Developing Brand Ambassadors
It is almost impossible to think about tax season without H&R Block coming to mind. In 1955, H&R Block was founded by brothers Henry and Richard Bloch with the goal to provide the public with the highest quality tax services.
Today, H&R Block provides help and inspires confidence in their clients and communities everywhere. Since its founding, H&R Block has prepared more than 800 million tax returns with company-owned and franchise retail locations in all 50 states and U.S. territories around the world.
H&R Block continues to lead the industry as the only company to offer complete choice for consumers to get tax help on their terms with in person, online and virtual options. By combining the knowledge of highly trained tax professionals with cognitive computing technology and digital services, H&R Block offers clients their most personalized tax experience ever and the confidence knowing they will receive their maximum refund.
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“Karen Kreamer at K2 Brand was a tremendous change leader for our organization. She provided strategic insight to our new brand positioning and helped us successfully translate and communicate it across multiple levels in our organization, from the front line tax professionals to the senior executive team. Quite simply, our brand initiative would not have been as successful without Karen’s strategic expertise and leadership.”
- Brenda Bachofer, Former Director of Creative Services
Successful companies like H&R Block manage for marketplace seasonality and demand, but they also focus on delivering a relevant benefit that customers can believe in and rely on. Each year, H&R Block relies on over 100,000 seasonal tax professionals to serve as brand ambassadors every tax season. Each the H&R Block tax professionals must understand, and deliver, the H&R Block brand positioning.
H&R Block chose K2 Brand to create the strategy and multi-level internal brand program to provide brand education and training to all employees. The Living the Mission program was designed to ensure every H&R Block tax employee understood how to align their actions with H&R Block’s mission and core values. The program included a leadership communications strategy, Meeting-in-a-Box, promotional posters, intranet microsite, and a tax professional reward and recognition program.
