• Deloitte Brand Guidelines 2018
• Deloitte Brand Guidelines
• Deloitte Digital Brand Guidelines
• Deloitte Brand Guidelines Example
• Deloitte Brand Guidelines Examples

Kelley Grover knows that brand (and specifically brand governance) isn’t a high priority for many people.

“Most folks say, ‘I don’t have time for brand. I have to meet this goal, I have to meet with this client, I don’t have time to be worrying about that,’” she said.

The Deloitte International Tax Source (DITS) is an online database featuring tax rates and information for 66 jurisdictions worldwide and country tax highlights for more than 130 jurisdictions. Brand Space has been Deloitte’s brand center for more than 15 years, but it’s a radically different entity now than it was prior to the brand refresh. Previously, it was little more than a centralized digital asset management repository. It was chockablock with static guidelines and PDFs galore.

As Senior Global Brand Manager at Deloitte, Grover takes a different view. “We are all brand ambassadors,” she said. “It is all our jobs to be representatives of the brand.”

Grover worries about brand, so that her colleagues don’t have to. Brand is always top of mind for her – never more so than in 2016, when Deloitte launched its brand identity refresh. The previous rebrand took place in 2003, pre-iPad and smartphone. It was built for print, and its age was showing.

“If a brand identity system does not accommodate for how practitioners do business, people aren’t going to use it,” said Grover. “And that’s going to cause the brand to become diluted, and not as consistent as we need it to be.”

In its latest rebranding efforts, the multinational professional services firm aimed to establish a single brand architecture and brand identity system that consistently conveyed to clients the Deloitte experience regardless of geographic location, business unit or device. Deloitte associates needed a brand that was as flexible and dynamic as their business practices.

From brand identity health check to brand identity launch, the journey to a new brand took more than two years. Grover and the Global Brand team engaged with hundreds of people across Deloitte throughout the rebranding process, asking about where the brand was today, where the brand needed to go, and what shifts were anticipated in business and technology. Each time the team made a decision, they asked themselves, ‘Is this what an undisputed leader would do?’

“It’s not about using a logo that’s white instead of blue,” said Grover of Deloitte’s new brand identity. “It’s about getting to the root of what our new personality characteristics are, and matching that with what the undisputed leader would do, to have some consistency and clarity in our visual identity.”

Kelley Grover, Senior Global Brand Manager, Deloitte

Creating a new brand identity is no mean feat, but communicating it to 240,000 associates is arguably an even bigger challenge – it’s certainly a more sustained one. To that end, Deloitte needed to not only evolve its brand but also its brand center, which meant investing in a platform that was dynamic and representative of an undisputed leader.

Brand Space has been Deloitte’s brand center for more than 15 years, but it’s a radically different entity now than it was prior to the brand refresh. Previously, it was little more than a centralized digital asset management repository. It was chockablock with static guidelines and PDFs galore.

Today, built on Monigle’s BEAM (Brand Engagement and Asset Management) platform, Brand Space is where Deloitte’s new brand identity comes to life. “Brand Space was the epicenter for this brand identity launch,” said Grover.

The platform teems with living, breathing content, like the best practices showcase gallery that’s updated on a daily basis. There’s a training section featuring digestible video modules covering a range of topics from brand voice, to delivering on the Deloitte brand experience captured from live sessions delivered by Kelley and Brian Resnick, Director Global Brand. Much of the content is aimed to make it easy for the people delivering the Deloitte brand– its global army of 200,000 plus associates. There, Consultants go to find the things they need with speed such as templates (more than 400 in all, across applications including a PowerPoint “Timesaver” featuring almost every slide template imaginable, and images (more than 2,500 and growing) filterable by industry or theme. Something they won’t find? PDF documents. In order to ensure the site remains a living, breathing expression of brands, all content is laid out in-page in an engaging way that makes it easy to update.

Aware that a revamped BrandSpace represented a huge change management process for Deloitte, the Global Brand team didn’t spring it on associates overnight.

“We provided support through the local member firm brand teams, and provided a three-month period for all of our global users to be able to transition,” said Grover. “And prior to that, we had a soft-launch period where all brand and marketing professionals around the globe were able to leverage all the materials and kick-start those processes. It was a six-month process of soft launch followed by global launch.”

Cognizant that all too often brand centers are built with only designers in mind, Grover and the Global Brand team conducted extensive user testing with Monigle so that Brand Space would be usable for everyone. The platform is device agnostic, so it features a consistent user experience whether associates are accessing the platform via desktop, mobile or tablet. Additionally, the team has organized ongoing global engagement initiatives, like photo contests, to ensure that associates continue to use the platform to its best advantage. And these efforts are paying off: Brand Space receives about 100,000 unique visitors per month, up from the 60,000 it received prior to the rebrand.

