Access all Taxand Brand Guidelines

Brand Guidelines

Working together to develop global & local brand awareness

April 2012

Contents

1.

Welcome

2.

Taxand Brand Introduction

– Overview

– Taxand Global Brand Centre

– What is Taxand?

– What is our Vision?

– How does our Vision affect our Brand?

– Global Visual Identity

– Brand Values

3.

Taxand Linguistic Guidelines

– Overview

– Key Descriptors

– Value Proposition (Boilerplate)

– Elevator Pitch

– Unique Selling Points (USPs)

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12-16

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Contents

4.

Taxand Global Marketing Collateral

– Overview

– Website

– Brochure & Inserts

– PowerPoint Presentations

– BD: Referrals & Client Relationships

– BD: Credentials, Targeting & More

– BD: Taxand Access

– BD: 1 Client, 1 Partner BD Challenge

– BD: Taxand DRIVE

– External Newsletter – Taxand’s Take

– Intranet – Taxander Portal

– Publications

– Media Factsheet & Press Releases

– Stationary: Business Cards, Letterhead & More

– Films

– Advertising

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Contents

– Brand Merchandise

– Events Overview

– Events Tool

– Social Media Overview

– Taxand Social Media Channels

– Some of our BD & Marketing Deliverables

5.

Taxand Local Brand Design Guidelines

– Brand Compliance Overview

– Taxand Name Incorporation & Examples

– Taxand Logo Application Across Deliverables

6.

Taxander Compliance Checklists

– Summary

– Taxander Compliance Checklists

7.

Brand Champions Contact List

8.

Key Contacts

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1

Welcome

Welcome

Taxand Brand Centre www.taxand.com/brandcentre

Username: TaxandBrandCentre

Password: LivingtheBrand

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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 6270). 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 Sandland

Global Head of Marketing

Taxand

T. +44 20 7072 3251

E. lsandland@taxand.com

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Taxand Brand Introduction - Overview

Taxand Brand Introduction




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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 Sandland


Taxand

T. +44 20 7072 3251


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Taxand Global Brand Centre


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/brandcentre

Username: TaxandBrandCentre

Password: LivingtheBrand

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




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What is Taxand?





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TAXAND HISTORY

In 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 DEVELOPMENT

The 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.

MISSION

To contribute to our clients’ success by anticipating and advising on the tax implications relating to their most strategic decisions.

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What is our Vision?





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VISION PROGRAMME 2010

2010 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 crossborder 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

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How Does Our Vision Affect Our Brand?





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O ne 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!

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Global Visual Identity





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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


Quality tax advice, globally

Taxand Logo Taxand Tagline Taxand Swoosh Taxand Bullet Taxand Arrow

Taxand Colour Palette Taxand Photography

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Brand Values





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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

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Taxand Linguistic Guidelines Overview

Taxand Linguistic Guidelines




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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

T. +44 20 7072 3251


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Key Descriptors





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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”

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; advis o rs 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

Member firms organisation countries

Members Taxanders www.taxand.com

please promote the global website on all of your marketing materials

Value Proposition (Boilerplate)




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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 TAXAND

Taxand 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

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Elevator Pitch





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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.

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Unique Selling Points (USPs)





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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

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No other truly global organisation is focused solely on providing tax advice

OUR INDEPENDENCE ADVANTAGE

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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

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Taxand Global Marketing Collateral – Overview




Taxand Global Marketing Collateral 17

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


Please refer queries and feedback to:

Lynne Sandland

Taxand Global Head of Marketing

T. +44 7072 3251


Sandra Hatugari

Taxand Global BD & Marketing Executive

T. +44 20 7715 5245

E. shatugari@taxand.com

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Website

Taxand Global Marketing Collateral 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. lsandland@taxand.com: 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 Dubost

E. anita.dubost@atoz.lu




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Brochure & Inserts

Taxand Global Marketing Collateral

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. lsandland@taxand.com, 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




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PowerPoint Presentations


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 template

Global marketing is responsible for maintaining these presentations – case studies and feedback are welcome

Please contact E. atarren@taxand.com for guidance and support with cross-border credentials opportunities and pitches




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BD: Referrals & Client Relationships


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. atarren@taxand.com

Please contact E. atarren@taxand.com with any queries about our referral programme or client targeting initiatives




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BD: Credentials, Targeting & More


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. atarren@taxand.com for guidance and support with cross-border credentials opportunities and pitches plus any business development queries




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BD: Taxand Access = Face-to-Face Meetings





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What?

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

Client Benefit

Reaches 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

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BD: 1 Client, 1 Partner BD Challenge


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 month

Send E. atarren@taxand.com

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




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BD: Taxand DRIVE


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 !

