Eide Like Our Brand to be About the MarketBy Joe Walsh
July 26, 2017
When we first met the marketers and leaders of Eide Bailly—a top 25 US CPA and Advisory firm planning to celebrate its 100th year of remarkable success in 2017— they told us they wanted their brand to be more about the market than the firm. Imagine that!
Organized under the brand promise “what inspires you, inspires us,” the star of the new approach to communications is a web navigational tool and branding device that begins with “Eide Like ...” The device accomplishes two important goals.
First, it solves a name confustion problem as the firm continues to enter new markets in the West and Mid-West. Many who are unfamiliar with the fast growing firm do not know how to pronounce Eide. Hint: It rhymes with I’d.
Second, “Eide like ...” organizes the firm around client, prospect, and recruits’ goals and ambitions. As in, Eide like to avoid tax reform surprises or Eide like to work with people I like.
The culture of this great firm is equally parts warm, confident and accomplished. The brand strikes that balance with relatable imagery and an approach to content that is respectful of people’s time and interest. Virtually every line of copy on the website was rewritten in a new style.
While the website, shown below, is the centerpiece of the new approach to Eide Bailly communications, everything beyond the logo is new. This includes ads, email marketing templates, pitch and proposal ware, trade show booth exhibits, new professional bio photography and more.
Examples of the new firmwide collateral system, shown below for the firm’s government sector practice, provide a flavor not only for what the firm knows and does, but what it’s like to work with Eide Bailly.