Brand Guidelines Working together to develop global & local brand awareness

Brand GuidelinesWorking together to develop global & local brand awareness

April 2012

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





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





– 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



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

Welcome51 Welcome

T. +44 20 7072 3251E. [email protected]



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. [email protected]

Taxand Brand Introduction - Overview62 Taxand Brand Introduction



Taxand Global Brand CentreTaxand 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: LivingtheBrandGlobal marketing must be involved in the production of any globally branded collateral to ensure we do not dilute our brand equity



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



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



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



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 Identity112 Taxand Brand Introduction

Quality tax advice,globally

Taxand Logo Taxand Tagline Taxand Swoosh Taxand Bullet Taxand Arrow

Taxand Colour Palette Taxand Photography



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 Values122 Taxand Brand Introduction



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 Overview133 Taxand Linguistic Guidelines

Please refer your queries to: Lynne SandlandGlobal Head of

MarketingTaxandT. +44 20 7072 3251E.

[email protected]



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 Descriptors143 Taxand Linguistic Guidelines



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

http://www.taxand.com/media/factsheet



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 Pitch163 Taxand Linguistic Guidelines



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 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. [email protected]

Sandra HatugariTaxand Global BD &

Marketing ExecutiveT. +44 20 7715 5245E. [email protected]



WebsiteTaxand 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. [email protected]:

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. [email protected]



Brochure & InsertsTaxand 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. [email protected], 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



PowerPoint PresentationsTaxand 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 templateGlobal marketing is responsible for maintaining these presentations – case studies and feedback are welcome

Please contact E. [email protected] for guidance and support with cross-border credentials opportunities and pitches



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. [email protected]

Please contact E. [email protected] with any queries about our referral programme or client targeting initiatives



BD: Credentials, Targeting & MoreTaxand 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. [email protected] for guidance and support with cross-border credentials opportunities and pitches plus any business development queries



BD: Taxand Access = Face-to-Face MeetingsTaxand Global Marketing Collateral4 24

What?Designed primarily for BD purposes to help client service excellence delivery & building brand awareness

Client BenefitReaches 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



BD: 1 Client, 1 Partner BD ChallengeTaxand 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 monthSend E. [email protected] 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

mailto:[email protected]



BD: Taxand DRIVETaxand 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



External Newsletter – Taxand’s TakeTaxand 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 clientsEach 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 it1 person per country is responsible for authorship and guidelines and information are available at: www.taxand.com/brandcentreTo view the latest edition please visit: www.taxand.com/news/newsletters Taxanders are required to liaise with global marketing, E. [email protected], to:

1. allocate 1 person to be your primary knowledge contact2. provide timely contributions3. suggest special features surrounding multi-jurisdictional issues

and their impact for multinationals4. forward all country topical news and information5. provide client and contact mailing lists where-ever possible6. 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



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.comLog 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. [email protected]

TRANSFER PRICING: Sanjiv Malhotra, India [email protected]

REAL ESTATE TAX: Anita Dubost, Luxembourg E. [email protected]

KNOWLEDGE: Juan Carlos Ferrucho, US E. [email protected]: Ramon Lopez de Haro, SpainE. [email protected] NEWS: Lynne Sandland, Global Marketing

E. [email protected]

MARKETING, SITE ADMIN, COMMITTEES:E. [email protected] EVENTS: Sandra Hatugari, Global [email protected]

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



Please download soft copies of Taxand publications at www.taxand.com/brandcentrePlease 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 Publications295 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

http://www.taxand.com/files/u12/and_Global_Guide_to_APAs___CAs_-_All_regions.pdf

http://www.ibfd.org/portal/Product_TPT_Memo.html



Media Factsheet & Press ReleasesTaxand 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/brandcentreGlobal 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. [email protected]

Taxand Media Factsheet

Sample Taxand Press Release



Stationary: Business Cards, Letterhead & MoreTaxand 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



FilmsTaxand 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_visionin 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



Please contact global marketing to find out more about our global advertising plans and to discuss any multi-territory advertising

Advertising334 Taxand Global Marketing Collateral



Please contact global marketing for guidance and support with the development of brand merchandise / give-aways

Brand Merchandise344 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



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 programmesTaxand global webinar programme is in development

Taxand client dinners series - roundtables around a chaired debate

Taxand service line and regional meetingsTaxanders worldwide are encouraged to speak at and attend all key industry eventsMore and more bilateral /trilateral events are taking place throughout the year and are highlighted on www.taxand.com – please send information to [email protected]

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/brandcentreEvents = 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 Overview354 Taxand Global Marketing Collateral



Events ToolsTaxand 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/brandcentrePlease send global marketing, E. [email protected], your drafts for review



Social Media OverviewTaxand 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 Social Media ChannelsTaxand Global Marketing Collateral4 38

LinkedInLinkedIn is an excellent place to expand your network and help position yourself as an expertCOMPANY PAGEGROUP PAGE

