Accounting and advisory firm Berdon LLP earned the accolades of its peers — winning an award for the best “Integrated Branding Program.” The award was announced at the May 22, 2014 Association of Accounting Marketing Summit held in Austin, Texas, a two-day event with more than 400 attendees.
“I’m very proud of what was a concerted effort of our entire marketing team,” says CMO Kayte Steinert-Threlkeld. “Our objective was to create a simple, elegant brand that would differentiate the firm in the marketplace and reflect the high standard of expertise that we bring to clients.”
The undertaking was sweeping and comprehensive. It was built on creating a tag line “Listen. Solve. Do.” that addressed client and prospect needs and why they choose and stay with Berdon. All of the creative work, from concept through design, was done internally by Berdon’s marketing department. A new logo and all new collateral, including the firm’s letterhead, tax folders, financial statement covers, and its array of marketing materials, were created by the firm’s in-house graphic designer Matina Korologos Velez.
Simultaneously, the marketing team carried out a total redesign and redirection of the Berdon website in tune with the firm’s new look. “It is now client-centric and content-driven. Rather than an all-about-us site, the focus is on delivering meaningful content to the reader,” says Steinert-Threlkeld.
“We’re very pleased with the feedback both internally and externally and proud that the firm has been recognized by accounting industry colleagues,” says managing partner Mark Bosswick. “Kayte and her team were able to accomplish a lot in a brief time, a testament to both creativity and efficiency.”
The Association for Accounting Marketing (AAM) provides resources and support to more than 800 CPA and consulting firm marketing and sales professionals, partners, firm administrators, and representatives of businesses who offer products and services to the accounting industry.