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The Strategy
Bullseye applied a structured methodology, comprising of extensive market research, brand audit procedure and a series of branding workshops with senior management, to develop a brand strategy that would position the network in the marketplace alongside the 'Big 5' accounting firms. This strategy incorporated a company name change and a corporate identity to reflect the core values of innovation, leadership and wisdom. With Results Accountants' Systems very distinct and varying services, Bullseye recommended a Monolithic brand architecture that could be extended for various services lines throughout the network.
The Solution
The new name, RAN ONE, celebrates the tremendous heritage of the Results Accountants' Network -- "RAN" -- while "ONE" positions the organisation in the marketplace. The new name is complemented by a fresh tagline - 'building business value' which reaffirms its mission and purpose.
Bullseye developed a new corporate identity and visual communication system to help convey the change effectively through both on and offline delivery mediums. This involved the design of new corporate stationery, marketing collateral, a website, and Style Guides in 3 country versions for member use.
As part of the re-branding strategy Bullseye produced a brand announcement brochure for release in Australia, Europe and America.
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