Making the Chartered brand work for your firm

Dec 01, 2017

Claire Percy writes:

Members consistently tell us that “protecting and promoting the Chartered brand” is one of the key services that Chartered Accountants Ireland can provide to them. Often, this feedback relates to student recruitment and the continuity of the profession. However it is also critical in terms of helping consumers, employers and business decision-makers understand the value of choosing a Chartered Accountant.

The Institute supports the brand year-long across all its services and through a range of promotional activities. This includes the annual brand advertising campaign, “Make Sure your Accountant is a Chartered Accountant”, which is currently running. The key message of the campaign is that businesses can have confidence in the training, standards and experience of Chartered Accountants in every sector.

This “confidence” message is being carried across radio, press and online. This year, in order to maximise the local benefit to our firms and members nationwide, a number of regional innovations have been introduced, with regional press and radio in use alongside national outlets.

In order to connect the advertising even more directly with our network of 1,500+ practices around the island, the campaign is also supplemented by a direct mail initiative. All firms should by now have received a pack containing two high-quality window vinyls for use on their offices windows or doors. The purpose of this is to promote visibility of the recently-refreshed Institute logo on the high street. This will help consumers link the advertising message to their own local Chartered Accountant – and create a “multiplier effect” that builds the confidence message for all members.

The pack also provides access to co-branded marketing materials and gives links to download logos for use on firms’ own websites and promotional materials. There was also an online competition to win a table at this year’s annual dinner – simply by showing the Chartered logo in action.

The design of this campaign was greatly assisted by the input of the Members in Practice committee and Strategic Communications committee. We are very keen to  hear wider feedback, and in particular may look at offering a more permanent signage option in future. Please take a look at www.charteredaccountants.ie/Brand for more information or to get in touch with feedback on the campaign or how we can assist you to make the Chartered brand work for your firm.