February 23, 2015 – Daszkal Bolton, a top ten accounting firm in South Florida, recently released a new brand identity to include a modified logo, refreshed website, new slogan and other material.
“We’re inviting our clients to ‘conquer to new ground,'” says Michael Daszkal, Managing Partner and co-Founder of the firm. “It doesn’t matter whether a client is a business, not-for-profit, or a high net worth family. Every client has goals and we’re here to help makes those goals a reality.”
Daszkal Bolton, founded in 1992, is at record size with three offices and nearly 120 people. Over the years, the firm has embraced a reputation of being entrepreneurial in its culture. Its new slogan is said to draw on that reputation.
Additionally, Daszkal Bolton has long represented itself with a shield. The new brand preserves that history while seeking to draw a more direct correlation between the brand mark and the firm’s value proposition.
“It’s more than a slogan,” says Timothy Devlin, Partner and Tax Services Practice Leader. “‘Conquer new ground’ is a guiding principle. Just as we embrace an entrepreneurial way of thinking in client service, we continue to think that way for ourselves. Every day offers new opportunities to improve our processes and optimize our resources. We don’t take them for granted. As part of our branding efforts, we have also introduced a new set of core values that underscore sentiments aligned with our value proposition. Every member of our firm has those values by their side while working as a constant reminder to act in a manner consistent with this principle.”
The firm’s new branding was developed as a product of self-discovery according to Lewis Greenberg, Director of Marketing. “We’ve spoken with clients, our professionals and members of the community,” comments Greenberg. “What we heard was consistent. We’re well known for our commitment to growth and our entrepreneurial approach to business. Our dedication to community causes is recognized. We heard reoccurring themes of our providing high growth companies with expertise they need to compete but aren’t likely to have in-house. Our branding is the culmination of those conversations. This isn’t about reinvention. ‘Conquer new ground’ states succinctly what we’ve continuously promised over our 23 year history.”
Daszkal Bolton is integrating its branding into human resource management as well. “As a professional services firm, we can’t separate our services and our people,” shares Raymond Saller, Director of Human Resources. “Given that, we’re excited to be incorporating the ‘conquer new ground’ sentiment into performance goals as of this month. We’re challenging ourselves to ‘conquer new ground’ in our careers and we’ll be fine tuning our tools to assist in that. We’re also sharing our values and our brand message in our recruiting efforts henceforward. We’ve long sought out talented professionals who think creatively and work closely with our clients, but this new branding will serve as a filter for us and for potential recruits to evaluate compatibility in a more accessible fashion.”
Michael Daszkal emphasizes a source of differentiation for the firm. “While the nature of accounting is to look back, we’ve always prided ourselves on seeing a look-back as only part of the picture,” says Daszkal. “We strategize with our clients. We get to know their resources, including limitations, and we help plan ahead. Not only are we at the side of our clients, we’re often out ahead of them conducting the due diligence needed, acting as their first step forward as they ‘conquer new ground.'”
