Post on 30-Dec-2015
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Brand GuidelinesWorking together to develop global & local brand awareness
April 2012
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
1. Welcome 4
2. Taxand Brand Introduction 5-11
– Overview 5
– Taxand Global Brand Centre 6
– What is Taxand? 7
– What is our Vision? 8
– How does our Vision affect our Brand? 9
– Global Visual Identity 10
– Brand Values 11
3. Taxand Linguistic Guidelines 12-16
– Overview 12
– Key Descriptors 13
– Value Proposition (Boilerplate) 14
– Elevator Pitch 15
– Unique Selling Points (USPs) 16
Contents
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
4. Taxand Global Marketing Collateral 17-36
– Overview 17
– Website 18
– Brochure & Inserts 19
– PowerPoint Presentations 20
– BD: Referrals & Client Relationships 21
– BD: Credentials, Targeting & More 22
– BD: Taxand Access 23
– BD: 1 Client, 1 Partner BD Challenge 24
– BD: Taxand DRIVE 25
– External Newsletter – Taxand’s Take 26
– Intranet – Taxander Portal 27
– Publications 28
– Media Factsheet & Press Releases 29
– Stationary: Business Cards, Letterhead & More 30
– Films 31
– Advertising 32
3
Contents
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
– Brand Merchandise 33
– Events Overview 34
– Events Tool 35
– Social Media Overview 36
– Taxand Social Media Channels 37
– Some of our BD & Marketing Deliverables 38
5. Taxand Local Brand Design Guidelines 39-60
– Brand Compliance Overview 39
– Taxand Name Incorporation & Examples 40-43
– Taxand Logo Application Across Deliverables 44-60
6. Taxander Compliance Checklists 61-70
– Summary 61
– Taxander Compliance Checklists 62-70
7. Brand Champions Contact List 71-72
8. Key Contacts 73
4
Contents
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
Dear Taxanders
Welcome to the Taxand Brand Guidelines. This is your “how to” guide to all things marketing in our Taxand world. It is designed to provide you with the knowledge you need to build our brand locally and the support you seek to spread the Taxand word globally.
Taxand is unique. We are dedicated to tax and passionate about working together for our clients’ success. We are committed to building our brand so that clients engage us above our competitors.
Provided here are: an introduction to our Taxand brand; linguistic guidelines to make sure you write and talk about our brand consistently; marketing collateral guidelines to make you aware of the tools and materials available to you; social media and events guidelines to ensure the best use of these channels; design guidelines to help you apply our brand to all of your marketing materials; and some tips to promoting our Taxand brand.
Please review this guide in detail and make sure you visit www.taxand.com/brandcentre to access all of the tools available to you. Your collaboration is imperative to our future success. To meet your brand obligations please review the Taxander Compliance Checklist (see pages 62-70). It’s a summary of the actions expressed throughout so you can quickly run through the different areas and check your compliance .
Each country’s compliance levels will be evaluated regularly and one to one support and guidance, provided. Taxand global marketing is here to help you. Whatever your query – large or small – don’t hesitate to get in touch. The more we can work together to develop global and local awareness of the Taxand brand, the better off we will all be.
Lynne SandlandGlobal Head of Marketing Taxand
Welcome
51 Welcome
T. +44 20 7072 3251E. lsandland@taxand.com
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
Taxand has developed a global corporate brand identity system to enhance our brand recognition worldwide
Provided here is a brief introduction to this system including our history, mission, vision, brand values and visual identity to help you familiarise yourselves with our global brand
A successful brand creates a memorable link between what a company’s name is, what it does and what it stands for. It is always consistent in its application. Inconsistency will erode brand equity and damage brand recall (that memorable link)
Please refer your queries to: Lynne SandlandGlobal Head of MarketingTaxandT. +44 20 7072 3251E. lsandland@taxand.com
Taxand Brand Introduction - Overview
62 Taxand Brand Introduction
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
Taxand Global Brand Centre
Taxand Brand Introduction2 7
Our dedicated Taxand brand microsite, www.taxand.com/brandcentre, is designed for the exclusive use of Taxanders and your agencies, providing secure but easy access to all our deliverables in one place
Whether you want to download the artwork for our brochure or publications; view our best practice guidelines or download high resolution Taxand logos www.taxand.com/brandcentre is where you need to go
Just access the Taxand Global Brand Centre at:www.taxand.com/brandcentreUsername: TaxandBrandCentrePassword: LivingtheBrand
Global marketing must be involved in the production of any globally branded collateral to ensure we do not dilute our brand equity
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
TAXAND HISTORYIn 2002 the tax advisory landscape changed radically. The largest international network of tax advisors disappeared. New legislation was introduced to prevent repeat disasters. Client demand for independent – separate from audit - tax advisors and Big 4 alternatives was created. At the same time the increasing complexity of tax systems demanded the expertise of local dedicated tax advisors and worldwide business operations required global capability. Taxand was established in 2005 by a respected group of nine entrepreneurial, independent tax firms committed to delivering a responsive tax advisory service to international and local clients around the world.
TAXAND DEVELOPMENTThe Taxand film – view at http://www.taxand.com/about/our_vision – summarises our story
WHAT IS TAXAND?Taxand is the world’s largest independent tax organisation with nearly 400 tax partners, over 2,000 tax advisors in nearly 50 countries. Taxand focuses on delivering high quality, integrated tax advice and does not undertake audit work. Taxand advisors work together to provide global tax services for clients.
MISSIONTo contribute to our clients’ success by anticipating and advising on the tax implicationsrelating to their most strategic decisions.
What is Taxand?
82 Taxand Brand Introduction
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
VISION PROGRAMME 20102010 saw Taxand’s fifth anniversary and the birth of our Vision programme. The time was ripe to review where we were and where we want to go. The following extract from the Taxand film script – view at http://www.taxand.com/about/our_vision - summarises our move from start up to integration.
So what is our Vision for the future? We are the global alternative. Our goal now is to be first choice. First choice for our clients. First choice for our people. First choice for our industry.
Taxand is different. Our culture is unique. We Taxandise for our clients. Our people are Taxanders. Our partners, partner our clients and each other. We have to. The quality of our service depends on it. To be first choice we will nurture our Taxandness because it’s what our clients seek. We have the scale already. But being a network isn’t enough. It’s no different to everyone else. We will deliver top advice, locally and globally. We will be “inter-dependent,” that’s integrated and independent. Through integration, teaming together and living our global brand we will continue to strike fear in our competitors, excite our people and build our client base.
