Strong brands are built over time. These days, we are much more conscious of brand equity, so we are able to plan for, and intentionally create, a brand identity, a brand’s voice and perceived value in the market.
Most dictionary definitions of “Brand” go something like this:
– a category of products that are all made by a particular company and all have a particular name
– a particular kind or type of something
The history of accounting is thousands of years old and can be traced to ancient civilizations, but the oldest continuously functioning accounting firm can be traced to Josiah Wade in 1780 in Bristol, England, who specialised in auditing the accounting of merchants. The company became Tribe, Clark and Company in 1871 and finally merged with Deloitte in 1969.
Deloitte is an excellent example of where brand is synonymous with culture.
Deloitte considers its 195,000 skilled professionals to be actively shaping its brand. The professional services providers are the brand. In Deloitte, B2B is viewed as P2P — people to people — and Deloitte member firm professionals offer personal knowledge, insights, and experience. Training is provided worldwide to educate Deloitte professionals about the importance and function of the brand.
In September 2008, Deloitte Belgium welcomed its newest class of recent graduates and held a special event at which they met some of their new colleagues and were introduced to the firm. The introduction was most notable for its conclusion: at the end of the day, each of the newcomers received keys to their very own Deloitte-branded Mini Cooper car. Following the screening of a promotional film featuring hundreds of the cars touring the streets of Brussels (shot from a helicopter) and group participation in a safe-driving course, the new hires departed with a new car and a new appreciation for the organization they had joined. The initiative was rolled out in 2008, but juniors who start at Deloitte Belgium still receive a Mini and color the streets of Belgium.**