D efine Value, R espond, I dentify, V oice,

E xcite

Visit the www.taxand.com/brandcentre for more information, and to download our DRIVE client service questions and best practice guide




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External Newsletter – Taxand’s Take


Taxand’s Take (e-newsletter) publishes updates on the latest tax issues facing multinationals every 2 months to over 32,000 clients

Each 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 it

1 person per country is responsible for authorship and guidelines and information are available at: www.taxand.com/brandcentre

To view the latest edition please visit: www.taxand.com/news/newsletters

Taxanders are required to liaise with global marketing, E. lsandland@taxand.com, to:

1.

allocate 1 person to be your primary knowledge contact

2.

provide timely contributions

3.

suggest special features surrounding multi-jurisdictional issues and their impact for multinationals

4.

forward all country topical news and information

5.

provide client and contact mailing lists where-ever possible

6.

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




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Intranet – Taxander Portal


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.com

Log in guidelines are available at www.taxand.com/brandcentre




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The portal is administered with much thanks to the following people:

INDIRECT TAX: Paul Bakker, Netherlands

E. paul.bakker@vmwtaxand.nl

TRANSFER PRICING: Sanjiv Malhotra, India

E.sanjiv.malhotra@bmradvisors.com

REAL ESTATE TAX: Anita Dubost, Luxembourg

E. anita.dubost@atoz.lu

KNOWLEDGE: Juan Carlos Ferrucho, US

E. jferrucho@alvarezandmarsal.com

TRAINING: Ramon Lopez de Haro, Spain

E. ramon.lopez.de.haro@garrigues.com

NEWS: Lynne Sandland, Global Marketing


MARKETING, SITE ADMIN, COMMITTEES:


EVENTS: Sandra Hatugari, Global Marketing

E.shatugari@taxand.com

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

Taxand Publications




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

Please 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 Global Guide to APAs & CAs

Taxand Global

Guide to M&A

Tax 2012

Taxand / PERE 2012 Global Guide to

Private Equity Real Estate

Taxand / IBFD Global Guide to

Transfer Pricing

Taxand Global Guide to

Tax for Sportspeople


R&D Tax incentives 2011-12


Tax for Sportspeople

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Media Factsheet & Press Releases


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/brandcentre

Global 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. atarren@taxand.com

Sample Taxand

Press Release




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Taxand Media

Factsheet

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Stationary: Business Cards, Letterhead & More




Taxand Global Marketing Collateral 30

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

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Films


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_vision in 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




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Advertising





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

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Brand Merchandise





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

Taxand Rock Sweets

Taxand Wine in Tubes

Taxand Mouse

Taxand Stress Dice

Taxand Pens & Pencils

Taxand Pocket Calculators

Taxand Watches

Taxand Cycling Kits

Taxand Notepads

Taxand Cufflinks

Taxand Laptop pouches

Taxand Drinks Flasks

Taxand Umbrellas

Taxand t-shirts

Taxand Lanyards

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Events Overview





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The annual flagship Taxand global conference is run by global marketing working with the local onsite team and is held in April

Annual Taxand events sponsorships include MIPIM and the ITR Asia Forum

Taxand global service line seminar programmes

Taxand global webinar programme is in development

Taxand client dinners series - roundtables around a chaired debate

Taxand service line and regional meetings

Taxanders worldwide are encouraged to speak at and attend all key industry events

More and more bilateral /trilateral events are taking place throughout the year and are highlighted on www.taxand.com

– please send information to E.lsandland@taxand.com

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/brandcentre

Events = 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

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Events Tools


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/brandcentre

Please send global marketing, E. lsandland@taxand.com, your drafts for review




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Social Media Overview


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!




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Taxand Social Media Channels

4 Taxand Global Marketing Collateral

LinkedIn

LinkedIn is an excellent place to expand your network and help position yourself as an expert

COMPANY PAGE

GROUP PAGE

Facebook

Use Facebook to promote an event or start a group

FACEBOOK PAGE

Twitter

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4

Some of Our BD & Marketing Deliverables





38

AWARDS

5

Brand Compliance Overview

Taxand Local Brand Design Guidelines




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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 noncompliance will result in discussions re entitlement to be part of Taxand

Example 1

Example 2

Taxand logo

5

Taxand Incorporation Re-Design Options

1

2





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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

3

Previous Local

Corporate Identities

New Local Corporate Identities with the Taxand name incorporated

5

Taxand Incorporation Design Guidelines


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

1

2




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5

Taxand Inc. With Country Design Guidelines


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




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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

5

Taxand Branded Country Examples





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5

Taxand Logo Overview





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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 enhance brand 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

5

Colour Palette


Black

CMYK

RGB

Web hex

C:0 M:0 Y:0 K:100

R:0 G:0 B:0

#000000

The Taxand logo must be reproduced in black




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5

Clear Space


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




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5

Size





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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

MINIMUM WIDTH

Print: 12.7 mm (1/2 inch)

On-line: 91 pixels

5

Business Cards





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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 logo

Do not use the Taxand logo beyond the minimum size

5

Letterhead





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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

5

Compliments Slip





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


NOTE:



5

Envelopes





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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.


