Brand audit leads to rebrand
Top 20 accountants Menzies wanted to understand how their clients perceived them. The goal was to shape and prioritise the firm’s strategic thinking in a highly competitive marketplace.
Nisus was engaged to conduct a far-reaching brand audit which explored a diverse range of research parameters including:
- Measuring the firm’s visibility in the market
- Benchmarking service performance against competitors
- Analysing clients’ brand associations
- Understanding client needs by segment
- Gauging client loyalty via the Net Promoter Score
Menzies received extensive qualitative and quantitative feedback with comprehensive reports and a detailed set of recommendations to build upon existing brand strengths and to capitalise on new market opportunities.
“The great thing about the Nisus research was that it was all based on fact so at the internal brand launch I could turn to the partners and say, ‘This is what our clients want from us.’, based on a firm foundation of data. It became the cornerstone of everything we did.”
Salvador Amico – Partner, Menzies
The challenging research findings led to an entire re-think of Menzies’ positioning in the marketplace. The firm underwent a complete re-brand as well as major changes to its business development strategy and sector team approach.