For a business enjoying strong growth, a rebrand might seem like an unnecessary – even an odd – thing to do. But for accountancy firm Haysmacintyre, a change in identity and name was an opportunity to bridge a gap between the perception in the market and the new reality of the firm. Welcome to the world, HaysMac.

“We have grown significantly as a business, experiencing organic double-digit growth for many years,” explains Managing Partner Tash Frangos. “Over that time, the firm has changed and it felt like the business we are today and the experience people have when they meet us in person is different to the perception of us in the market. 

“The reality is, we’re an ambitious and energetic group of people, focused on delivering expert client service in our key sectors and markets and our branding didn’t really reflect the innovative and modern firm that we are today.”

A powerful way to distinguish yourself

Branding matters, Frangos says, because the firm has ambitious growth plans to hit £100m turnover by 2028, all while remaining an independent partner-owned business. Against a backdrop of industry upheaval, sustainable growth is key, and good branding is a powerful weapon in your armoury: “It’s a competitive environment, so to achieve that and to remain an employer of choice, we need to remain relevant and able to stand out from the crowd.”

As technology and automation increases its influence in the sector, firms need to be seen as a credible, trusted and approachable advisor. “For us, it was really important to have a brand that showcases our ability to create long-lasting client relationships and demonstrates our market, sector and technical expertise,” Frangos says.

At the same time, it’s important to differentiate yourself in a sea of blue. “It was important that we had a brand that showcased how we were different in our culture and the way we look after our people. We are a people business, so without that, the firm will not be successful,” Frangos says. 

Data-first approach

However, the firm was also mindful of not throwing away its heritage. Haysmacintyre was formed in 2001 following the merger of Hays Allan and MacIntyre & Co. “We needed to find a way of keeping our not-for-profit clients as engaged as our tech clients, for example, but HaysMac is what our clients and our people call us anyway, to be honest, so we were just saying ‘we hear you!’” 

HaysMac used London-based agency SomeOne for its rebranding project. A track record in the professional services environment, alongside clients outside of the sector, was a definite draw, Frangos says. But it was the agency’s data-first approach that really chimed with the firm. “Everything we did was based on the data around it. So for example, we drew on feedback from our people and our clients about the Haysmacintyre brand and they did a lot of research into the sector and every decision we made was carefully thought through.” 

Branding lessons learned

Verity Gregson, the firm’s Marketing and Business Development Director, says approaching branding merely as a set of new colours and a flashy new website is a missed opportunity: “It was about going back to who we are, what it feels like to be a client or an employee. We elevated the brand to showcase that.” The starting point must be to understand that proposition, Gregson says. “Get data around what your clients and employees think and feel about who you are. Your brand needs to be an authentic representation of you.”

Frangos agrees: “It’s important to be clear so that everyone in this firm can consistently describe our business, what it is and how we work with clients. We had moved as a business, and this was a catching-up exercise. We’re not pretending to be anything that we’re not – it’s a genuine representation of who we are.”

Gregson adds: “We win and retain clients because of our service. Our brand is our people and every time they show up to a client, that is what our client feels. So whether it’s a new trainee who joined last week, or someone who’s been here for years, every little interaction helps to build your brand.”

The importance of internal communications

Carefully planned internal communications a month or so before the rebrand launch helped to ensure that everyone in the firm was on the same page in terms of brand values. Don’t underestimate the benefit of merch, Gregson jokes. Gauging the success of the rebranding project will likely take time but already the signs are positive, she adds: “Our website is the window into us as a firm and there are lots of metrics that we can pull from that, and from social media. 

“It’s early days but we are already starting to see engagement levels go up and feedback from our people and clients has been really encouraging. We will continue to gain feedback from clients and staff to understand what has worked and what needs tweaking. It will be a continual process of improvement. You don’t do a project like this only to stand still.”