ParenteBeard launches new brand
ParenteBeard LLC, a Philadelphia-based CPA and business advisory firm, has announced the regional launch of its new brand.
The ParenteBeard brand identity starts with its new, progressive logo using energetic colors that visually represents the firm's depth and breadth, as well as the momentum and energy ParenteBeard brings to its client relationships, according to the company. The new brand statement - "Confidence through Clarity" - simply states the firm's promise to connect with its clients and deliver the clarity that creates confidence and success.
Timing of the brand launch coincides with the recent announcement by Accounting Today that the firm is now ranked as the 21st largest firm in the country and the fastest growing firm in the United States (Accounting Today Top 100 Firms, March 2010). The firm also is the largest regional firm in the Mid Atlantic area, with 25 locations in six states, 165 partners, and more than 1,000 team members.
"Being able to see what's really important for clients: broader and deeper capabilities, unparalleled partner-level attention, new service offerings for changing times, and a complex global economy - that is what "Confidence through Clarity" says," said Robert Ciaruffoli, ParenteBeard CEO. "We are committed to an ongoing focus on excellence in every aspect of how we serve our clients. It's what makes ParenteBeard unique and with our new brand, we have defined our promise to our clients and the industry at large."
The firm's brand identity and brand platform were created following a variety of research, including surveys of clients and ParenteBeard team members, brand workshops, and one-on-one interviews with the firm's key leaders.
The brand launch includes development of a comprehensive marketing and communications program, which includes a new firm Web site - parentebeard.com - as well as a new firm brochure and a strong advertising program that features the newly developed "Power to See" campaign.
"With our strong visual identity, brand positioning, and unique messaging, we send an unmistakably clear, decisive message," said Maggy MacPherson, ParenteBeard director of marketing and communications. "The energy and excitement around our new identity and messaging is evident in every ParenteBeard location. We are proud to present ParenteBeard to our markets."
Lamar Stoltzfus, chairman of ParenteBeard, understands the value of a strong brand. "Our brand is so much more than the visual identity and tag line. Our brand is the embodiment of everything that ParenteBeard represents - our people, our client service philosophy, our community relationships," said Stoltzfus. "We will do everything we can to promote a consistent and superior brand experience."
Voice of the Editor
Which isn’t completely true. I mean, occasionally I drop by when I manage to sneak out of the nonstop frat party over at Going Concern, but I’m mostly a wallflower over there. I’m happy to say that I’ve been given express permission (or explicit orders, if you like) to wander over here to AccountingWEB more often.
Why is that, you might ask? My job is to replace the irreplaceable Gail Perry as Editor-in-Chief. What does that mean? I don’t really know! I think it’ll be fun getting a feel for things, throwing in my own thoughts here and there, and listening to the discussions you’re having about the accounting profession.