Baker Tilly: Creating a future-facing brand

In an era marked by volatility and rapid technological advancement, purpose can be an essential driver of brand and organizational resilience. Francesca Lagerberg, CEO of Baker Tilly International, shares valuable insights into how the company has strengthened its brand by harnessing purpose.

Under her leadership, the global accounting and advisory network has doubled down on its brand and core values to achieve double-digit growth and unify the business across over 140 territories.

The role of purpose in building brand strength

A commitment to purpose lies at the heart of Baker Tilly and when it came to evolving the brand, Francesca capitalized on this moment to invest more in strengthening it, using purpose as a guiding light: “Pivotal moments like this help you assess why you value your brand, because brand is hugely important as a rallying point, as a marker of who you are and what you stand for,” she explains.

Crafting a narrative that propels its long-term vision, its positioning statement, “Now, for tomorrow” provides clarity from which to build consistency and trust in the brand—internally and externally.

“There’s something about consistency of brand and a brand that you are confident in that you want to get behind.”

Purpose helped the organization stay true to its identity even amidst adversity, creating a strong
brand that its leadership and employees are proud to lead on a journey of growth.

“When I talk to [our] firms around the world, they're all proud of the brand. They're proud of what it stands for, and they all feel that it gives market advantage,” says Francesca.

A strategic driver of growth

As a network of 120 diverse accountancy firms who operate independently, Baker Tilly’s brand became a strategic tool to unify the network and carve out its own identity.

“We’re not chasing to be a lesser version of one of the big four firms. We want to make sure that we’re set up for the world tomorrow, not just set up for today,” Francesca asserts.

This aligns with Baker Tilly’s positioning, which has helped the business scale from a $3 billion network to a $5.2 billion network. Not only has this allowed them to expand their global footprint but it has also shifted the mindset within the organization—allowing every firm to be united through one global position.

“There’s something about [being] part of a bigger community, which I think is important for a brand,” says Francesca.

Adaptability as a competitive advantage

"Now, for tomorrow" reflects this ambition to continually evolve and seize future opportunities—including technological and AI advancements.

Technology is seen as a partner, rather than a disruptive force: "If you aren’t embracing technology, you're not going to survive as a professional service firm."

Fostering a culture of adaptability and ensuring that technology is harnessed in service of the company’s mission is crucial to staying at the forefront. By creating a culture where people see change as an opportunity rather than a threat, Baker Tilly encourages agility. While it is impossible to eliminate all discomfort, clear communication and engagement can help people embrace new directions and drive growth from within.

"The journey [that] might feel a little bit awkward is actually something I’m excited to be part of," says Francesca.

Business success is no longer just about navigating the present but about anticipating the future. As Francesca aptly puts it, "The pace now is so dramatic...what’s the world going to look like in two years, three years, five years, and what are the decisions you need to be making now for the future?"

You can listen to the full interview with Francesca on our Pivot Points podcast here. Tune in to hear how how she has successfully navigated multiple changes during her tenure—discussing the fusion of tech with humanity, the role of joy in being an effective leader, and embracing cultural shifts.