust us to get it right, they trust us to provide them with the expertise and guidance they need to make their lives easier by giving them clear and understandable information. It’s so important to us that we have this relationship of trust and respect with our clients. The way that we build this is being transparent in everything we do.”

So, what’s in a name? For us, a lot! Clarity symbolises everything we stand for and all that we hope to deliver to our clients now and in the future. 

Does it sound like Clarity could help your business? Get in touch with us to arrange a chat and find out more. We’d love to hear from you!