Taxand is a global organisation of leading tax advisors. We are dedicated to delivering top quality strategic tax advice to drive the performance of multinational businesses. We are committed to providing seamless cross-border advice which adds value for our clients. We attract the best talent because we’re passionate about tax.
Through our interdependence - we act fast; we proactively give tailored advice that helps relieve the pressure of making complex tax decisions. By working together, with our partners actively leading every engagement from start to finish, we achieve excellence and efficiencies for our clients, globally.
That’s why Taxand’s Vision is:
to be the first choice for companies seeking quality, integrated, tax advice, worldwide
What is our Vision?
92 Taxand Brand Introduction
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
One of the key outputs from our Vision programme was the need to develop a “brand fix” to ensure compliance and present “one face to the market”
To achieve our Vision we must put every effort into building our global brand
The Taxander benefit: Put simply, increased brand reputation & awareness = more client wins
What are the key brand building steps?
We have changed our global brand positioning to reflect this face, we need to move towards a common brand adoption level and evolve our approach to achieving compliance and living the brand
All Taxand countries to move towards incorporating Taxand into your name within 2 years. The more firms with Taxand in their brand, the better global brand awareness
Taxand global brand positioning has changed. We no longer refer to Taxand as a network rather say Taxand is and Taxand does. Our new tagline is “Quality tax advice, globally”. In global materials we are referring to countries as Taxand France, Taxand India
Compliance to these brand guidelines is required and a detailed evaluation report will be prepared for the Board to review each year
Each country has an appointed brand champion to report on compliance (see pages 71 and 72)
Brand compliance alone will not deliver brand awareness rather activity across the marketing mix, will, so the more involvement in global initiatives, as well as promoting our brand locally, the better too!
How Does Our Vision Affect Our Brand?
102 Taxand Brand Introduction
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
The Taxand brand identity system consists of several different elements that need to be applied consistently across all mediums. In particular, it includes the Taxand logo which is also used locally as a quality kite mark to denote firms are part of Taxand, tagline (Quality tax advice, globally), global swoosh graphic, photography, colour palette, typeface, Taxand arrows, and Taxand bullets.
Taxand TypeFace / Font = Helvetica Neue (although Arial can be used as a substitute)
Taxand has negotiated a group license to allow Taxanders to use select photographs - please refer to global marketing for further guidance
Global marketing must be involved in the production of any globally branded collateral to ensure we do not dilute our brand equity
Global Visual Identity
112 Taxand Brand Introduction
Quality tax advice,globally
Taxand Logo Taxand Tagline Taxand Swoosh Taxand Bullet Taxand Arrow
Taxand Colour Palette Taxand Photography
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
There are a number of key words that express our brand personality and values – what we stand for:
RESPONSIVE – Our independence advantage allows us to act fast. Our clients don’t have to wait for us to undertake time-consuming audit-based conflict checks. At the same time clients can be confident they are adhering to best practice and law by engaging independent tax advisors
PRACTICAL – We focus on providing strategic tax advice that can be implemented. We are action-orientated
PASSIONATE – We are motivated by a unique passion to work together – all Taxand countries have competed to become and are proud to be a part of Taxand.
PROACTIVE – In our competitive space we are truly driven to perform. We focus on delivering a proactive service that adds value
COMMITTED – We are committed to fuelling client success by anticipating and advising on the tax implications associated with strategic business decisions. We treat every client as a priority
QUALITY – Every project is led by a partner from start to finish meaning engagements can be delivered faster, more cost effectively and to the highest quality standards
ENGAGING – We work harder to develop longstanding client relationships by listening to what our clients want and providing a professional and engaging experience
TEAMWORK – We work together as an integrated global team pooling our tax talent to deliver best results for our clients
Brand Values
122 Taxand Brand Introduction
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
Clients want to buy from one team and one “firm”
In order to build our global brand, we must consistently present one face to the market, one integrated team and use the same language around the world
Consistency in the language we use to describe Taxand is as important as achieving visual consistency
The more our key messages are repeated, the more our Taxand brand will be remembered
Provided here are linguistic guidelines to ensure we all talk the same talk both in marketing communications materials and face-to-face
Examples of where to apply these guidelines are also provided
Please use our common Taxand language whenever you can - whether you are talking to clients, journalists or even your own staff - everyone can make a difference by getting it right
Taxand Linguistic Guidelines Overview
133 Taxand Linguistic Guidelines
Please refer your queries to: Lynne SandlandGlobal Head of
MarketingTaxandT. +44 20 7072 3251E.
lsandland@taxand.com
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
Taxand is / Taxand does – We no longer refer to Taxand as a network, or an alliance or an association or affiliation. Instead we simply say for example Taxand provides high quality advice across nearly 50 countries; Taxand is independent and does not undertake audit work etc.
The world’s largest independent tax organisation – Where circumstances require an explanation we use the word organisation, not network or alliance or association etc.
Quality tax advice, globally – this is our tagline and is used in global marketing collateral in conjunction with the Taxand logo to say what we do. This does not have to be applied locally.
Taxand advisors / Taxanders – please use these terms rather than “members” to describe our people; advisors is spelt with an o rather than an e
Taxand France, Taxand India etc – in global materials we refer to countries as Taxand France, Taxand India and encourage this usage locally; for example BMR Advisors is Taxand India
Taxand countries / Taxand locations / Part of Taxand - membership implies a club or loose affiliation – as such we avoid using the term “member firms”
Network organisation
Member firms countries
Members Taxanders
www.taxand.com - please promote the global website on all of your marketing materials
In order to build our global brand, we must consistently present one face to the market, one integrated team and use the same descriptors around the world. Clients want to buy from one team and one “firm”
Key Descriptors
143 Taxand Linguistic Guidelines
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
Our value proposition sets out what we do and how we add value to our clients. It is our “boilerplate”. It is a concise summary which should be used by Taxanders in its full form wherever possible for example on websites, in brochures, in newsletters, in Notes to Editors in your press releases etc.
ABOUT TAXANDTaxand provides high quality, integrated tax advice worldwide. Our tax professionals, nearly 400 tax partners and
over 2,000 tax advisors in nearly 50 countries - grasp both the fine points of tax and the broader strategic implications, helping you mitigate risk, manage your tax burden and drive the performance of your business.
We're passionate about tax. We collaborate and share knowledge, capitalising on our collective expertise to provide you with high quality, tailored advice that helps relieve the pressures associated with making complex tax decisions.
We're also independent—ensuring that you adhere both to best practice and to tax law and that we remain free
from time-consuming audit-based conflict checks. This enables us to deliver practical advice, responsively.
Taxand has achieved worldwide market recognition. In the International Tax Review’s (ITR) World Tax 2012, over 95% of Taxand locations are ranked top. 32 Taxand countries were voted top in the ITR Tax Planning Survey 2011 and 35 countries were voted top in the ITR Transaction Tax Survey 2012. Taxand has received a number of ITR awards in 2011, including European Indirect Tax Firm of the Year; European Tax Policy Firm of the year and a further five ITR Europe national awards as well as six ITR Americas Awards. In 2010, Taxand won four regional awards: Asia Transfer Pricing Firm of the Year, Asia Tax Policy Firm of the Year,
Latin America Tax Disputes Firm of the Year and European Indirect Tax Firm of the Year and 10 national awards. Full details of awards can be viewed at www.taxand.com/media/factsheet
Value Proposition (Boilerplate)
153 Taxand Linguistic Guidelines
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
Often you will only have a very short period of time to communicate what Taxand is all about e.g. when networking at events. Our elevator pitch is designed to help you in these circumstances. The name reflects the fact that an elevator pitch can be delivered in the time span of an elevator ride.
Taxand provides high quality tax advice worldwide. We have over 2,000 specialist tax advisors in nearly 50 countries. We work as an integrated team providing global tax services for multinational clients. We deliver practical advice, fast. We can do this because all of our work is led by a partner from start to finish and because we’re independent – we’re not conflicted by time-consuming audit- based issues. We’re dedicated to tax.
Elevator Pitch
163 Taxand Linguistic Guidelines
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
Our unique selling points are the key messages that we need everyone to associate with the Taxand brand. Whether you are talking to clients, journalists or even your own staff, please refer to them.
DEDICATED TO TAX - No other truly global organisation is focused solely on providing tax advice
OUR INDEPENDENCE ADVANTAGE - Our independence advantage allows us to act fast. Our clients don’t have to wait for us to undertake time-consuming audit-based conflict checks. At the same time clients can be confident they are adhering to best practice and law by engaging independent tax advisors
PARTNER LED FROM START TO FINISH - Each of our client relationships is managed centrally by one partner from the Taxand country in the client’s primary region. This gives our clients access to highly specialised expertise from all countries of business activity, coordinated personally through a single experienced partner. It also means engagements can be delivered faster, more cost effectively and to the highest quality standards
LOCAL KNOWLEDGE, GLOBAL VIEW - Only advisors with full awareness of the varying tax systems of different countries – and the risks associated with transactions that flow across borders – can help companies plan for tax implications and avoid costly surprises. Our local tax specialists work together to deliver integrated global services
COMPLEX PROBLEMS, CUSTOMISED ADVICE - We solve our clients’ tax problems by delivering high quality bespoke advice
PASSIONATE ABOUT WORKING TOGETHER – We are dedicated to working together, sharing knowledge and capitalising on our collective expertise to deliver the highest-quality tax advice
PRACTICAL ADVICE, RESPONSIVELY DELIVERED - Because we are unencumbered by audit–based conflict checks, our firms have compact structures (un-bureaucratic and flatter hierarchies) and Taxand is structured to facilitate a free flow of communication between advisors in different locations, we commit to delivering practical advice, responsively
Unique Selling Points (USPs)
173 Taxand Linguistic Guidelines
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
Taxand has developed a range of global marketing collateral, guidelines and systems to benefit Taxanders worldwide
Our portfolio of deliverables and guidelines and how to contribute to them is provided here – just visit www.taxand.com/brandcentre to access whatever you need
All Taxanders are encouraged to use our global materials and reference our guidelines when interfacing with multinational clients and contacts
We also welcome feedback – please let us know what you and our clients think of our deliverables and particularly how they have helped win work so we can continuously improve and add value
The development and production of all global materials is undertaken by global marketing working with Taxanders
To ensure cost effectiveness (avoiding shipping costs) print is generally undertaken locally – print guidelines are provided to Taxanders to deliver quality consistency
Global marketing must be involved in the production of any globally branded collateral to ensure we do not dilute our brand equity
Please refer queries andfeedback to:
Taxand Global Marketing Collateral – Overview
184 Taxand Global Marketing Collateral
Lynne SandlandTaxand Global Head of
Marketing T. +44 7072 3251E. lsandland@taxand.com
Sandra HatugariTaxand Global BD &
Marketing ExecutiveT. +44 20 7715 5245E. shatugari@taxand.com
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
Website
Taxand Global Marketing Collateral4 19
www.taxand.com is principally designed to present the quality and scale of Taxand effectively to the worldwide market and drive client traffic to Taxand country websites
To keep it up to date and aid search engine optimisation Taxanders are requested to send the following to global marketing, E. lsandland@taxand.com:
newsletters, articles, papers, event information and technical updates
partner biographies (guidelines available at www.taxand.com/brandcentre)
location profiles (see: www.taxand.com/our_locations):
And refer queries re the Real Estate Calculator to: Anita DubostE. anita.dubost@atoz.lu
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
Brochure & Inserts
Taxand Global Marketing Collateral4 20
The global brochure and inserts are designed to demonstrate the credibility of Taxand for use in meetings with clients, as attachments for emails, reception areas and conferences
All inserts (22 currently) are developed by global marketing and printed locally
Access web quality pdfs, the artwork and print guidelines from our dedicated Taxand Global Brand Centre at www.taxand.com/brandcentre
To print please take the following steps:
1. download the print guidelines at www.taxand.com/brandcentre.
2. give the link to your printers and confirm quantities
3. email global marketing, E. lsandland@taxand.com, confirming how many of each deliverable you are printing (e.g. 500 brochures and 500 of each insert)
4. send 1 hard copy of what you do print to global marketing for quality control purposes
5. provide any feedback about the brochure from clients and your perspective
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
PowerPoint Presentations
Taxand Global Marketing Collateral4 21
Taxand branded PowerPoint presentation templates should be used wherever more than country is involved
Templates are available at www.taxand.com/brandcentre
All credentials and pitches involving more than 1 county should tailor the Taxand global new business credentials presentation library slides.
All events involving more than 1 country should use the Taxand global event PowerPoint template
Global marketing is responsible for maintaining these presentations – case studies and feedback are welcome
Please contact E. atarren@taxand.com for guidance and support with cross-border credentials opportunities and pitches
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
BD: Referrals & Client Relationships
Taxand Global Marketing Collateral4 22
Taxand runs the Coordination Costs Recovery for Referrals Programme where opted in countries achieve or pay a 10 per cent referral fee.
All countries are required to report all inbound and outbound referrals 6 monthly
The Taxand relationship check email service is now available – if you’re talking to a potential new client and want to find out if other Taxanders already have a local relationship to help you win the work just contact E. atarren@taxand.com
Please contact E. atarren@taxand.com with any queries about our referral programme or client targeting initiatives
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
BD: Credentials, Targeting & More
Taxand Global Marketing Collateral4 23
Taxand global new business credentials - all credentials and pitches involving more than 1 county should tailor the Taxand global new business credentials presentation library slides available at www.taxand.com/brandcentre
Taxand BD funnels – Taxand is working on a number of targeting initiatives across service lines
Review Taxand’s pitch and proposals best practice guidance at: www.taxand.com/brandcentre
Please contact E. atarren@taxand.com for guidance and support with cross-border credentials opportunities and pitches plus any business development queries
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
BD: Taxand Access = Face-to-Face Meetings
Taxand Global Marketing Collateral4 24
What?
Designed primarily for BD purposes to help client service excellence delivery & building brand awareness
Client Benefit
Reaches beyond desk programmes
Gives our clients direct, regular, face-time with our local experts where our clients are based
Truly “Glocal" (global + local) advisors who know their markets inside-out, delivering seamless international tax advice, through bespoke meetings, held locally
Where?
Madrid | London | New Delhi New York | Paris | Shanghai
Visit the www.taxand.com/brandcentre for more information, and to download our Taxand Access Facsheet
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
BD: 1 Client, 1 Partner BD Challenge
Taxand Global Marketing Collateral4 25
We know when we get Taxanders together with clients, opportunities are identified and fees are generated
That's what the Taxand 1 Client, 1 Partner Business Development Challenge is all about and is a great way of achieving commitment from Taxanders to introduce at least one client to another
We challenge every partner in every Taxand country to introduce another Taxander to 1 client each month
Send E. atarren@taxand.com details of your latest key client introductions to your fellow Taxanders providing:
the client company name
Taxander introduced
country of Taxander introduced
nature of client work
any additional notes re success
The Taxander making the most client introductions will win our annual competition
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
BD: Taxand DRIVE
Taxand Global Marketing Collateral4 26
The Taxand DRIVE programme is designed to bring client service excellence front of mind and share our commitment to building our client base globally
Our future depends on retaining and building our client base.
Quality service is vital to our business
Our clients are our greatest priority
To achieve client loyalty and competitive advantage we must be delivering client service excellence.
Now is our time!
Bottom line, we have built a world class global tax team and now it’s time to DRIVE!
Define Value, Respond, Identify, Voice, Excite
Visit the www.taxand.com/brandcentre for more information, and to download our DRIVE client service questions and best practice guide
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
External Newsletter – Taxand’s Take
Taxand Global Marketing Collateral4 27
Taxand’s Take (e-newsletter) publishes updates on the latest tax issues facing multinationals every 2 months to over 32,000 clients
Each article includes “Taxand’s Take” - a short summary of the issue, our opinion re its impact on multinationals and what they should be doing about it
1 person per country is responsible for authorship and guidelines and information are available at: www.taxand.com/brandcentre
To view the latest edition please visit: www.taxand.com/news/newsletters
Taxanders are required to liaise with global marketing, E. lsandland@taxand.com, to:
1. allocate 1 person to be your primary knowledge contact
2. provide timely contributions
3. suggest special features surrounding multi-jurisdictional issues and their impact for multinationals
4. forward all country topical news and information
5. provide client and contact mailing lists where-ever possible
6. provide feedback from recipients – has Taxand’s Take helped you win work?
7. Add button and link to each issue of Taxand’s Take to your local websites
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
Intranet – Taxander Portal
Taxand Global Marketing Collateral4 28
Taxander Portal is designed to help Taxanders share knowledge within Taxand
It provides access to a range of information including a searchable contact directory of our people, latest news and a library of materials from Taxand service line documentation to marketing collateral
Please access it via the purple button in the right hand corner of the homepage of www.taxand.com
Log in guidelines are available at www.taxand.com/brandcentre
The portal is administered with much thanks to the following people:
INDIRECT TAX: Paul Bakker, Netherlands E. paul.bakker@vmwtaxand.nl
TRANSFER PRICING: Sanjiv Malhotra, India E.sanjiv.malhotra@bmradvisors.com
REAL ESTATE TAX: Anita Dubost, Luxembourg E. anita.dubost@atoz.lu
KNOWLEDGE: Juan Carlos Ferrucho, US E. jferrucho@alvarezandmarsal.comTRAINING: Ramon Lopez de Haro, SpainE. ramon.lopez.de.haro@garrigues.com NEWS: Lynne Sandland, Global Marketing
E. lsandland@taxand.com
MARKETING, SITE ADMIN, COMMITTEES:E. lsandland@taxand.com EVENTS: Sandra Hatugari, Global MarketingE.shatugari@taxand.com
All Taxanders are required to:1. Ensure the contact directory is up to date
(including all of your tax people, managers upwards)
2. Log in and share knowledge
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
Please download soft copies of Taxand publications at www.taxand.com/brandcentre
Please use the copy provided there to send these on to clients and contacts and promote Taxand publications on your websites and newsletters
Have these helped you win work? Please feedback results to global marketing
Taxand Publications
295 Taxand Global Marketing Collateral
Taxand Global Guide to APAs & CAsTaxand / PERE 2012 Global Guide to Private Equity Real Estate
Taxand / IBFD Global Guide to Transfer Pricing
Taxand Global Guide to R&D Tax incentives 2011-12
Taxand Global Guide to M&A Tax 2012
Taxand Global Guide to Tax for Sportspeople
Taxand Global Guide to Tax for Sportspeople
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
Media Factsheet & Press Releases
Taxand Global Marketing Collateral4 30
Media Factsheet is a 2 pager designed to give the media an immediate overview of our latest opinion and credentials. Use it with your local press contacts and download the latest edition from www.taxand.com/brandcentre
Global press releases are provided on a regular basis to all Taxanders.
