Case Study: Deloitte
The world's largest professional service organization builds a brand and brand center for the speed of business.
Brand extends far beyond the brand team
The Deloitte Global Brand team includes self-proclaimed brand and brand governance “geeks,” but they understand that for most of their 457,000 colleagues, such matters are a chore, not a passion. Some folks say, ‘I don’t have time for brand. I have to meet this goal. I have to meet with this client. I don’t have time to be worrying about that.’
Deloitte takes a different view: “We are all brand ambassadors. It is all our jobs to be representatives of the brand.”
In 2016, Deloitte launched its refreshed brand identity with a single brand architecture and identity system to deliver on a consistent and meaningful global Deloitte experience.
A new hub for a new brand
Deloitte’s previous identity, created in 2003, was built for a pre-tablet, pre-smartphone world.
Deloitte believes that if a brand identity system does not accommodate how practitioners do business, people aren’t going to use it. This can cause the brand to become diluted and inconsistent. Before rebranding, Deloitte also knew the new brand must deliver the same experience regardless of where a client is geographically, which business they interact with, or what device they use to reach any professional from their global consultancy.
The evolved brand demanded an evolved brand center, which meant investing in dynamic technology reflective of an undisputed leader. Deloitte needed a platform that would function as a beacon for brand governance.
Beam was a natural fit.
Together, the Beam and Deloitte Global Brand teams set out to bring Deloitte’s new brand to life and to make sure it remains as compelling and relevant as the day it was launched. That meant transforming Deloitte’s longtime brand center, Brand Space, from a centralized repository of static guidelines to a platform that teems with living, breathing content. The best practices, brand showcase gallery, for example, is currently updated on a daily basis.
There’s also a training section of digestible videos covering a range of brand touchpoints, from creating on-voice content to delivering an on-brand experience.
There’s also a training section of digestible videos covering a range of brand touchpoints, from creating on-voice content to delivering an on-brand experience.
Championing change, one step at a time
Aware that a revamped brand and Brand Space represented a huge change management process, the Deloitte Global Brand team didn’t implement it overnight. Instead, they gradually used Beam to roll out the brand.
The team provided support through local brand teams worldwide, allowing a three-month period for all users to be able to transition. Prior to that, Brand Space had a soft-launch period during which all brand and marketing professionals around the globe could leverage all the materials and kickstart processes. Ultimately, it was a six-month process comprising a soft launch followed by a global launch.
The team provided support through local brand teams worldwide, allowing a three-month period for all users to be able to transition. Prior to that, Brand Space had a soft-launch period during which all brand and marketing professionals around the globe could leverage all the materials and kickstart processes. Ultimately, it was a six-month process comprising a soft launch followed by a global launch.
An equal-opportunity brand center
In addition to giving teams ample time and support to transition to their new way of brand governing, the Deloitte Global Brand team knew another key to rebrand success would be accessibility.
Cognizant that all too often brand centers are built with only designers, marketers and brand teams in mind, the team conducted extensive user testing with the Beam team to ensure Brand Space would be usable for everyone. The platform is device-agnostic, so it features a consistent user experience whether associates are accessing the platform via desktop, mobile or tablet. In addition, the team has organized ongoing global engagement initiatives, like photo contests, to ensure that associates continue to use the platform to its best advantage.
Cognizant that all too often brand centers are built with only designers, marketers and brand teams in mind, the team conducted extensive user testing with the Beam team to ensure Brand Space would be usable for everyone. The platform is device-agnostic, so it features a consistent user experience whether associates are accessing the platform via desktop, mobile or tablet. In addition, the team has organized ongoing global engagement initiatives, like photo contests, to ensure that associates continue to use the platform to its best advantage.
A brand (and center) built for engagement
To date, Brand Space houses more than 221 templates and 7,506 images. Not a PDF in sight, the content is all laid out in an in-page, engaging, fully searchable way that’s intuitive to access and easy to update, ensuring the Deloitte brand architecture and identity system remain consistent as the brand flexes to fit the dynamic business.
The Deloitte Global Brand team has not only created a brand that’s in alignment with Deloitte’s go-to-market strategy and business practices, but also one that, thanks to Brand Space, is easier to use and engage with than ever before. The proof is in the numbers: Today, Brand Space receives tens of thousands of unique visitors per month.
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