Challenge
Baker Tilly International is a network of 120 independent, diverse accountancy firms who operate independently. Our challenge was to unify the network with one big idea and one global brand.
Idea
After a thorough audit into Baker Tilly’s global consistency of brand application, we conducted research with all the managing partners of the 120 firms and global colleagues, as well as clients, lapsed clients and lost tender applications. Our findings helped unify a fragmented brand – working closely with global leadership to build alignment.
We developed a new purpose and positioning statement, ‘Now, for tomorrow’, and launched it internally in February 2018. We activated the purpose through a new brand identity, rationalising the brand architecture, and advised on member firm brand transition. The new, reinvigorated brand launched successfully in over 70 countries and in just one year after launch, Baker Tilly recorded 9% growth (their best in over a decade).
Results
Accounting firm (2020 IAB Ranking)
Growth (2018-2019)
Employees hired (2018-2021)
This has been a fabulous experience. To have come together as a team for the first time and collaborated to create our first global brand positioning is an amazing achievement.Ted Verkade
Chief Executive Officer
