Baker Tilly

Bakertilly

Unifying a Global Brand

Baker Tilly is a full-service accounting firm comprised of 126 independently owned member firms, with 746 offices across 145 territories. With over 34,000 staff and an income of $3.64bn in 2018, Baker Tilly is the 10th largest accounting business in the world.

Jo Luck from Baker Tilly explains how Brandworkz Brand Management Software helped to roll out their recent rebrand to 34,000 staff in 746 offices across 145 territories.

10,000

Logins the first six months

21,000

Downloads in the first six months

5,000

Artworks created in the first six months

75,000

downloads per year

Challenge

As a growing membership network, Baker Tilly realized that many member firms were still retaining their old brand identities long after joining. One key issue was that this lack of cohesion and consistency was holding back their ability to effectively compete with the “Big 4” accountancy firms when it came to global contracts. They needed a Digital Asset Management System.

The fragmented brand also meant that Baker Tilly was not optimizing its marketing efforts: each firm had to create its materials and assets. Time and, importantly, cost was being duplicated globally across the 746 offices, with the inevitably inconsistent marketing messaging further compounding the perception of a disjointed operation.

2018 Baker Tilly undertook a global brand refresh to unify the network under one name and new brand identity. The next big challenge: how do you roll out the new visual identity to 746 offices in a tight timescale and cost-efficient manner while engaging 30,000 employees about the new brand?

Solution

To facilitate the fast global rollout and seamless adoption of the new brand identity and allow the centralized creation of consistent marketing collateral, Baker Tilly conducted an extensive selection process, looking for best-in-class brand management software with integrated web-to-publish capabilities. The answer: Brandworkz!

The new Baker Tilly “Brand Hub” is more than just a home for the Baker Tilly brand assets. The system is designed to enable true marketing collaboration across teams and territories, allowing the sharing of best practices and new ideas while minimizing duplication of effort and resources. The team tells us that the brand management software has fostered a genuine sense of community and being part of a truly global marketing team.

The rollout of the new brand identity to 746 Baker Tilly offices worldwide in eight weeks.
Significant cost savings in the brand rollout and an expected ROI of 3,000% over three years.
Employees throughout the business are engaged with the new Baker Tilly brand identity.
Increased marketing collaboration between member firms and territories.
Empowered marketing teams from smaller member firms by allowing them to feel part of a larger team.
Baker Tilly is now positioned to compete more effectively against the “Big 4”.

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