Розробка комунікаційної стратегії, брендинг
How can accounting communication be made engaging? Parasolia, an accounting firm with a German flair and a great sense of humor, entered a new market and required a communication strategy to establish a recognizable brand. We opted for a bold approach, discarding cautious strategies in favor of ACHTUNG! Branding.
To begin, we refreshed the visual identity while retaining the existing color palette and the iconic umbrella symbol. The new Parasolia is more contemporary and lively.
For our communication strategy, we held comprehensive interviews with members of our target audience, primarily business owners, which revealed a crucial insight: MANAGERS ARE NOT INTERESTED IN ACCOUNTING. Their focus lies in management, marketing, and growth, rather than on reports, invoices, and tax deductions. Parasolia aims to shield businesses from bureaucratic challenges. Therefore, we decided to highlight the brand's German essence in its tone of voice and reinforced this with advantages embedded in our messaging.
In accordance with our communication strategy, we crafted a social media promotion plan that included eye-catching visuals for our page, extending our branding. Our primary objective was to stand out among the numerous stiff and formal accounting firms, capturing the attention of entrepreneurs. Instead of tedious legal jargon, Parasolia will deliver concise posts laced with humor. Rather than lengthy articles that require continuation in the comments, we will produce expert videos. And instead of repetitive reminders for accountants to submit their reports, we will address the true interests of business owners.