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03 presentation-the bdo brand story
- 1. CRAFTING THE BDO BRANDSTORY TTT event
- 2. THE BDO BRANDSTORY
- 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
- 4. Page 4 BDO BRANDMESSAGING 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
- 5. Page 5 PRINCIPLES OFA 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
- 6. Page 6 THE BDOBRAND 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
- 7. Page 7 OUR PROMISE ExceptionalClient Service ― always, and everywhere
- 8. Page 8 OUR POSITIONING BDOis 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
- 9. Page 9 OUR PERSONALITY Friendliness Integrity Intelligence Confidence Collaboration Trustworthiness Grounded Downto earth Competence Uncompromising quality Leadership Best in class people
- 10. Page 10 THE BDOBRAND
- 11. Page 11 BRAND NARRATIVE Ourbrand narrative is not what we say – but rather, the basis of how we say it
- 12. Page 12 TELLING THEBDO BRAND STORY
- 13.
Editor's Notes
- #4 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
- #5 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.
- #8 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
- #9 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
- #10 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
- #11 Taken together these building blocks create our brand The way people perceive BDO The way we talk about BDO
- #12 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
- #13 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: