It’s a competitive world!
The results of a Google search for ‘Accountant in <your county>’ returns pages and pages of suggestions. This just confirms how competitive the accountancy industry is. Add to this the emergence of cloud technology, accountancy practices need to adapt and add value in order to stand out from the crowd.
Out with the old…
We met a forward-thinking team of partners in July 2016, whilst they were still trading as Wilder Coe. At the time, they were going through a restructure of the business. The evolution meant a complete name change was required and a new brand identity design that could incorporate two parts of the new business; the accountancy practice and the payroll bureau.
In with the new…brand identity
The steps to create a brand were completely unknown to the partners, so they were extremely happy to be guided by us throughout the process.
Firstly, we needed to come up with a new name. The name needed to reflect the firm’s experience as qualified Chartered Certified Accountants and their long record of excellence. It had to appeal to their target market; budding entrepreneurs, established businesses and individuals in vocational fields.
During a fun and energetic meeting, which we facilitated, the partners decided on the name Sigma Partners.
The next step was to develop a series of brand identity designs playing on the sigma symbol.
The uppercase sigma is familiar to those regularly using spreadsheets, however, the lowercase sigma symbol is not so well known and this is what we incorporated into the logotype to create a subtle but memorable identity.
Research reinforces how important colour is when developing a brand identity:
- 60% of the time people will decide if they are attracted or not to a message – based on colour alone!
- Colour can increase brand recognition by up to 80 percent.
The dominant colours for the Sigma brand are green and blue.
Green symbolises life, vitality, balance and energy. This gives Sigma’s clients the reassuring feeling that they are qualified to assist their business.
Green is associated with growth, harmony, freshness, safety, and the environment.
Green is also traditionally associated with money, finances, banking and ambition.
Blue is a calming colour that denotes security, confidence, intelligence and trust.
Deep shades of blue are a sign of expertise, further endorsing the comfort that Sigma’s clients are in the hands of a qualified and skilled accountancy practice.
To reflect the local area where Sigma’s clients are based, landscape photography from around Mid Sussex has been used on the website, creating an energy and balance to the brand.
Consistency across all communications…
The new logos have been implemented across all communication channels, including stationery, advertising, website, signage and social media.
The lowercase sigma theme can also be seen throughout the website.
The future for Sigma Partners
Sigma Partners now has a clean modern image and a new face to promote to their target market. Their new brand identity underpins how they help small and medium sized businesses in the Mid Sussex area to plan their business, handling all aspects of taxation from self-assessment to corporation tax, assisting in financial planning, audit and provide business consultancy.
“ From the beginning, Steve was fully engaged with the project and completely understood what we wanted to achieve with the rebrand.
All of the design concepts he produced were excellent and produced a considerable amount of dialogue between the partners!!
His vision and creative input was excellent and also keep the project moving and on track, whilst also advising on other items around the rebrand. We are all delighted with the outcome.”
What does your brand image say about you?
In order to flourish and grow, businesses need to evolve, just as Sigma Partners has done. If you feel that your brand no longer represents your business and you would like an informal chat to see how you can refresh or completely change your image, feel free to call us on 01293 886805 or email us.
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