brand booklet jan 2012

Internal communication only

essential facts about bDo

Essential facts about BDO2

a strong branD value proposition must reflect a clear competitive point of Difference – for us it is how we build and maintain our client relationships.Distinctive: characteristic, idiosyncratic, distinguishing, individual, unique, specialDifferent: diverse, unlike, poles apart, not the same, separate, dissimilar

message from the national chairman it is pleasing to note that through the efforts of all within the firm, our brand continues to go from strength to strength in our local, national and international markets. this is evidenced by the increased quality of our client portfolio, as well as positive market research responses, a marked increase in requests to tender for work, and significant improvements in the regularlity of journalists seeking expert opinion from bdo. our success has been the result of not just our marketing efforts, but also the attitudes and behaviours of our people at all levels in the organisation, working together to continue to build the bdo brand. but we cannot rest on our laurels. we must continue to take responsibility to further strengthen our brand.

at bdo we continue to drive the message that a strong brand will help us all succeed, but only if we all contribute to our brand and what it means. a strong brand can open doors for us, get us on the shopping list to acquire quality clients, and before we even meet the client, it provides them with a good impression that we can build on through personal relationships - the heart of our brand.

having a strong brand also resonates with our existing clients which increases their level of comfort that they have made the right decision to work with us, and provides further assurance that they are receiving quality advice.

our key challenge as we continue to grow is to ensure our brand is consistent in our various markets. this means we need to have agreement on how the brand is represented and ensure that it is applied the same way everywhere in the world. this requires discipline, understanding, agreement and, in some cases, having to put our own opinions aside.

so, it is in everyone’s best interest, and indeed the board believes it is everybody’s responsibility, to make sure that everyone is familiar with our brand, understands what it represents, and all it stands for, and to do all you can to live up to the brand to ensure it is applied consistently.

the national board encourages everyone to ensure you understand what makes bdo different from the rest.

this booklet is your reference document to help you understand bdo’s brand strategy.

“the brand is everyone’s responsibility”

Essential facts about BDO 3

TOny Schiffmannnational chairman, bdo

fifthThe BDO network is the world’s fifth largest accountancy network

1,082Offices everywhere you need them

48,807Partners and staff worldwide

135Present in over 135 countries

note: these statistics can change from time to time. please check with a marketing professional to ensure the statistics are up to date if you intend to use these for external purposes.


about bdoin australia, BDO:• was established as an association of firms in 1975• is now one of australia’s largest associations of independently

owned accounting practices• has approximately 1300 people, including 155 partners and

directors working in all states and territories• offers a broad range of accounting and business advisory

services• services clients ranging from large corporate organisations to

private businesses, entrepreneurs and individuals across a wide range of industry sectors

• realises that no two organisations are the same. our clients distinctively different needs drive our approach.

internationally BDO:• is a worldwide network of professional services firms each

independently serving local and international clients in its own country

• offers a wide range of accounting and business advisory services

• was founded in 1963, when it was called binder dijker otte• is now the world’s 5th largest professional services network• consists of member firms in 135 countries• employs approximately 48,807 people in over 1,082 offices

worldwide• is coordinated by the international executive office in brussels,

belgium• is known for a natural affinity for client rapport and strong

client relationships• believes that ‘what matters to you, matters to us’• is operating in a market split between local practices and

global firms• is unlike other professional services firms.


North America & Caribbean

Latin & South America

Sub-SaharanAfrica

Middle East

Asia Pacific

ArubaBahamasBritish Virgin IslandsCanadaCayman IslandsCuracaoJamaicaMexico

Trinidad & TobagoUSA

Argentina Bolivia Brazil Chile Colombia Costa Rica

Dominican Republic Ecuador El Salvador Guatemala Panama Paraguay Peru Suriname Uruguay Venezuela

AlgeriaAustria Belgium Cyprus Denmark Finland France Germany Gibraltar Greece GreenlandGuernsey Ireland

