With many of our clients working collaboratively and internationally, it shouldn’t surprise you to learn that we do too.

One message, worldwide.

We’d love to take credit for Baker Tilly International’s Now, for tomorrow brand line. But it was already there when this global advisory and accountancy network called on us to write the copy for their new website.

First, we dived further into the brand. From an initial workshop with the global team, we built the pillars and substance behind the brand line, and defined the brand’s strengths in a way that links directly to customer needs.

We went further still: building tone of voice guidelines for global members. The important part: the voice had to be a match for what the brand was already doing in the US. Then came a messaging matrix and example copy – rich in the ‘why’ and ‘what’ that makes a business like Baker Tilly International stand out in an sector where brands often sound alike.

Talking to all the right people

With the brand foundations in place, we were ready to refresh the copy on their UK website – hundreds of pages of it. But not before we’d talked to around 30 senior people about the network’s services and sectors.

Here’s where having the value proposition, the pillars and the messaging matrix aligned and signed off comes into its own. It helped focus everyone on what the customer needs, and built every line of copy on top of brand strengths.

Ultimately, it was the brand work that allowed Baker Tilly International to create a website that confounds what customers expect from the sector – it’s clear, consistent and distinctive.

Visit the Baker Tilly International website

Ask us to build your messaging and value proposition, create your tone of voice or help with your digital copywriting.