Baker Tilly Annual report 2022 | How we’re evolving | Strategy

How we’re evolving

A brand equal to our strategy

The best brands are built from the inside out. And ours is no exception. Over the past year, we did the work to understand our brand from a unique and authentic point of view — embodying who we are rather than what we do.

In developing our brand strategy, we recharged our brand identity and are reigniting how our brand is experienced. In this discovery process, a keen insight about us emerged: Growth and change are not only elements of our business strategy. They are also ingrained in our mindset and belief system.

That is, we relish in thinking what’s possible, even when it seems improbable.

We navigate uncertainty and move with confidence. We are curious and open to learning and also unlearning.

We challenge what we know, and champion what we imagine. We search for a better way, not just one way. For our clients. For us.

Baker Tilly personified

We’ve aligned with three incredible brand ambassadors who personify Baker Tilly’s “go there” attitude. Fearless, focused and always moving forward, they help ignite our ambition and reflect the talent and drive of our team members.

Baker Tilly Brand Ambassador Coco Gauff

Coco Gauff

One of the most talented and uplifting athletes of her generation, tennis superstar Coco Gauff is ranked No. 1 in doubles and No. 4 in singles at the end of 2022. She exploded onto the stage at age 15, winning her first major singles tournament and distinguishing herself as the youngest player to do so since 2004. Her dynamic style of play and undeniable talent inspire her fans and rivals alike to reach for what’s possible.

Baker Tilly Brand Ambassador Jimmy Chin

Jimmy Chin

Jimmy Chin is a professional mountain athlete whose adventurous spirit and drive to discover comes to life in his National Geographic photography and Academy Award-winning films. From the Sahara to the Himalayas, Jimmy’s drive to experience and understand the world around him has led to numerous accolades and the epic 10-part series Edge of the Unknown with Jimmy Chin.

Baker Tilly Brand Ambassador Cameron Smith

Cameron Smith

Cam Smith was the 2022 Champion Golfer of the Year as the winner of the Open Championship. He had an outstanding run up to his Major Championship win, finishing tied for third at the Masters and winning the 2022 Players Championship. His spirit, talent and sheer love of the game make him an explorer in his own right.

"Go for it" TV commercial