3. Page 3
INTRODUCTION & STRATEGIC
FOUNDATIONS
People know BDO – but there are people who want to know more
That’s why we all need to understand how to describe BDO effectively
How best to differentiate us from competitors
Today, we aim to present you with a framework for communicating
to anyone who wants to know more about BDO
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BDO BRAND MESSAGING FRAMEWORK
We need speak to the world with a consistent, compelling
and unified message
It’s not a rigid framework, but allows for flexibility
Above all, it has been designed to be helpful
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PRINCIPLES OF A STRONG BRAND
CLARITY A brand’s values, positioning and business
proposition must be clearly articulated
How a brand is experienced, without fail,
across all communication touch points
A brand must fit with a client's needs,
desires and decision criteria
Audiences perceive a strong brand as being
distinct from other brands
CONSISTENCY
RELEVANCE
DIFFERENTIATION
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THE BDO BRAND
Our brand is the sum total of how people
perceive BDO
• Branding is about shaping that perception
• BDO is a reason to choose
Our brand is a series of strategic building blocks
• Our promise
• Our positioning
• Our personality
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OUR POSITIONING
BDO is one of the leading global accounting and
consulting organisations uniquely built
to provide the absolute highest standards of service
and a collaborative culture that values
all of its relationships
People know BDO – but there are people who want to know more:
Clients and prospective clients, Current and prospective employees, Professional regulators
In fact, anyone we may work with
That’s why we all need to understand how to describe BDO effectively:
What to emphasise – and when
How best to differentiate us from our competitors, be they large or small, local, regional, or global
Today, we aim to present you with a framework for communicating to anyone who wants to know more about BDO
Our brand messaging framework is a way to make sure that we speak to the world with a consistent, compelling and unified message
It’s not a rigid framework, but allows for flexibility:
In local markets
Across all service offerings, and all industries
Whether you are recruiting, or
Talking to individual clients
Above all, it has been designed to be helpful: its aim is to make it easier for you to tell people about BDO – in your own way.
Our promise is what our clients and stakeholders can expect from BDO every time they interact with any of us:
Our promise is our vision statement
Our positioning statement is a summation of our brand’s essential offering, its competitive advantage and unique qualities
Our positioning is a central brand concept that differentiates us in relation to the competition and is fundamental to internal and external brand communications
Our personality is expressed in the manner, content and style of the language we use - it’s made up of characteristics that encapsulate the essence of BDO:
The list is not finite – but it is these sort of words that define BDO’s personality
Taken together these building blocks create our brand
The way people perceive BDO
The way we talk about BDO
The best description of BDO is one that is especially relevant to our audience. Our brand narrative provides the building blocks of our story, from which we can create the most compelling and differentiating set of statements for each particular audience
We’re going to look at how we translate our positioning into messaging – what you can actually say and write when describing BDO
To do this, we make use of BDO’s three defining qualities – taken together, these make our network truly unique:
