EY

EY is recognised as one of ‘The Big Four’, the four largest professional services networks in the world. Receiving a score of 8.76, it comes in at number 5.

Its brand scores consistently highly across all the criteria points, outperforming its professional services counterparts. We viewed its greatest attributes as brand personality and consistent use of brand identity, which translates to a standout visual style across all comms touchpoints. The big brand idea ‘Building a better working world’ is noteworthy for its single-mindedness and clear link to the brand’s narrative and purpose. Visually, ‘EY yellow’ has gained significant brand equity over the years, serving as a memorable differentiator not just in the professional services industry, but also in the B2B landscape in general. The brand is presented well across its digital channels with dynamic storytelling supported by a seamless online experience. EY’s propositions could be better tailored to additional stakeholders beyond customers and employees. The most notable opportunity lies in enhancing its sustainability framework. Despite EY helping its clients achieve a wide range of sustainable goals, on face value its own sustainability framework lacks a clear overarching strategy.