brand introduction guidelines working together to develop global & local brand awareness october...

Brand Introduction GuidelinesWorking together to develop global & local brand awareness

October 2010

Taxand Brand Centrewww.taxand.com/brandcentre

Username: TaxandBrandCentrePassword: LivingtheBrand



1. Taxand Brand Introduction Overview 2

2. Taxand Global Brand Centre 3

3. What is Taxand? 4

4. What is our Vision? 5

5. How does our Vision affect our Brand? 6

6. Global Visual Identity 7

7. Brand Values 8

8. Taxander Compliance Checklist 9

9. Key Contacts 10

Contents



Taxand has developed a global corporate brand identity system to enhance our brand recognition worldwide

Provided here is a brief introduction to this system including our history, mission, vision, brand values and visual identity to help you familiarise yourselves with our global brand

A successful brand creates a memorable link between what a company’s name is, what it does and what it stands for. It is always consistent in its application. Inconsistency will erode brand equity and damage brand recall (that memorable link)

It is essential for Taxanders to consult global marketing when producing any globally branded collateral to ensure we do not dilute our brand equity

Please refer your queries to: Abigail TarrenGlobal BD & Marketing DirectorTaxandT. +44 20 7715 5243E. [email protected]

Taxand Brand Introduction - Overview

31 Brand Introduction Guidelines



Taxand Global Brand Centre

Brand Introduction Guidelines2 4

Our dedicated Taxand brand microsite, www.taxand.com/brandcentre, is designed for the exclusive use of Taxanders and your agencies, providing secure but easy access to all our deliverables in one place

Whether you want to download the artwork for our brochure or publications; view our best practice guidelines or download high resolution Taxand logos www.taxand.com/brandcentre is where you need to go

Just access the Taxand Global Brand Centre at:www.taxand.com/brandcentreUsername: TaxandBrandCentrePassword: LivingtheBrand

Global marketing must be involved in the production of any globally branded collateral to ensure we do not dilute our brand equity



TAXAND HISTORYIn 2002 the tax advisory landscape changed radically. The largest international network of tax advisors disappeared. New legislation was introduced to prevent repeat disasters. Client demand for independent – separate from audit - tax advisors and Big 4 alternatives was created. At the same time the increasing complexity of tax systems demanded the expertise of local dedicated tax advisors and worldwide business operations required global capability. Taxand was established in 2005 by a respected group of nine entrepreneurial, independent tax firms committed to delivering a responsive tax advisory service to international and local clients around the world.

TAXAND DEVELOPMENTThe Taxand film – view at http://www.taxand.com/about/our_vision – summarises our story

WHAT IS TAXAND?Taxand is the world’s largest independent tax organisation with nearly 400 tax partners, over 2,000 tax advisors in nearly 50 countries. Taxand focuses on delivering high quality, integrated tax advice and does not undertake audit work. Taxand advisors work together to provide global tax services for clients.

MISSIONTo contribute to our clients’ success by anticipating and advising on the tax implicationsrelating to their most strategic decisions.

What is Taxand?




VISION PROGRAMME 20102010 saw Taxand’s fifth anniversary and the birth of our Vision programme. The time was ripe to review where we were and where we want to go. The following extract from the Taxand film script – view at http://www.taxand.com/about/our_vision - summarises our move from start up to integration.

So what is our Vision for the future? We are the global alternative. Our goal now is to be first choice. First choice for our clients. First choice for our people. First choice for our industry.

Taxand is different. Our culture is unique. We Taxandise for our clients. Our people are Taxanders. Our partners, partner our clients and each other. We have to. The quality of our service depends on it. To be first choice we will nurture our Taxandness because it’s what our clients seek. We have the scale already. But being a network isn’t enough. It’s no different to everyone else. We will deliver top advice, locally and globally. We will be “inter-dependent,” that’s integrated and independent. Through integration, teaming together and living our global brand we will continue to strike fear in our competitors, excite our people and build our client base.

Taxand is a global organisation of leading tax advisors. We are dedicated to delivering top quality strategic tax advice to drive the performance of multinational businesses. We are committed to providing seamless cross-border advice which adds value for our clients. We attract the best talent because we’re passionate about tax.

Through our interdependence - we act fast; we proactively give tailored advice that helps relieve the pressure of making complex tax decisions. By working together, with our partners actively leading every engagement from start to finish, we achieve excellence and efficiencies for our clients, globally.

That’s why Taxand’s Vision is:

to be the first choice for companies seeking quality, integrated, tax advice, worldwide

What is our Vision?