Israel Isle of Man

Italy

Jersey Liechtenstein Luxembourg Malta Morocco Netherlands Norway Portugal Spain Sweden Switzerland Tunisia Turkey TurkmenistanUnited Kingdom

Angola Botswana

BurundiCape VerdeComoros

Mauritius Madagascar Mozambique Namibia Nigeria RwandaSenegal Seychelles South Africa

Zambia Zimbabwe

Bahrain Egypt Jordan Lebanon Oman Qatar Saudi Arabia UAE

AzerbaijanBelarusBulgaria Czech Republic

Estonia

Hungary Kazakhstan Latvia Lithuania Poland Romania Russia Serbia Slovakia Slovenia Turkmenistan Ukraine

Europe

Australia

ChinaHong KongIndia Indonesia Japan Korea

MacauMalaysia New Zealand

Croatia

Georgia

CambodiaPakistan Philippines Singapore Sri Lanka Taiwan Thailand Vietnam

St LuciaSt MaartenSt Vincent

Kenya

UgandaTanzania

February 2011

it is important that all of our people are aware of what we do and the services we provide, so that clients needs can be matched with the services we offer.audit bdo is recognised as possessing one of the largest, dedicated audit teams in australia. our team has deep technical knowledge and can assist clients to effectively improve systems and processes for external financial reporting and changing regulatory requirements, such as international financial reporting standards (ifrs).

our specialists apply bdo’s renowned international audit methodology to focus on key financial areas and provide constructive ideas for improving internal controls and business systems.

Business Recovery & insolvencyour national team of dedicated professionals has extensive experience in conducting business reviews and advising lenders, directors and other stakeholders on options available to enterprises facing financial problems. we help to develop strategies to maximise returns and preserve the value of the business. our business recovery & insolvency services encompass all facets of corporate and personal insolvency, business restructuring and turnaround management.

corporate & international Taxbdo’s national team of multi-disciplinary tax professionals has exceptional technical and industry knowledge and is committed to working with clients to capture opportunities and manage risks. our team of corporate tax specialists, indirect tax advisers and lawyers, can help to navigate the complex tax landscape by providing tailored advice and support on a range of issues including major transactions, international dealings, conflict resolution, cost control, employment issues and corporate governance.

indirect Taxbdo can assist with Goods and services tax, fuel tax credits, customs duty, enhanced project by-law scheme, state taxes and government incentives including the r&d tax concession, r&d tax offsets (cash rebate), r&d grants and export incentives.

corporate financebdo has one of the largest corporate finance teams in australia, servicing the corporate and investment sectors, nationally and globally. together with our dedicated team, we use our international bdo network to assist in making strategic business decisions through specialist transaction advice, commercially sound valuations, due diligence and effective merger and acquisition strategies, as well as financial modelling advice.

Risk advisorybdo’s risk advisory team works closely with clients to assist in the management of risk and the achievement of strategic business objectives through proper internal control systems. our professionals provide the value-added risk management capabilities needed to mitigate business risk, support business strategies and continuously improve operational performance. our risk advisory capabilities include internal audit, information technology and fraud.

forensic Servicesbdo’s national forensic services team consists of multi-disciplinary experts with proven industry experience. our specialist team consists of certified fraud examiners, valuers, accountants, auditors, lawyers, computer forensic practitioners, data analysis and corporate investigators. the experience and detailed knowledge of legislation , investigative process and court procedures of our team also allows them to support legal professionals with their forensic requirements.


our services

Private & Entrepreneurial client Services bdo’s private & entrepreneurial client specialists partner with clients to ensure business success by driving growth, value and profitability. our advisers have deep and broad industry knowledge and exceptional experience in developing growth strategies, providing taxation structuring and advice, compliance, wealth creation and management advice to entrepreneurs, private clients and owner-managed businesses of all sizes.

Performance improvementour performance improvement team comprise specialists with deep industry and functional expertise. we work with clients to help develop and execute strategic initiatives, partnering with them in small teams of senior and highly skilled resources. our team bring exceptional skills from a variety of backgrounds to enable us to look beyond standard solutions to develop new insights that add value and ensure our clients’ outcomes are achieved. our services include business and strategy planning and reviews, financial strategy and analysis, developing or refining operating models, process re-engineering and improvement, technology services, project and program management and human capital solutions.

