Annual reports and the tenets of brand storytelling

Sarah Brown
May 6, 2024
3 min read

An annual report can be so much more than numbers and market forecasts—it can be a story that inspires. Through Set for Growth, Mazars proves that financial performance is just one chapter in a much larger narrative: a journey of resilience, responsibility, and relentless ambition.

Context and objectives

In 2022, Mazars had just recently unveiled a new brand identity. At its core, the brand promise "we are committed to helping build the economic foundations of a fair and prosperous world by caring for the success of our people and clients, the health of financial markets, and the integrity of our profession."

The 2022 annual report Set for growth, released less than a year later, presented Mazars with the perfect opportunity to bring their brand promise to life. At first glance, the annual report might not have seemed like the most exciting piece of brand content. But by sticking to the five tenets of brand storytelling, facts and figures become the signposts on an engaging journey.

The Power of Brand Storytelling

A well-crafted story captivates audiences, humanises brands, and creates lasting connections. At the heart of Mazars’ annual report lies five essential storytelling elements:

A compelling conflict

Conflict is the driving force behind any great story—it creates tension, fuels transformation, and keeps audiences engaged.

As the world emerged from the COVID-19 pandemic, businesses faced an internal battle: the temptation to revert to old habits. The world in 2022 was filled with uncertainty, but Mazars recognised that falling back was not an option. Instead, the company embraced change, demonstrating resilience and adaptability to build a more responsible and future-ready organisation.

Interesting characters

A story’s hero is defined by the challenges they face and their response to adversity. In Set for Growth, the Mazars brand takes centre stage as the protagonist—driven by its core values to navigate an evolving landscape.

The villain? Stagnation. As business expectations continue to rise, organisations must embrace transformation. Accountability, sustainability, digitalisation, compliance, and people-centric leadership have become essential to long-term success. Mazars positioned itself as the force for progress, ensuring that businesses and institutions do not succumb to inertia.

Honesty and transparency

Authenticity is the key to brand credibility. In a world of endless choices, trust is what sets a brand apart. Honesty in storytelling builds loyalty, strengthens relationships, and fosters real connections.

Mazars understands that transparency is not just about telling the truth—it’s about staying true to its values in every interaction. By committing to openness about its practices, goals, and challenges, Mazars earns the confidence of clients, partners, and stakeholders alike.

A surprising resolution

The pandemic revealed a universal truth: businesses and individuals are more adaptable than they once believed. Mazars harnessed this realization, channelling it into an unwavering commitment to growth and evolution.

The resolution to this story is not just a conclusion—it’s a new beginning. A renewed sense of trust between Mazars and its clients, built on shared learning and a forward-thinking mindset.

An ongoing journey

A great story doesn’t end—it evolves. Mazars’ journey is not about reaching a destination but about continuously pushing boundaries, embracing innovation, and building a more sustainable and prosperous future.

By crafting a narrative that embodies its values, Mazars transforms its annual report from a corporate obligation into a compelling brand statement—one that evokes emotion, builds trust, and fosters a sense of shared purpose.