You are required to:
1. send them to your local press contacts
2. add them to your websites
3. if possible send over paid-for local newswires
4. provide ideas on potential surveys, topics or updates to take to the media
Taxand works with our global PR agency, MHP (formerly known as Hogarth) to develop media coverage. Please refer any global press queries or feedback to global marketing, E. atarren@taxand.com
Taxand Media Factsheet
Sample Taxand Press Release
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
Stationary: Business Cards, Letterhead & More
Taxand Global Marketing Collateral4 31
Taxand globally branded business cards and print guidelines are available to download from www.taxand.com/brandcentre - use them for multi-territory pitches, Taxand events and simply day to day
Taxand letterhead forms the basis of all internal documents – access the following at www.taxand.com/brandcentre:
Letterhead template
Agenda template
Minutes template
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
Films
Taxand Global Marketing Collateral4 32
Use the Taxand Vision Film which tells our story to:
kick off new business meetings with a difference!
in reception areas
in client events
just email the link to a new prospect as an introduction to Taxand with our global brochure: www.taxand.com/about/our_vision
in staff meetings / away days
Use the Taxand Video
as a backdrop in reception areas
at client events
View and download Taxand Films at www.taxand.com/brandcentre
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
Please contact global marketing to find out more about our global advertising plans and to discuss any multi-territory advertising
Advertising
334 Taxand Global Marketing Collateral
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
Please contact global marketing for guidance and support with the development of brand merchandise / give-aways
Brand Merchandise
344 Taxand Global Marketing Collateral
Taxand Pocket Calculators
Taxand Wine in Tubes Taxand Mouse
Taxand Watches
Taxand Pens & Pencils
Taxand Rock Sweets
Taxand Notepads
Taxand Drinks Flasks
Taxand Cycling KitsTaxand Umbrellas
Taxand Cufflinks
Taxand Lanyards
Taxand Stress Dice
Taxand t-shirts
Taxand Laptop pouches
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
The annual flagship Taxand global conference is run by global marketing working with the local on-site team and is held in April
Annual Taxand events sponsorships include MIPIM and the ITR Asia Forum
Taxand global service line seminar programmes
Taxand global webinar programme is in development
Taxand client dinners series - roundtables around a chaired debate
Taxand service line and regional meetings
Taxanders worldwide are encouraged to speak at and attend all key industry events
More and more bilateral /trilateral events are taking place throughout the year and are highlighted on www.taxand.com – please send information to E.lsandland@taxand.com
Any Taxand events involving more than 1 Taxand country should be globally branded and these guidelines are designed to give you a flavour of the tools and guidance available to you
Events best practice guidelines are available to download at www.taxand.com/brandcentre
Events = client face time; networking opportunities; brand awareness; reputation building - please contact global marketing for guidance and support with the development of multi-territory events or to find out more about any of our events above
It is essential for Taxanders to consult global marketing re the production of any globally branded event materials to ensure we do not dilute our brand equity
Events Overview
354 Taxand Global Marketing Collateral
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
Events Tools
Taxand Global Marketing Collateral4 36
Events tools are available to help you plan your successful event while maintaining a consistent look and feel
Email Save the Date template
Email Invitation template
Seminar Programme template
Event presentation template & speaker guidelines
Banners
Taxand brochures and publications
Brand Merchandise
Taxand Film & Video
Name badge template
Evaluation survey template
Follow up templates
All artwork and files can be downloaded from www.taxand.com/brandcentre
Please send global marketing, E. lsandland@taxand.com, your drafts for review
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
Social Media Overview
Taxand Global Marketing Collateral4 37
Taxand has developed a presence on key social networking sites: LinkedIn, Facebook, twitter and wikipedia
Taxand’s Social Media Guidelines are available at www.taxand.com/brandcentre and are designed to help guide the social media conversations and activities conducted by Taxanders, including key tips to get you started
Taxanders are encouraged to:
Initiate discussions that inform & demonstrate expertise
Post relevant Taxand materials, articles, publications, newsletters, whitepapers and events
Answer questions
Demonstrate tax expertise
Actively participate in social media
LIVE THE BRAND!
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
Taxand Social Media Channels
Taxand Global Marketing Collateral4 38
LinkedIn is an excellent place to expand your network and help position yourself as an expert
COMPANY PAGE
GROUP PAGE
Use Facebook to promote an event or start a group
FACEBOOK PAGE
Twitter is a social networking and microblogging service that enables its users to send and read other user messages. A good way to share and discover what is happening right now
TWITTER PAGE
Wikipedia
Wikipedia is a free encyclopaedia that anyone can edit
WIKIPEDIA PAGE
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
Some of Our BD & Marketing Deliverables
394 Taxand Global Marketing Collateral
AWARDS
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
The more Taxand branded countries, the more clients will see us as one “firm” and want to engage our services and the better global brand awareness
By October 2012 all Taxand countries, where possible, should have incorporated Taxand into your name and be using this identity in conjunction with the Taxand logo on all materials
There are 2 ways of incorporating Taxand into your name:
1. incorporating Taxand within your corporate identity (see Example 1)
2. adding the name of the country in which you operate below the Taxand word (see Example 2)
It will ideally require a legal name and brand identity change
Alternatively, it could be a practical rebranding of the tax practice only for law firms
Or if necessary, it could be the use of the appropriate logo visually where changing the firm’s entity name is a barrier for legal reasons
The Taxand logo is a quality kitemark to denote you are part of Taxand and is required to be used by all Taxand countries alongside your logo
All Taxanders are obliged to be compliant with the Taxand brand design guidelines and appoint a Brand Champion to take responsibility for reporting
Regular compliance reports will be provided to the Taxand Board and any non-compliance will result in discussions re entitlement to be part of Taxand
Brand Compliance Overview
405 Taxand Local Brand Design Guidelines
Example 1
Example 2
Taxand logo
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
Taxand Incorporation Re-Design Options
Taxand Local Brand Design Guidelines5 41
A local corporate identity that has incorporated the Taxand name should always feature a line with Taxand below it at the bottom
This could necessitate the deletion of a tagline (see example 2) or a rework of the logo (see example 3)
NOTE:All Taxand countries must also employ the Taxand logo alongside the local corporate identity as directed in these guidelines
Previous Local New Local Corporate Identities Corporate Identities with the Taxand name incorporated
1
2
3
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
Taxand Incorporation Design Guidelines
Taxand Local Brand Design Guidelines5 42
A local corporate identity that has incorporated the Taxand name should always feature a black line with the Taxand word beneath (see examples 1 and 2 at right)
Both the Taxand word and the line are to be printed in black only
The size relationship between the line and the Taxand word is fixed: at 46mm (1.8 in) long the line should be 1pt thick, black and the Taxand font size 12.19 pt.