Wealth managementwealth management delivers high quality, tailored wealth management solutions and advice to help clients meet their financial goals and lifestyle needs. no matter what stage of life they are at, bdo’s experienced advisers can tailor an effective strategy and progressive plan, to set our clients on the path to financial success.

our sectorswe have specialist industry knowledge and a deep understanding and appreciation of risks, issues and opportunities in the following sectors:• agribusiness • automotive• environmental sustainability• family business • financial services • Government & public sector• natural resources• not-for-profit • property & construction • retail • technology, media & telecommunications.

for more information – check out bdo.com.au



Having a strong branD will Help us all succeeD but only if we all contribute to what our brand represents.


our brand strategyOur market positionour strategy is designed to achieve strong and sustained growth in our scale and capabilities, but it does not aim to make bdo a big fifth. far from it, we want to give our clients and our people an alternative that is unlike other options – an alternative that is distinctively different.

our positioning• articulates the unique value we bring to our clients• forms the basis of bdo’s reputation• establishes the benchmark for stakeholder expectations• provides common direction, meaning and focus to you as an

employee and valued bdo brand ambassador.

our point of differenceclients tend to make decisions based on both head and heart criteria. we offer our clients the combination of a relationship-driven service style (heart decision) with the depth and breadth of experience and expertise in technical and industry knowledge (head decision). bdo can deliver on both head and heart criteria.

what makes us different is our ability to provide technical expertise and industry experience that is comparable to large competition, while maintaining our focus on the relationship driven-style of smaller firms.

Big 4

The rest

Proximity/intimacy/Loyalty

Glo

bal r

esou

rce

sect

or s

peci

alis

atio

nmarket gap Diagram

Our opportunityour market is growing, bdo sees opportunities in the challenges our industry faces and is ready and willing to capture them.

we are gaining market share from both our larger and smaller competitors. we are broadening our capabilities, developing our people and attracting high calibre clients and staff.

market research showed that there is significant benefit in becoming famous for building relationships with clients. as such, the concept of ‘relationships’ has become part of the bdo brand value proposition.


The BDO brand is:• a definition of our position in the market• a framework for how we do business on a national and

international basis• an inspirational vision for the future• represented by our people.

brand personalityWords that describe our brand:• bold, gutsy and confident• spirited and smart• honest and open• friendly & affable• irreverent and fun.

imageryour imagery concept aims to reflect an outward-looking approach and is about showing how we ‘reflect’ our clients and our people. as such we often use duality (ie. two of, or duplication). we aim to use clean, and simple images.

illustrations and clip art are never allowed.

more information is available in the cVi Guidelines: imagery.

brand valuesAttaining excellence in our:People at bdo we look out for our clients’ best interests by developing outstanding client relationships. we train our people in common methodologies and unified service delivery to foster effective knowledge sharing and technical excellence.

Resultsour strong client relationships help to deliver proven results for our clients. we use our solid understanding of the client’s business and industry, in conjunction with our global and national capability to achieve the right results.

Relationshipsbdo has a natural affinity for client rapport and is committed to the sustainable development of our clients businesses. we aim to provide trusted personal relationships in the delivery of our services to clients.

Reputationbdo has a solid reputation for valued advice and services based on integrity, professionalism and ethical behaviour.


our brand strategyclient charterdistinctively different – it’s how we see you …

…your distinctively different needs drive our distinctively different approach.

our distinctively different approachhow we approach our clients work is based on their distinctively different needs. we can tell our clients it is how we:• see you• work with you• think about you• listen to you• Get results for you• add value to your business• help drive your business• help plan for growth.

that in turn makes us distinctively different. in short - we do what we say we will do.

our brand purpose – we exist – … to create strong relationships with clients who are seeking a combination of technical excellence with a specialised range of services and a desire for an outstanding client relationship.