The Global Brand team has not only created a brand that’s in alignment with Deloitte’s go-to-market strategy and business practices, but also one that, thanks to Brand Space, is easier to use and engage with than ever before.

“Our job is to make it almost as if you don’t even know you’re using the brand,” said Grover. “But you are using it, so you’re leveraging the equity and the power of the Deloitte brand.”

Two of your greatest assets are your brand and your people. The success of your brand depends on how well your people can deliver your brand experience. Learn more about how to use BEAM to engage and inspire employees by viewing the on-demand version of our recent webinar How Brand Centers are Empowering a New Breed of Concierge, featuring Kelley Grover from Deloitte and Dipanjan Chatterjee, Vice President & Principal Analyst at Forrester.

A New Breed of Brand Concierge

In a recent webinar, guest speakers from Deloitte and Forrester discussed brand management best practices and the latest digital tools that enable you to successfully manage brand.

Deloitte Brand Guidelines 2018

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Product Copywriter

New York, Los Angeles, Chicago

Deloitte Digital is creating a new model for a new age--we're an agency and a consultancy. Deloitte Studios is a full-service creative agency within Deloitte Digital. A newly formed group that brings together our Digital Experience capabilities and our Advertising/Marketing teams into a new kind of Creative agency. An agency that, coupled with the power of Deloitte Digital, combines creativity and technology to tell new stories in new ways. We are a collection of artists, analysts, strategists, engineers, writers, makers, business-builders, designers, and dreamers with offices in Chicago, Denver, Los Angeles, New York, San Francisco, and Seattle. We work alongside broader Deloitte to create brand momentum, bringing people closer to the things they care about and driving businesses forward.

We are seeking a Production Copywriter that is passionate about brands and eager to help grow a new agency model. A model that is powered by smarter insights and puts creativity to work in advertising and well beyond it-influencing the entire marketing ecosystem. We believe brands should impact more than just comms, and we hope you do too.

Deloitte Brand Guidelines

Work you'll do

Deloitte Digital Brand Guidelines

Our future Copywriter is a great storyteller and natural leader. This person must show composure under pressure, always be solution-orientated, and function as a collaborative partner to fellow creative leads. This person will be responsible for inspiring creative thought and fostering an environment of collaboration cross-departments.

Deloitte Brand Guidelines Example

In this role, you will:

• Collaborate to conceptualize, write, and edit digital assets, including social media, web copy, emails, direct mail, and marketing collateral

• Collaborate with designers to develop creative assets, proofread materials for colleagues, and provide quality control

• Understand and translate Deloitte brand and style guidelines into a clear, confident, and human voice

• Translate creative briefs into understandable and compelling assets that enhance communication, persuade viewers, and distinguish the Deloitte brand; factor in client feedback, legal guidelines, and other requirements

• Collaborate with campaign managers, designers, and digital producers to develop innovative assets on time and on budget

• Participate in messaging and strategy sessions with SMPs and SMEs, providing input on creative assets for marketing plans

• Manage deadlines for multiple projects simultaneously

• Identify and recommend new and innovative creative ideas that will deliver on campaign goals

  The Deloitte Studios Team

  We sit within our 'Advertising, Marketing & Commerce' offering.

  Within our group, we create content, communications, and experiences that engage and inspire our clients' customers to act. We implement and operate the technology platforms that enable personalized content, commerce, and user-centric experiences. And in doing so, we transform our clients' marketing and engagement operations into modern, data-driven, creatively focused organizations-all built to drive growth.

  Our AM&C offering serves our clients through the following types of work:

• Advertising campaign ideation, development, and execution

• Cross-channel customer engagement strategy, design, and development, including the creation of omni-channel digital experiences across web, mobile, social, physical, AR/VR, voice, gesture, IoT, and video

• eCommerce strategy, implementation, and operations

• Marketing Content and Digital Asset Management solutions

• Marketing Technology and Advertising Technology solutions

• Marketing analytics implementation and operations

• Acquisition and engagement campaign ideation, development, and execution

• Agile-based, design-thinking, user-centric, empirical projects that accelerate results

  Qualifications:

  Required-What you bring

• Creative thinker with a passion for writing and the willingness to learn from others

• Conversant with established and emerging digital and social platforms

• Strong project management and organizational skills

• Excellent interpersonal skills

• A strong portfolio of relevant work with an emphasis on social media, digital media, email, and direct mail

• 5+ years of writing experience

• Solid presentation skills and client facing ability

• Willingness to travel up to 30 percent (While 30 percent of travel is a requirement of the role, due to COVID-19, non-essential travel has been suspended until further notice)

• Must be legally authorized to work in the United States without the need for employer sponsorship, now or at any time in the future

  Preferred:

• B.S in English or Communications

Deloitte Brand Guidelines Examples

All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, age, disability or protected veteran status, or any other legally protected basis, in accordance with applicable law.