Finally, the team was in agreement and the brand was decided – Jolly, Duncan and Wells were now officially JDW Chartered Accountants Limited. Holding onto the initials kept the original name alive, while moving away from specific names enables the team to continue to grow the brand into the future.
As for the visuals? Serena and the team couldn’t be happier.
“We’re really happy with the final brand. It reflects the inclusiveness and friendliness that we’re trying to portray to our clients. A little plus symbol in our J means a lot more than its size suggests. It shows that we don’t just do tax returns – we do so much more. That tiny little element was something that Tonia brought out from our discussions.”
Since then, the new brand has been implemented across the board – from a refreshed website to a new Facebook page; branded wine cooler bags for client gifts to branded lollipops for the Ellerslie Santa Parade; business cards and letterheads to Xero financial statements.
“The new brand is a big part of telling everybody that we’re looking towards the future. We’re not just traditional accountants – we also do forecasting, budgeting, and business planning; work that will help you look forwards.
“We’re feeling really good and are looking forward to the coming year where we can use the brand in other things. We’ve still got more work to do on the website and with promotions to existing clientele,” shares Serena excitedly.
“I’m not embarrassed anymore – I rather like handing out my business cards now!”