The Taxand word renders as Helvetica Neue, 55 Roman, horizontally scaled 120% with kerning set at 360 in Adobe Illustrator CS2
Logos with a horizontal bias (see example 1) are sized to match the width of the line, while logos with a vertical bias (see example 2) are sized to match the width of the Taxand word
NOTE:All Taxand countries must also employ the Taxand logo alongside the local corporate identity as directed in these guidelines
2
1
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
Taxand Inc. With Country Design Guidelines
Taxand Local Brand Design Guidelines5 43
Taxand: Helvetica Neue, Roman, 22pt, horizontally scaled 120% with kerning set at 355
Country Name: Helvetica tNeue, Roman, 10pt, horizontally scaled 120% with kerning set at 355
Stroke: 1pt, Black
A Taxand country corporate identity consists of the Taxand word with a line beneath
Centered below the line, the country name appears at 1/2 the Taxand font size
The logo is printed in black only
NOTE: All Taxand countries must also employ the Taxand logo alongside the local corporate identity as directed in these guidelines
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
Taxand Branded Country Examples
445 Taxand Local Brand Design Guidelines
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
The Taxand logo is a quality kitemark to denote you are part of Taxand and is required to be used by all Taxand countries alongside your local corporate identity even where you have incorporated Taxand into your name
The Taxand logo is also the Taxand global corporate identity to enhancebrand recognition
The consistent application of the Taxand logo across all Taxand countries (i.e. consistent use of colour, location, dimensions) will help build and reinforce the Taxand brand worldwide
The Taxand logo guidelines have been created to help Taxanders apply the Taxand logo correctly and consistently
This logo is a required element on all Taxand countries’ corporate and marketing material, including stationery and websites
Strict adherence to the Taxand logo brand design guidelines is crucial
To demonstrate Taxand logo application, the Alvarez & Marsal Taxand brand has been used predominantly on the following pages
Taxand Logo Overview
455 Taxand Local Brand Design Guidelines
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
Black
CMYK C:0 M:0 Y:0 K:100RGB R:0 G:0 B:0Web hex #000000
The Taxand logo must be reproduced in black
Colour Palette
465 Taxand Local Brand Design Guidelines
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
Clear Space
Taxand Local Brand Design Guidelines5 47
The Taxand logo must always be surrounded by a clear space in which no graphic elements or other logos are permitted to intrude
The width and height of this area are determined by a measure (x) equal to the width of the circle of dots within the Taxand logo. This measurement is determined by the size of the logo
The clear space also defines the minimum distance that the Taxand logo can be positioned from the edge of a printed page
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
When enlarging or reducing the Taxand logo, always sustain the height to width ratio
Never reduce the logo below 12.7 mm in width (1/2 in) or below 91 pixels across for on-line reproduction
Never rotate, stretch or otherwise distort the Taxand logo
Do not apply the Taxand logo on textured or patterned backgrounds that impair legibility
Size
485 Taxand Local Brand Design Guidelines
MINIMUM WIDTHPrint: 12.7 mm (1/2 inch)
On-line: 91 pixels
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
The Taxand logo should be positioned in the lower right corner of the business card
Taxanders are encouraged to add www.taxand.com where you feature your local website address
Taxand globally branded business cards are also available - please see page 28 for further information
NOTE: Always be sure to leave an appropriate clear space around the Taxand logoDo not use the Taxand logo beyond the minimum size
Business Cards
495 Taxand Local Brand Design Guidelines
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
Letterhead
Taxand Local Brand Design Guidelines5 50
Apply the Taxand logo in lower right corner. To achieve this, redesign might be necessary
Taxanders must add www.taxand.com where you feature your local website address
NOTE: Always be sure to leave an appropriate clear space around the Taxand logo.Do not use the Taxand logo below the minimum size
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
Apply the Taxand logo in lower right corner of the Compliments Slip. To achieve this, redesign might be necessary
Taxanders must add www.taxand.com where you feature your local website address
NOTE: Always be sure to leave an appropriate clear space around the Taxand logoDo not use the Taxand logo below the minimum size
Compliments Slip
515 Taxand Local Brand Design Guidelines
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
Apply the Taxand logo in lower right corner of the envelope flap. Be sure to place the Taxand logo upside down so that it will be upright when the envelope is sealed. To achieve this, redesign might be necessary
Taxanders must add www.taxand.com where you feature your local website address
NOTE: Always be sure to leave an appropriate clear space around the Taxand logo. Do not use the Taxand logo below the minimum size
Envelopes
525 Taxand Local Brand Design Guidelines
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
Always apply the Taxand logo in top right corner of the event name badge
NOTE: Always be sure to leave an appropriate clear space around the Taxand logoDo not use the Taxand logo below the minimum size
Name Badges
535 Taxand Local Brand Design Guidelines
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
The signage in your office reception areas creates a lasting first impression
Please make sure you are profiling the Taxand brand appropriately in your reception areas
The Taxand logo should be included on all signage whether it be electronic or glass
Signage
545 Taxand Local Brand Design Guidelines
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
Taxanders are required to use the Taxand logo on email autosignatures*
You are required to include www.taxand.com within email autosignatures
Taxanders are encouraged to showcase Taxand awards on email autosignatures. An example is provided here. Please consult global marketing, lsandland@taxand.com for further guidance in this area
Taxanders can add social media links to their email signatures directing readers to ‘Join us’.
LinkedIn | Twitter | Facebook
* To prevent the Taxand logo from appearing as an attachment in yours and your clients’ emails please ensure you have your email preferences set to HTML.
Emails
555 Taxand Local Brand Design Guidelines
http://www.linkedin.com/companies/taxand-quality-tax-advice-globally http://twitter.com/GlobalTaxAdvice http://www.facebook.com/pages/Taxand-Quality-Tax-Advice-Globally/127763940601761?ref=ts#!/pages/Taxand-Quality-Tax-Advice-Globally/127763940601761?v=wall&ref=ts
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
Website
Taxand Local Brand Design Guidelines5 56
It is your responsibility to protect local Taxand domains – please make sure you have acquired www.taxand.jp etc and point the locally bought domains to your website
Position the Taxand logo so that it is visible in the live area of your landing page preferably as high as possible. Never place the Taxand logo below the live area (highlighted in red)
Where possible, please the word Taxand as part of your email address
When applying the Taxand logo to the web, you must:
include the Taxand logo on your corporate homepage or, if other services are offered, on the tax homepage
the Taxand logo must link directly to www.taxand.com
The Taxand legal disclaimer should also feature on your tax homepage:Taxand is a global organisation of tax advisory firms. Each firm is a separate and independent legal entity responsible for delivering client services
NOTE: Always be sure to leave an appropriate clear space around the Taxand logoDo not use the Taxand logo below the minimum size
60
0 p
ixe
ls
800 pixels
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
Position the Taxand logo on the title slide of your presentation and in the bottom right hand corner of each slide
Remember if you are attending a Taxand conference or presenting a multi-territory pitch you will need to use the global presentation templates (please see page 20)
NOTE: Always be sure to leave an appropriate clear space around the Taxand logo. Do not use the Taxand logo below the minimum size
Presentations
575 Taxand Local Brand Design Guidelines
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
Press Release
Taxand Local Brand Design Guidelines5 58
All press releases should feature the Taxand logo in the bottom right hand corner
Taxanders must add www.taxand.com where you feature your local website address
NOTE: Always be sure to leave an appropriate clear space around the Taxand logo. Do not use the Taxand logo below the minimum size
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
Newsletters & Brochures
Taxand Local Brand Design Guidelines5 59
All newsletters and brochures should feature the Taxand logo in the bottom right hand corner of the first/cover page
Taxanders must add www.taxand.com where you feature your local website address
Taxanders are encouraged to include quotes and comment from other Taxand colleagues from around the world to demonstrate breadth and depth of expertise across Taxand to readers
NOTE: Always be sure to leave an appropriate clear space around the Taxand logoDo not use the Taxand logo below the minimum size.
