Brandworkz

Brandworkz is an award-winning brand management software solution designed for marketers to help them deliver a strong, consistent brand everywhere

London, United Kingdom
Founded: 2011
Staff: 23
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Skills

Digital Asset Management
Brand Management Software
Web-to-Print
Marketing Resource Management
Brand Asset Management
brand management
Clients
Brother
AON
Reckitt Benckiser
JLL
Ally Financial
International SOS
Rathbones
Silicon Valley Bank
Chartered Institute of Marketing
Epson

and 23 more

Sector Experience
Broadcasting
Business to Business
Construction
Education
Electronics
Healthcare
Retail
Tourism
Manufacturing
Insurance

and 5 more

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Unifying a Global Brand - Baker Tilly Case Study

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 income of $3.64bn in 2018, Baker Tilly is the 10th largest accounting business in the world.

Challenge

As a growing membership network, Baker Tilly realised that many of the member firms were still retaining their old brand identities even long after joining. One of the key issues 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.

The fragmented brand also meant that Baker Tilly was not optimising their marketing efforts: each of the firms was having to create their own materials and assets. Time and importantly cost was being duplicated on a global scale across the 746 offices, with the inevitably inconsistent marketing messaging further compounding the perception of a disjointed operation.

In 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 a cost-efficient manner while engaging and exciting 30,000 employees about the new brand?

Solution

In order to facilitate fast global roll-out and seamless adoption of the new brand identity – and allow centralised 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 sharing of best practice and new ideas whilst minimising duplication of effort and resource. The team tell us that the brand management system has fostered a genuine sense of community and being part of a truly global marketing team.

Results

  • The rollout of the new brand identity to 746 of Baker Tilly offices worldwide in an 8-week period.
  • Significant cost savings in the brand rollout and an expected ROI of 3,000% over 3 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 much larger team.
  • Baker Tilly brand now positioned to compete more effectively against the “Big 4”.

Brandworkz Features

Tags

Baker Tilly
Brandworkz
rebrand
rebranding
roll-out
Brand Asset Management
Brand Management Software
Digital Asset Management

Clients

Baker Tilly
Brandworkz