Richmond-based accounting firm adopts a new name

Richmond-based accounting firm Cherry, Bekaert & Holland LLP is rebranding itself as Cherry Bekaert LLP.

The rebranding strategy is designed to better illustrate the firm’s depth of accounting and advisory expertise across industry and service lines.

The 65-year-old firm says the move is the result of more than a year of research and analysis of clients and marketplace influencers.

The research results showed that clients need expertise that “goes wherever their business takes them,” the firm said in a news release.

“Our clients are competing in a multistate and global environment, and we are responding to their needs by upgrading the way we provide accounting, tax and advisory services, including providing service and industry subject matter experts who bring a collaborative approach to serving clients and are focused on helping those clients meet their business goals and objectives” Howard Kies, the firm’s managing partner, said in a statement..

The tagline for the newly renamed Cherry Bekaert is “Your Guide Forward.”

“Our brand is representative of who we are as an organization. We are a dynamic company, and our identity reflects that image,” Kies said. “The primary concern of our clients is growth, particularly given the current economy. We provide relevant solutions to companies at all stages of development and the insight necessary to manage growth for our clients and guide them toward their goals.”
The rebranding campaign includes a new website, launched on Thursday, that offers users mobile access.