Always include a link to www.taxand.com
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
Advertising
Taxand Local Brand Design Guidelines5 60
All advertising should feature the Taxand logo
Taxanders must add www.taxand.com where you feature your local website address
For all your online ads, apply a link to www.taxand.com to the Taxand logo
NOTE: Always be sure to leave an appropriate clear space around the Taxand logoDo not use the Taxand logo below the minimum size
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
Any Taxand events involving more than 1 Taxand country should be globally branded - guidelines are available at www.taxand.com/brandcentre
Any local events should use the Taxand global brochure in delegate bags and reception areas and make sure all event materials include the Taxand logo
Taxanders worldwide are encouraged to speak on industry platforms and attend key industry events as delegates
The distribution of conference programmes is extensive in the build up to attract delegates to an event
Enhance Taxand brand awareness by always including Taxand in your speaker title eg:
Mukesh Butani, Taxand India
Events
615 Taxand Local Brand Design Guidelines
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
Thank you for reviewing the Taxand brand guidelines.
To help you live and build our brand provided in this section is our Taxander Compliance Check List. It’s a summary of the actions expressed throughout the Taxand brand guidelines so you can quickly run through the different areas and check your compliance – just tick all of the boxes to meet your obligations.
Each country’s brand compliance levels will be evaluated regularly and one to one support and guidance, provided. Taxand global marketing is here to help you. Whatever your query – large or small – don’t hesitate to get in touch.
We are committed to building our brand so that clients engage us above our competitors. The more we work together to develop global and local Taxand brand awareness, the better off we will all be.
Please refer your queries to: Lynne SandlandGlobal Head of MarketingTaxandT. +44 20 7072 3251E. lsandland@taxand.com
Summary – Taxander Compliance Checklist
626 Summary – Taxander Compliance Checklist
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
Send global marketing at taxand@taxand.com samples of your materials 34
Let us know what your local marketing plans are 34
Make sure your brand champion reports brand compliance 34
Have you applied our Local Design Guidelines? Please check you are:
...and share your progress:
Taxander Compliance Checklist
636 Summary – Taxander Compliance Checklist
Page √using the correct black logo 44
using the correct amount of space around the Taxand logo 46
using the Taxand logo above the minimum width 47
using the Taxand logo on all of your materials 48-60
promoting www.taxand.com at every opportunity 48-60
using the Taxand logo on email autosignatures 54
including www.taxand.com within email autosignatures 54
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
Page √Taxand brand values 11
Taxand USPs 16
Taxand elevator pitch 15
Taxand value proposition 14
Taxand key descriptors 13
Can you talk the Taxand Talk? Please do familiarise yourself with our Linguistic Guidelines:
Taxander Compliance Checklist
646 Summary – Taxander Compliance Checklist
Are you using our Business Development tools? Please do:
Submit referral information semesterly 21
Get involved in Taxand targeting initiatives & develop your own to build our sales pipeline for the future
22
Use the global credentials template when more than 1 Taxander involved 22
Apply 1 Client, 1 Partner approach if you are a Taxand Partner 24
Use Taxand DRIVE to increase client loyalty 25
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
Taxander Compliance Checklist
656 Taxander Compliance Checklist
Page √Take advantage of Taxand discounts for editorial & advertising with ITR 32
For all your online ads, apply a link to www.taxand.com to the Taxand logo
55
Add www.taxand.com to your advertising, whatever the medium 55
Use Taxand global advertising with local editorial if advertising is part of the deal but you don’t have a suitable ad
32
Advertise wherever you can using the Taxand logo 55
Are your promoting Taxand in your Advertising? Please do:
Are you using the Taxand global brochure? Remember to:
print the global brochure and inserts for use in your client meetings, local events, reception areas etc.
19
use the global brochure and inserts provided in pdf format too to send on to clients
19
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
What about Events involving more than one Taxand country? Are you:
Taxander Compliance Checklist
666 Taxander Compliance Checklist
Page √Using the correct Taxand global presentation events presentation template
34
Applying the Taxand logo across all of your materials including presentations
56
Sending information about your events for promotion on taxand.com 34
Exploring potential PR opportunities 34
Using the Taxand global brochure in delegate bags and reception areas 19
Arranging client meetings around them to maximise the opportunity 34
Referencing Taxand when speaking at industry conferences beside your name and in your presentation eg Mukesh Butani, BMR Advisors – Taxand
60
Using the Taxand Vision Film and Taxand Video 31
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
Page √sending global press releases to your local press contacts with the Taxand media factsheet
29
adding them to your websites 29
providing ideas on potential surveys or topics to take to the media 29
referring any global press queries to global marketing 29
Taxander Compliance Checklist
676 Taxander Compliance Checklist
How about maximising PR ? Are you:
...and when working locally:
always mentioning you are part of Taxand in press releases and articles
identifying opportunities for other Taxanders with your press contacts
remembering to talk the Taxand talk with journalists
including articles from other Taxanders in your newsletters
identifying opportunities to co-publish articles with other Taxanders
mentioning Taxand in the bi-lines of any articles you place
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
Are your promoting your expertise and successes in Taxand Newsletters?
Taxand’s Take:
Taxander Compliance Checklist
686 Taxander Compliance Checklist
Page √provide timely contributions to Taxand’s Take 26
suggesting ideas for special features covering multi-jurisdictional issues and their impact for multinationals
26
providing client and contact mailing lists 26
reporting successes in taking Taxand news to clients – has Taxand’s Take helped you win work?