FacebookUse Facebook to promote an event or start a groupFACEBOOK PAGE

Twitter 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 nowTWITTER PAGE

WikipediaWikipedia is a free encyclopaedia that anyone can editWIKIPEDIA PAGE



Some of Our BD & Marketing Deliverables394 Taxand Global Marketing Collateral

AWARDS



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 Overview405 Taxand Local Brand Design Guidelines

Example 1

Example 2

Taxand logo



Taxand Incorporation Re-Design OptionsTaxand 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 Incorporation Design GuidelinesTaxand 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 Inc. With Country Design GuidelinesTaxand 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 Branded Country Examples445 Taxand Local Brand Design Guidelines



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 Overview455 Taxand Local Brand Design Guidelines



BlackCMYK 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 Palette465 Taxand Local Brand Design Guidelines



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



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

Size485 Taxand Local Brand Design Guidelines

MINIMUM WIDTHPrint: 12.7 mm (1/2 inch)

On-line: 91 pixels



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 Cards495 Taxand Local Brand Design Guidelines



LetterheadTaxand 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



Apply the Taxand logo in lower right corner of the Compliments Slip. To achieve this, redesign might be necessary


NOTE: Always be sure to leave an appropriate clear space around the Taxand logoDo not use the Taxand logo below the minimum size

Compliments Slip515 Taxand Local Brand Design Guidelines



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


NOTE: Always be sure to leave an appropriate clear space around the Taxand logo. Do not use the Taxand logo below the minimum size

Envelopes525 Taxand Local Brand Design Guidelines



Always apply the Taxand logo in top right corner of the event name badge


Name Badges535 Taxand Local Brand Design Guidelines



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

Signage545 Taxand Local Brand Design Guidelines



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, [email protected] 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.

Emails555 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



WebsiteTaxand 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 websitePosition 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 addressWhen 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.comThe 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


600

pixe

ls

800 pixels



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)


Presentations575 Taxand Local Brand Design Guidelines



Press ReleaseTaxand Local Brand Design Guidelines5 58

All press releases should feature the Taxand logo in the bottom right hand corner





Newsletters & BrochuresTaxand 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 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



AdvertisingTaxand Local Brand Design Guidelines5 60

All advertising should feature the Taxand logo


For all your online ads, apply a link to www.taxand.com to the Taxand logo




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

Events615 Taxand Local Brand Design Guidelines



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. [email protected]

Summary – Taxander Compliance Checklist626 Summary – Taxander Compliance Checklist



Send global marketing at [email protected] 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 Checklist636 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



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 Checklist646 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



Taxander Compliance Checklist656 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



What about Events involving more than one Taxand country? Are you:


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



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


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



Are your promoting your expertise and successes in Taxand Newsletters?Taxand’s Take:


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



And engaging in social media? Please do:


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



Taxander Portal - www.taxanderportal.com


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




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



Brand Champions Contact List7 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 [email protected]

Austria Herta Vanas [email protected]

Belgium Henk Hop [email protected]

Canada Heidi Balke [email protected]

Chile Carola Trucco [email protected]

China Kevin Wang [email protected]

Colombia Mauricio Pineros Perdomo [email protected]

Curacao Peter Muller [email protected]

Cyprus Maria Savva [email protected]

Denmark Anders Oreby Hansen [email protected]

France Jerome Rusak [email protected]

Germany Annette von Frankenberg [email protected]

Greece Natasha Pissia [email protected]

India Vandana Chopra [email protected]

Indonesia Prijohandojo Kristanto [email protected]

Ireland Sinead Hennebry [email protected]

Italy Guido Arie Petraroli [email protected]

Japan Eiki Kawakami [email protected]

Korea Stephan Kim [email protected]



Brand Champions Contact List7 Brand Champions Contact List 73

Country Name Last Name Email AddressLuxembourg Mira- Llieva Leonard [email protected] Veerinderjeet Singh [email protected] Walter Cutajar [email protected] Gary Gowrea [email protected] David Guerrero [email protected] Willeke Nijhoff [email protected] Harold Johannessen [email protected] Ikramul Haq [email protected] Luis Martinez [email protected] Rocio Liu [email protected] Serafin U Salvador [email protected] Marta Sykulak [email protected] Rico Daniel Rivera [email protected] Angela Rosca [email protected] Ekaterina Kleimenova [email protected] Chan Boon Wah [email protected] Patricia Wallace [email protected] Sweden Berit Lindh [email protected] Switzerland Stephan Pfenninger [email protected] Hatasakdi Na Pombejra [email protected] Uluc Ozcan [email protected] Rebecca Baker [email protected] Vladimir Didenko [email protected]

USA Rebecca Baker [email protected] Manuel Candal [email protected]



Key Contacts Key Contacts 748

Abbie TarrenE. [email protected]. +44 20 7715 5243M. +44 75 0801 6931

Lynne SandlandE. [email protected]. +44 20 7072 3251M. +44 75 2590 6259

Sandra HatugariE. [email protected]. +44 20 7715 5245M. +44 78 7246 3297

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 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

Documents

Brand Guidelines Working together to develop global & local brand awareness