Key messages:1. at bdo we know each of our clients is distinctively different.2. our clients tell us it’s our attitude and approach to them that’s

different.3. our depth of service and proven results speak for themselves.

bdo in 30 secondswe are a leading audit, tax and advisory firm, whose strong client relationships have helped deliver proven results for our clients.

at bdo we know each of our clients is distinctively different – their needs drive our approach. it’s because of this our clients tell us our attitude and approach to them makes us distinctively different.

our depth of service and proven results speak for themselves, with 155 partners and directors, and 1300 people in 11 offices across australia, we offer a broad range of accounting and business advisory services to clients ranging from large corporate organisations to private businesses, entrepreneurs and individuals, across a wide range of industry sectors.


tHe branD succeeDs wHen we are autHentic – when we do what we say we will do.


our behaviour is critical in fulfilling our brand promise.

what is my role?it is the responsibility of all our people to bring our brand to life in everything we do – in every interaction with our clients. these might be formal interactions like meetings or informal interactions at networking events or even seeing someone on the street.

we must also bring our brand to life in all of our written, visual and verbal communication materials.

the way in which we bring the brand to life is just as critical as the words chosen to position the brand. how we choose to deliver on the positioning and messages impacts on how well we bring the positioning to life.

the best way you can do this is to understand what the brand represents. this booklet provides all of the key details to help deliver, and consistently apply, a strong message to the marketplace.

we recognise that written application differs significantly from verbal delivery and as such, we do not expect our people to recite word for word. rather, we encourage authentic and comfortable use of our brand statements.

further training and development will be available to assist staff to talk about our brand authentically via training programs, update seminars and internal communications. these training sessions teach our people to articulate our brand in their own words, whilst still retaining the brand’s intent and key messages.

if you have any queries about branding or have additional brand requirements please contact a member of your marketing team.


brand consistency

strong brands are those that are applied consistently everywhere they appear.as an international brand, bdo has established guidelines and protocols to manage the consistency of its brand internationally. these include obvious elements such as the logo, colour scheme and font, but also extends to tone of voice in written expression and writing style, and also use in social networking platforms.

having brand consistency means having agreement on how we represent the brand – whether that is in print, speaking with a client on the phone or even at an event. we need to represent the brand in the same way wherever we are in the world. this requires discipline, understanding, agreement and in some cases, having to put our own opinions aside for the greater good.

Why have brand consistency?if we are not consistent with our branding, clients could assume that our services are not consistent either. our clients are increasingly serviced by the big 4 and expect a consistent experience. competitor performance is also on the rise, so we need to maintain our focus on the consistency of our brand. brand consistency also creates efficiencies, saves time, energy and resources by not having to continually recreate and develop new ways of representing our brand.

the following provides some basic guidelines to ensure that our brand is consistent. full Guidelines are available on the intranet, although you should consult with your local marketing professional for any local requirements, or the national marketing & business development manager for national initatives.

how do we create brand consistency?• follow the corporate Visual identity• use the same tone of voice reflective of our brand’s personality• reflect what we represent as a brand in everything that we do -

at every touch point with our clients – wherever they are in the world.

Brand basicsthere are a few basic rules guiding the use of our brand that you should be aware of on the facing page. more detail is available on the intranet and from your marketing department.


logotype• minimum clearance - minimum clearance means a clear space

separating it from other elements.• positioning - our logo should only ever appear top left or

bottom right.

locatorthe locator is a graphic device that points to, or locates, the most important or most relevant aspect of any communication. the construction and rules relating to its position are complex and you should consult with a marketing professional on any aspect of the locator.

typographywe only ever use trebuchet for bdo branded materials. the marketing department use a font called bliss pro which is the publishing equivalent of trebuchet.

disclaimersensure you use the right disclaimer – important for risk mitigation – if in doubt – check with your marketing professional.

positioning statement or tagline‘distinctively different – it’s how we see you’ has rules associated with how it appears – you should always check with marketing to ensure that the tagline is represented correctly.

descriptor our discriptor is generally used in conjunction with the tagline – this describes what bdo does.

the descriptor is audit. tax. advisory. as with the tagline, it has specific rules associated with how it appears.

