Liberty Tax Makes a Statement with Brand Refresh

Liberty Tax is launching a new look this tax season with an ear to the ground and an eye on the tax business: “You Do Life. We Do Taxes.”

The new, memorable tagline message is part of the first major facelift for the top tax preparation franchise, which opened its doors in 1997. The exciting changes speak to everyone – tax preparers, customers, and prospective franchisees, notes Martha O’Gorman, chief marketing officer of Liberty Tax.

“We’re calling it a brand refresh. It’s a great new statement and look, but it’s not a total makeover,” says O’ Gorman, a founder of Liberty Tax. “The best part is that it speaks directly to our customers. That’s something that we do better than most brands.”

With more than 4,000 offices in the U.S. and Canada, Liberty Tax remains a down-to-earth brand that gets its customers. Local offices deliver professional tax advice in a warm and friendly atmosphere, complete with refreshments for customers and a waiting area that includes a play space for children.

This customer-friendly focus and great value proposition have been instrumental to the rapid growth of the award-winning brand. Today, more than 1,500 franchisees experience the benefits of owning a Liberty Tax franchise, and millions of customers know and trust the professional tax service they get at local Liberty Tax offices.

Building on the success of Liberty Tax, company leaders decided to update the look and feel of the franchise, while remaining true to the brand’s identity and keeping franchisees in mind. Liberty Tax always considers the impact that company decisions have on its franchisees, putting them at the forefront, where they belong, Gorman adds.

“We listened to everyone before we started on the brand refresh,” says O’Gorman. “We knew we couldn’t make a decision in a vacuum. We also didn’t want to create wholesale change that would be too expensive for our franchisees to adopt.”

The brand refresh was a research-driven effort. After months of work – informed by outside agencies – Liberty Tax developed the concise and direct tagline message “You Do Life. We Do Taxes.” The fresh slogan speaks to all of Liberty Tax’s constituencies by acknowledging something we all know: Most people would rather be experiencing any other element of life than dealing with tax preparation.

Along with the tagline, the brand is unveiling a cleaner look that includes images of families and individuals enjoying life. The new visuals communicate the story of the franchise in an eye-catching way that is sure to engage customers of all ages and invite more potential franchisees to realize the value in ownership, says O’Gorman.

A series of 15-second video spots furthers the theme with everyday people in common situations – a mom sending her children off to school and a young man starting his first job. The scene pivots to the nearby Liberty Tax office to show these same people experiencing the friendly customer experience and professional tax preparation service that has made Liberty Tax successful.

“People who have interacted with our brand know how personable we are,” explains O’Gorman. “But these videos – succinct and sharp as they are – will engage others and give them the incentive they need to give the Liberty Tax brand a try. The spots really convey what it means to be a Liberty Tax customer or owner.”

Liberty Tax is rolling out the new branding over time. Franchisees received free branding kits before the start of tax season as a way to celebrate the new look and to encourage adoption.

“The response has been overwhelmingly positive,” says O’Gorman. “As the Chief Marketing Officer, I am so excited about what we’ve done here to showcase Liberty Tax. We truly have positioned our brand to reach new audiences and continue its success into the future.”

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