5

Name Badges


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

NOTE:






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5

Signage





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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

5

Emails





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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, lsandland@taxand.com for further guidance in this area

Key elements

- Taxand logo

- Promote our social media presence

- Showcase our awards

Taxanders can add social media links to their email signatures directing readers to ‘Join us’.

LinkedIn | Twitter | Facebook 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

* 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.

Website

5 Taxand Local Brand Design Guidelines

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 website

Position 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 address

When 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.com

The 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

800 pixels




55

NOTE:



5

Presentations





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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)

NOTE:

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

5

Press Release





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All press releases should feature the

Taxand logo in the bottom right hand corner


NOTE:

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

5

Newsletters & Brochures





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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:


Do not use the Taxand logo below the minimum size.

Always include a link to www.taxand.com

5

Advertising





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All advertising should feature the Taxand logo


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

to the Taxand logo

NOTE:



5

Events





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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

6

Summary – Taxander Compliance Checklist

Summary – Taxander Compliance Checklist




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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.



Taxand

T. +44 20 7072 3251


6

Taxander Compliance Checklist


Have you applied our Local Design Guidelines? Please check you are: using the correct black logo using the correct amount of space around the Taxand logo using the Taxand logo above the minimum width using the Taxand logo on all of your materials promoting www.taxand.com

at every opportunity using the Taxand logo on email autosignatures including www.taxand.com within email autosignatures

Page

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46

47

48-60

48-60

54

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...and share your progress:

Send global marketing at taxand@taxand.com samples of your materials 34

Let us know what your local marketing plans are

Make sure your brand champion reports brand compliance

34

34

6






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Can you talk the Taxand Talk? Please do familiarise yourself with our Linguistic Guidelines:

Page

Taxand brand values

Taxand USPs

Taxand elevator pitch

Taxand value proposition

Taxand key descriptors

11

16

15

14

13

√

Are you using our Business Development tools? Please do :

Submit referral information semesterly

Get involved in Taxand targeting initiatives & develop your own to build our sales pipeline for the future

21

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

6


Taxander Compliance Checklist




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Are your promoting Taxand in your Advertising ? Please do:

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

Use Taxand global advertising with local editorial if advertising is part of the deal but you don’t have a suitable ad

Advertise wherever you can using the Taxand logo

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32

55

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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.

use the global brochure and inserts provided in pdf format too to send on to clients

19

19

6






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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

Sending information about your events for promotion on taxand.com

Exploring potential PR opportunities

Using the Taxand global brochure in delegate bags and reception areas

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34

34

19

Arranging client meetings around them to maximise the opportunity

Referencing Taxand when speaking at industry conferences beside your name and in your presentation eg Mukesh Butani, BMR Advisors –

Taxand

Using the Taxand Vision Film and Taxand Video

34

60

31

√

6






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How about maximising PR ? Are you:

Page sending global press releases to your local press contacts with the Taxand media factsheet adding them to your websites providing ideas on potential surveys or topics to take to the media referring any global press queries to global marketing

29

29

29

29

...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

√

6






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Are your promoting your expertise and successes in Taxand Newsletters?

Taxand’s Take:

Page provide timely contributions to Taxand’s Take suggesting ideas for special features covering multi-jurisdictional issues and their impact for multinationals providing client and contact mailing lists reporting successes in taking Taxand news to clients – has Taxand’s Take helped you win work? adding button and link for each issue to your website

26

26

26

26

26

Taxand Globe: providing employee contact lists and information about successes, news, secondments etc

25

√

6






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Are you showcasing capability Taxand through our publications? Remember to:

Page contribute content to Taxand guides and thought leadership reports distribute them to your clients and contacts visit www.taxand.com/brandcentre for the latest publications and copy to send on to clients promote them on your websites

25

27

27

And engaging in social media ? Please do: initiate discussions that inform and demonstrate expertise post relevant Taxand materials, articles, publications, newsletters, whitepapers and events answer questions demonstrate tax expertise actively participate in social media

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36

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6 Taxander Compliance Checklist

Are you making the most of our websites ? Please do: www.taxand.com

Check your country profile is up to date regularly

Provide biographies and photographs for all your partners

Forward your news and articles for publishing

Contribute and update your rates for the Real Estate Calculator

Taxander Portal www.taxanderportal.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

18

18

18

18




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6 Taxander Compliance Checklist

Are you making the most of our websites ? Please do:

Taxander websites

Link the Taxand logo on your homepage to www.taxand.com

ensure the Taxand logo is visible in the live area of your website add the Taxand legal disclaimer to your website homepage add links to www.taxand.com

and write about Taxand on your websites

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18

18

18




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7


Brand Champions Contact List




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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!