CONTENTSPRINT PAGE 14BDO VISUAL IDENTITY GUIDELINES: BASIC ELEMENTS

MINIMUM CLEAR SPACE

To ensure the BDO logotype is clearly legible it must always appear with a minimum clear space separating it from other visual elements. This rule applies to all sizes of reproduction and has been calculated using the ‘B’ of our logo, as shown in the example. This exists as a guide within the electronic logotype artwork fi les.

Distinctively different – it’s how we see you

Audit • tAx • Advisory


OUR TYPOGRAPHYINTRODUCTION

The appearance of our words helps to shape the way we read them. Given that a signifi cant proportion of our communications is written, our choice of typography has a huge infl uence on the way we are perceived. The criteria for choosing a font are many and complicated. A font should:

– Be clearly legible in different sizes, while being effi cient in the way that it uses space

– Work equally well online as it does in print

– Have a subtly distinctive character that makes it identifi ably BDO

– Be widely available on desktops and operating systems and in different browsers

– Refl ect our global nature by working in different characters, e.g. Latin, Greek, Arabic, Chinese

– Be easy to manage.

Our new corporate fonts fulfi l all of these criteria in a way that will make our communications easier to produce.

Trebuchet MS

ANDBliss Pro


LOCATOR GRAPHIC DEVICE CONSTRUCTION

The most distinctive visual characteristics of our logotype are the angled ‘cuts’ through the ‘B’, the ‘D’ and the red frame which make it unusual and identifi able. The locator’s two separate vertical lines ending in an angle of 35° echo these angled cuts.

The width of the locator device is calculated as three times the width of the vertical frame (a) of the logotype, from which it is derived.

To create the locator clear space, measure one locator width (b) either side of wherever the locator is positioned. This rule applies to the position of the logotype, headlines and copy, but not to background colour or imagery.

The locator device should always be reproduced using BDO red (or as 100% black in black and white applications)

(a)1.5mm

(a) (b)

(b)(b)(b)

(b)

(27mm wide logo)

Example construction:

(b)4.5mm

Clear space –4.5mm all around

35º

35º

3 x 1.5mm = 4.5mm

BRAND CENTRE DOWNLOADS


LOCATOR GRAPHIC DEVICE CONSTRUCTION

The most distinctive visual characteristics of our logotype are the angled ‘cuts’ through the ‘B’, the ‘D’ and the red frame which make it unusual and identifi able. The locator’s two separate vertical lines ending in an angle of 35° echo these angled cuts.

The width of the locator device is calculated as three times the width of the vertical frame (a) of the logotype, from which it is derived.

To create the locator clear space, measure one locator width (b) either side of wherever the locator is positioned. This rule applies to the position of the logotype, headlines and copy, but not to background colour or imagery.

The locator device should always be reproduced using BDO red (or as 100% black in black and white applications)

(a)1.5mm

(a) (b)

(b)(b)(b)

(b)

(27mm wide logo)

Example construction:

(b)4.5mm

Clear space –4.5mm all around

35º

35º

3 x 1.5mm = 4.5mm

BRAND CENTRE DOWNLOADS

aDelaiDe

brisbane

cairns

Darwin

Hobart

melbourne

pertH

sydney

1300 138 991 www.bdo.com.au

Distinctively different – it’s how we see youAudit • tAx • Advisory

bdo (australia) ltd acn 050 110 275, an australian company limited by guarantee, is a member of bdo international ltd, a uK company limited by guarantee, and forms part of the international bdo network of independent member firms. liability limited by a scheme approved under professional standards legislation (other than for the acts or omissions of financial services licensees) in each state or territory other than tasmania.

bdo is the brand name for the bdo network and for each of the bdo member firms.

© 2012 bdo (australia) ltd. all rights reserved.

brand booklet jan 2012

Documents

bdo brand

bdos brand

bdo different

bdofifththe bdo network

bdoessential facts

quality clients

client relationships

national board