One of the key outputs from our Vision programme was the need to develop a “brand fix” to ensure compliance and present “one face to the market”

To achieve our Vision we must put every effort into building our global brand

The Taxander benefit: Put simply, increased brand reputation & awareness = more client wins

What are the key brand building steps?

We have changed our global brand positioning to reflect this face, we need to move towards a common brand adoption level and evolve our approach to achieving compliance and living the brand

All Taxand countries to move towards incorporating Taxand into your name within 2 years. The more firms with Taxand in their brand, the better global brand awareness

Taxand global brand positioning has changed. We no longer refer to Taxand as a network rather say Taxand is and Taxand does. Our new tagline is “Quality tax advice, globally”. In global materials we are referring to countries as Taxand France, Taxand India

Compliance to these brand guidelines is required to be complete within one year and a detailed evaluation report will be prepared for the Board to review

Each country to appoint a brand champion to report on compliance

Brand compliance alone will not deliver brand awareness rather activity across the marketing mix, will, so the more involvement in global initiatives, as well as promoting our brand locally, the better too!

How Does Our Vision Affect Our Brand?




The Taxand brand identity system consists of several different elements that need to be applied consistently across all mediums. In particular, it includes the Taxand logo which is also used locally as a quality kite mark to denote firms are part of Taxand, tagline (Quality tax advice, globally), global swoosh graphic, photography, colour palette, typeface, Taxand arrows, and Taxand bullets.

Taxand TypeFace / Font = Helvetica Neue (although Arial can be used as a substitute)

Taxand has negotiated a group license to allow Taxanders to use select photographs - please refer to global marketing for further guidance

Global marketing must be involved in the production of any globally branded collateral to ensure we do not dilute our brand equity

Global Visual Identity


Quality tax advice,globally

Taxand Logo Taxand Tagline Taxand Swoosh Taxand Bullet Taxand Arrow

Taxand Colour Palette Taxand Photography



There are a number of key words that express our brand personality and values – what we stand for:

RESPONSIVE – Our independence advantage allows us to act fast. Our clients don’t have to wait for us to undertake time-consuming audit-based conflict checks. At the same time clients can be confident they are adhering to best practice and law by engaging independent tax advisors

PRACTICAL – We focus on providing strategic tax advice that can be implemented. We are action-orientated

PASSIONATE – We are motivated by a unique passion to work together – all Taxand countries have competed to become and are proud to be a part of Taxand.

PROACTIVE – In our competitive space we are truly driven to perform. We focus on delivering a proactive service that adds value

COMMITTED – We are committed to fuelling client success by anticipating and advising on the tax implications associated with strategic business decisions. We treat every client as a priority

QUALITY – Every project is led by a partner from start to finish meaning engagements can be delivered faster, more cost effectively and to the highest quality standards

ENGAGING – We work harder to develop longstanding client relationships by listening to what our clients want and providing a professional and engaging experience

TEAMWORK – We work together as an integrated global team pooling our tax talent to deliver best results for our clients

Brand Values




Taxander Compliance Checklist

8 Brand Introduction Guidelines 10

Page √Taxand brand values 8

Can you talk the Taxand Talk? Please do familiarise yourself with our brand values:



Key Contacts

Brand Introduction Guidelines 119

Abbie TarrenE. [email protected]. +44 20 7715 5243M. +44 75 0801 6931

Lynne SandlandE. [email protected]. +44 20 7072 3251M. +44 75 2590 6259

ABOUT TAXAND

Taxand provides high quality, integrated tax advice worldwide. Our tax professionals, nearly 400 tax partners and over 2,000 tax advisors in nearly 50 countries - grasp both the fine points of tax and the broader strategic implications, helping you mitigate risk, manage your tax burden and drive the performance of your business.

We're passionate about tax. We collaborate and share knowledge, capitalising on our collective expertise to provide you with high quality, tailored advice that helps relieve the pressures associated with making complex tax decisions.

We're also independent—ensuring that you adhere both to best practice and to tax law and that we remain free from time-consuming audit-based conflict checks. This enables us to deliver practical advice, responsively.

Taxand is a global organisation of tax advisory firms. Each firm in each country is a separate and independent legal entity responsible for delivering client services.

© Copyright Taxand Economic Interest Grouping 2010Registered office: 1B Heienhaff, L-1736 Senningerberg – RCS Luxembourg C68

brand introduction guidelines working together to develop global & local brand awareness october...

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