Friday, 08 April 2011 08:45

Best implementation of a rebrand

    The end of 2009 and beginning of 2010 was an exceptionally busy time for accountancy organisation BDO. There was a major rebrand underway after years of strengthening its network and responding to clients’ changing needs.
   By dropping its local differentiator names (it had been branded as Stoy Mayward in the UK) and bringing its member firms in 110 countries under the single heading of BDO, the organisation conveyed a refreshed visual identity and messaging,
   But implementing the rebrand was certainly a challenge. Having over 1,000 offices around the world and a staff body of up to 46,000 people, a flawless strategy was crucial in order to ensure consistency.
   BDO was supported in its brand implementation by Fairley & Associates and its creative agency Green Target, who both placed quick, high quality delivery at the heart of the strategy.
   A network of local implementers was established, alongside an online brand centre for people to help themselves to toolkits, guidelines, templates and a new image bank. Online training was also held in-house.
   The efficiency of the implementation strategy was such that more than half of the BDO firms successfully completed implementation seven months ahead of schedule.