26
adding button and link for each issue to your website 26
Taxand Globe:
providing employee contact lists and information about successes, news, secondments etc
25
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
And engaging in social media? Please do:
Taxander Compliance Checklist
696 Taxander Compliance Checklist
Page √contribute content to Taxand guides and thought leadership reportsdistribute them to your clients and contacts
25
visit www.taxand.com/brandcentre for the latest publications and copy to send on to clients
27
promote them on your websites 27
Are you showcasing capability Taxand through our publications? Remember to:
initiate discussions that inform and demonstrate expertise 36
post relevant Taxand materials, articles, publications, newsletters, whitepapers and events
36
answer questions 36
demonstrate tax expertise 36
actively participate in social media 36
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
Taxander Portal - www.taxanderportal.com
Taxander Compliance Checklist
706 Taxander Compliance Checklist
Are you making the most of our websites? Please do:
www.taxand.com
use the Taxander Portal to share knowledge 27
remember to provide recommendations for the Non-Taxand contacts list 27
ensure the contact directory is up to date with your people 27
Check your country profile is up to date regularly 18
Provide biographies and photographs for all your partners 18
Forward your news and articles for publishing 18
Contribute and update your rates for the Real Estate Calculator 18
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
Taxander Compliance Checklist
716 Taxander Compliance Checklist
Are you making the most of our websites? Please do:
Taxander websites
Link the Taxand logo on your homepage to www.taxand.com 18
ensure the Taxand logo is visible in the live area of your website 18
add the Taxand legal disclaimer to your website homepage 18
add links to www.taxand.com and write about Taxand on your websites 18
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
Brand Champions Contact List
7 Brand Champions Contact List 72
This is a directory of key Taxanders designated the role of championing the Taxand brand. We encourage you to get in touch with our local brand champions as and when you see areas of non compliance. Together we can live and breathe the Taxand brand!
Country Name Last Name Email Address
Argentina Charles Gibson Charles.Gibson@bfmyl.com
Austria Herta Vanas herta.vanas@taxand.at
Belgium Henk Hop henk.hop@abtaxandbelgium.com
Canada Heidi Balke heidi.balke@gowlings.com
Chile Carola Trucco ctrucco@bye.cl
China Kevin Wang kevin.wang@hendersen.com
Colombia Mauricio Pineros Perdomo mpineros@gpzlegal.com
Curacao Peter Muller peter.muller@taxandcuracao.com
Cyprus Maria Savva maria.savva@eurofast.eu
Denmark Anders Oreby Hansen aoh@bechbruun.com
France Jerome Rusak jerome.rusak@dayone.fr
Germany Annette von Frankenberg annette.von.frankenberg@luther-lawfirm.com
Greece Natasha Pissia n.pissia@zeya.com
India Vandana Chopra vandana.chopra@bmradvisors.com
Indonesia Prijohandojo Kristanto prijohandojo@pbtaxand.com
Ireland Sinead Hennebry sinead.hennebry@williamfry.ie
Italy Guido Arie Petraroli gpetraroli@fantozzieassociati.it
Japan Eiki Kawakami e-kawakami@kojimalaw.jp
Korea Stephan Kim sekim@sojong.com
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
Brand Champions Contact List
7 Brand Champions Contact List 73
Country Name Last Name Email AddressLuxembourg Mira- Llieva Leonard Mira.Ilieva-Leonard@atoz.luMalaysia Veerinderjeet Singh vs@taxand.com.myMalta Walter Cutajar walter.cutajar@avanzia.com.mtMauritius Gary Gowrea gary.gowrea@cim.muMexico David Guerrero dguerrero@macf.com.mxNetherlands Willeke Nijhoff Willeke.Nijhoff@vmwtaxand.nlNorway Harold Johannessen h.johannessen@selmer.noPakistan Ikramul Haq ikram@huzaimaikram.comPanama Luis Martinez lmartinez@taxand.com.vePeru Rocio Liu rliu@mafirma.com.pePhilippines Serafin U Salvador susalvador@salvadorlaw.comPoland Marta Sykulak marta.sykulak@taxand.plPuerto Rico Daniel Rivera drivera@drgconsultingpr.comRomania Angela Rosca angela.rosca@taxhouse.roRussia Ekaterina Kleimenova e.kleimenova@pgplaw.ruSingapore Chan Boon Wah chanboonwah@khattarwong.comSpain Patricia Wallace patricia.wallace@garrigues.com Sweden Berit Lindh berit.lindh@skeppsbronskatt.se Switzerland Stephan Pfenninger stephan.pfenninger@taxpartner.chThailand Hatasakdi Na Pombejra hatasakdi.np@hnpcounsel.comTurkey Uluc Ozcan uluc.ozcan@erdikler.comUK Rebecca Baker rbaker@alvarezandmarsal.comUkraine Vladimir Didenko vdidenko@magisters.com
USA Rebecca Baker rbaker@alvarezandmarsal.comVenezuela Manuel Candal mcandal@taxand.com.ve
Taxand Brand Centrewww.taxand.com/brandcentre
Username: TaxandBrandCentrePassword: LivingtheBrand
Key Contacts
Key Contacts 748
Abbie TarrenE. atarren@taxand.comT. +44 20 7715 5243M. +44 75 0801 6931
Lynne SandlandE. lsandland@taxand.comT. +44 20 7072 3251M. +44 75 2590 6259
Sandra HatugariE. shatugari@taxand.comT. +44 20 7715 5245M. +44 78 7246 3297
ABOUT TAXAND
Taxand provides high quality, integrated tax advice worldwide. Our tax professionals, nearly 400 tax partners and over 2,000 tax advisors in nearly 50 countries - grasp both the fine points of tax and the broader strategic implications, helping you mitigate risk, manage your tax burden and drive the performance of your business.
We're passionate about tax. We collaborate and share knowledge, capitalising on our collective expertise to provide you with high quality, tailored advice that helps relieve the pressures associated with making complex tax decisions.
We're also independent—ensuring that you adhere both to best practice and to tax law and that we remain free from time-consuming audit-based conflict checks. This enables us to deliver practical advice, responsively.
Taxand is a global organisation of tax advisory firms. Each firm in each country is a separate and independent legal entity responsible for delivering client services.
© Copyright Taxand Economic Interest Grouping 2012Registered office: 1B Heienhaff, L-1736 Senningerberg – RCS Luxembourg C68