France

Germany

Greece

India

Indonesia

Ireland

Italy

Japan

Korea

Country

Argentina

Austria

Belgium

Canada

Chile

China

Colombia

Curacao

Cyprus

Denmark

Name

Charles

Herta

Henk

Heidi

Carola

Kevin

Mauricio Pineros

Peter

Maria

Anders Oreby

Jerome

Annette von

Natasha

Vandana

Prijohandojo

Sinead

Guido Arie

Eiki

Stephan

Last Name

Gibson

Vanas

Hop

Balke

Trucco

Wang

Perdomo

Muller

Savva

Hansen

Rusak

Frankenberg

Pissia

Chopra

Kristanto

Hennebry

Petraroli

Kawakami

Kim

Email Address

Charles.Gibson@bfmyl.com herta.vanas@taxand.at

henk.hop@abtaxandbelgium.com

heidi.balke@gowlings.com

ctrucco@bye.cl

kevin.wang@hendersen.com

mpineros@gpzlegal.com

peter.muller@taxandcuracao.com

maria.savva@eurofast.eu

aoh@bechbruun.com

jerome.rusak@dayone.fr

annette.von.frankenberg@luther-lawfirm.com

n.pissia@zeya.com

vandana.chopra@bmradvisors.com prijohandojo@pbtaxand.com

sinead.hennebry@williamfry.ie

gpetraroli@fantozzieassociati.it

e-kawakami@kojimalaw.jp

sekim@sojong.com


7 Brand Champions Contact List

Country Name Last Name

Luxembourg Mira- Llieva Leonard

Malaysia

Malta

Veerinderjeet Singh

Walter Cutajar

Mauritius

Mexico

Gary

David

Netherlands Willeke

Norway Harold

Gowrea

Guerrero

Nijhoff

Johannessen

Pakistan

Panama

Ikramul

Luis

Peru Rocio

Philippines Serafin U

Poland Marta

Haq

Martinez

Liu

Salvador

Sykulak

Puerto Rico Daniel

Romania Angela

Russia

Singapore

Spain

Sweden

Ekaterina

Chan Boon

Patricia

Berit

Rivera

Rosca

Kleimenova

Wah

Wallace

Lindh

Switzerland Stephan

Thailand Hatasakdi Na

Pfenninger

Pombejra

Turkey

UK

Ukraine

Uluc

Rebecca

Vladimir

Ozcan

Baker

Didenko

USA

Venezuela

Rebecca

Manuel

Baker

Candal

Email Address

Mira.Ilieva-Leonard@atoz.lu

vs@taxand.com.my

walter.cutajar@avanzia.com.mt

gary.gowrea@cim.mu

dguerrero@macf.com.mx

Willeke.Nijhoff@vmwtaxand.nl

h.johannessen@selmer.no

ikram@huzaimaikram.com

lmartinez@taxand.com.ve

rliu@mafirma.com.pe

susalvador@salvadorlaw.com

marta.sykulak@taxand.pl

drivera@drgconsultingpr.com

angela.rosca@taxhouse.ro

e.kleimenova@pgplaw.ru

chanboonwah@khattarwong.com

patricia.wallace@garrigues.com berit.lindh@skeppsbronskatt.se stephan.pfenninger@taxpartner.ch

hatasakdi.np@hnpcounsel.com

uluc.ozcan@erdikler.com

rbaker@alvarezandmarsal.com

vdidenko@magisters.com

rbaker@alvarezandmarsal.com

mcandal@taxand.com.ve




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8

Key Contacts

Key Contacts

Lynne Sandland


T. +44 20 7072 3251

M. +44 75 2590 6259

Sandra Hatugari

E. shatugari@taxand.com

T. +44 20 7715 5245

M. +44 78 7246 3297

Abbie Tarren

E. atarren@taxand.com

T. +44 20 7715 5243

M. +44 75 0801 6931




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ABOUT TAXAND

Taxand 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 timeconsuming 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 2012

Registered office: 1B Heienhaff, L-1736 Senningerberg

– RCS Luxembourg C68