New York-based accounting firm Citrin Cooperman has introduced a new tagline, “Focus on What Counts,” as part of a rebranding initiative that also includes a new video with comments from the firm’s management.

Citrin Cooperman CEO Joel Cooperman explained the meaning of the new tagline. “At the core of our culture is the message that it is critical for our people to always focus on what counts, so they can continuously strive to grow and help meet the goals of our clients, the firm, and their personal ambitions,” he said in a statement.

The tagline was developed after conversations with leaders of the firm, clients, referral sources, and employees. As part of the initiative, Citrin Cooperman filmed a new firm video and added new images to its Web site. On the social media front, the firm created the Twitter hashtag #CCFocusonwhatcounts to encourage business owners to share stories about their winning teams with the Citrin Cooperman community.

“In light of Citrin Cooperman’s exponential growth and continued expansion, it was critical to regroup and assess what was important not only to our business and our team, but also to our clients,” said Patricia Cummings, managing partner of the firm’s New York City office. “Out of our rebranding project came our new tagline, Focus on What Counts. We’re very pleased with the feedback we’ve received so far and feel it will be far-reaching in elevating our brand and our message to the market.”

Citrin Cooperman has grown dramatically in the past decade, both organically and through mergers and acquisitions, such as the addition last month of the technology consultancy Real-Time Computer Services Inc. In addition to accounting, tax, and audit services, the firm offers a variety of consulting services, including business advisory, transaction advisory, forensic and valuation services, film tax incentives, state and local tax, international services, and business management and family office services, across different industries.

“When asked why they enjoy what they do and what differentiates Citrin Cooperman from other accounting and consulting firms, the resounding answer we received from our employees was that we do, indeed, focus on what counts, allowing our clients to be freed up to do the things that matter most to them,” said Laura Kucera, Citrin Cooperman’s chief marketing officer. “Listening to what’s important to our clients and providing exceptional service to address their needs is our top priority.”

To check out the new video, click here or watch it below.