The new "changing lives" brand promise will be launched nationally this month.
In a sector that traditionally communicates solidity and financial acumen in the most serious of terms, an emotional proposition is a step out of the accounting comfort zone, the firm said.
Chairman Nick Hatzistergos said William Buck wanted to communicate the firm’s human personality to current and future clients and staff.
“We recognise our responsibility. Everything that we do has the potential to impact on the lives of our clients, our colleagues and the wider community. And it’s not just the transformational things. Sometimes the small actions over time have the biggest impact."
"Often we help at the most pivotal points in their lives – starting and growing businesses, managing succession from one generation to the next, preparing for retirement and even assisting with estate management after their death."
Mr Hatzistergos said external market research has shown a remarkable response to the new brand promise from clients.
"We weren't really surprised that our existing clients recognised and responded to the changing lives concept – they know our track record.”
"But we were delighted that potential client focus groups also supported the premise. There was a real motivation to learn more about William Buck because of this emotional claim that we could change their lives. They liked the fact that we were being different, caring, genuine and bold," said Mr Hatzistergos.