Branding in professional services firms has been a troubled path. Arguments all too often revert back to logos and colours.
Those firms that struggle - and those that think they have it nailed - could do no worse that take a look at the thinking behind Deloitte's global brand makeover.
Deloitte's brand management team, led by Amy Fuller, makes it sound easy. I am sure it was a difficult journey, with still some distance to travel.
It is also encouraging to see that language and tone of communication forms just as an important part of its brand as the visual identity.
All too often in the professional services space a pretty visual identity is tarnished by poor ongoing client communication.
Deloitte’s brand gets a makeover by Amy Fuller, Senior Managing Director, Global Brand An organisation’s brand, like a family’s home, is perhaps its most important asset. Interestingly, the two seem to age at about the same rate. Thirteen years. That’s roughly the point when most homes need some attention. Carpets are worn, colours feel tired, and the decor that’s accumulated through the years doesn’t necessarily match. The same is true for brands. What was once fresh and edgy becomes commonplace—or worse, it seems dated, like a house with plenty of telephone jacks, but no Wi-Fi. Thirteen years. That’s the last time Deloitte refreshed its brand. It was 2003. Phones with cameras were a novelty. Apple introduced iTunes. Facebook didn’t exist.