Join Maud and Cees as they walk along the beaches near the Abin office in Noordwijk and discuss their journey and the process behind the rebranding of Abin Accountants.
Three offices, a team of ten executives and challenges with hiring new people. We teamed up with Abin’s management team and employees to innovate and develop their brand identity. In our Walk & Talk’s we discuss briefly how we worked together and what it achieved, since we began this adventure a year ago.
Fifteen years ago, we were a much smaller organization. Back then, we created a name and logo to feature on our letterhead. But as we grew, we had to face new challenges in both the commercial and labor markets. That’s when we started thinking about the story we wanted to tell as Abin Accountants and who we truly are – and that’s how we realized we needed branding.
In this process, we not only had workshops with management, but also with other employees. You aimed for a broad representation from all different offices and collected information from everyone.
We are certainly a fan of HLO. In that respect, your mission has also succeeded with us. And what particularly triggered us was your refreshing approach right at the beginning of the process.
So close to a full five, wow! We can’t wait to make even more fans!
Ready to get started? Book a call with Maud and let’s begin the journey!
contact maudsend us an email
Sluit je aan bij Maud en Cees terwijl ze langs de stranden in de buurt van het Abin-kantoor in Noordwijk wandelen en hun reis en het proces achter de nieuwe rebranding van Abin Accountants bespreken.
Drie kantoren, een team van tien leidinggevenden en uitdagingen bij het aannemen van nieuw personeel. We hebben de handen ineengeslagen met het managementteam en de medewerkers van Abin om hun merkidentiteit te innoveren en te ontwikkelen. In onze Walk & Talk's bespreken we kort hoe we hebben samengewerkt en wat we sinds het begin van dit avontuur een jaar geleden hebben bereikt.
Vijftien jaar geleden waren we een veel kleinere organisatie. Toen creëerden we een naam en een logo om op ons briefpapier te plaatsen. Maar naarmate we groeiden, kregen we te maken met nieuwe uitdagingen, zowel op de commerciële als de arbeidsmarkt. Dat was het moment waarop we begonnen na te denken over het verhaal dat we als Abin Accountants wilden vertellen en wie we werkelijk zijn – en zo kwamen we erachter dat we behoefte hadden aan branding.
In dit proces hebben we niet alleen workshops met het management gehouden, maar ook met andere medewerkers. Er is gestreefd naar brede vertegenwoordiging van alle verschillende kantoren, en er is informatie van iedereen verzameld om een sterke basis te leggen.
We zijn zeker fans van HLO. In dat opzicht is jullie missie ook bij ons geslaagd. Wat ons vooral heeft aangesproken, was jullie verfrissende aanpak aan het begin van het proces.
Zo dicht bij een volledige vijf, wauw! We kunnen niet wachten om nog meer fans te maken!
Klaar om aan de slag te gaan? Boek een afspraak met Maud en laten we de reis beginnen!
neem contact op met maudstuur ons een e-mail
By Isabella, Head of Strategy
Your company wants to reach the largest possible audience. For the more fans, the more successful the brand. But you can only turn people into fans if your service or product meets their needs. So you shouldn't try to reach everyone. You need to focus on your target audience. To do so, you need a brand story, a brand strategy, a brand identity, and a brand personality. But only by building a brand persona you can make the resulting actions specific enough to be successful.
Truly successful marketing efforts (such as a marketing strategy and brand activation) are entirely focused on a person: your ideal customer. The question is, how to build a brand persona and use it to connect with your audience?
If you haphazardly create a brand persona for every nook and cranny of the marketplace, you probably won't accomplish much. To make your efforts succeed, you should do something that goes against the average entrepreneur's instincts: delineate your target audience.
You can do so by defining your minimum viable audience (MVA) — the smallest possible audience that keeps you in business.
Why? This is a group of people who really need your product or service. By building a brand persona based on them, you can be extremely relevant to them. That's how you create fans who are eager to tell others about your brand.
Once you understand what a brand persona can do for you, it's tempting to develop one as quickly as possible. So when it comes to mapping out your target audience for (online) marketing purposes (such as lead generation to grow your business), it may be tempting to peruse some brand persona examples and complete a persona template based on your vision and preferences. But, to paraphrase Abraham Maslow, if all you have is a hammer, everything looks like a nail.
1. Research your potential customer's (personal) background
A common mistake is to create brand personas with insufficient evidence. If you want to achieve your brand and marketing goals, you should try to fathom your persona's needs through thorough research.
2. Be critical when creating brand personas
Above we wrote that it's best to delineate your target audience. You can, however, have two, three, or four brand personas. They'll develop as your organization evolves. That's completely fine, as long as you calculate the percentage of your customer base a brand persona represents or should represent. That's how you'll know if a persona is necessary.
3. Describe your ideal customer in a concise, powerful persona template
Once you're in the process of mapping out your brand persona's needs and challenges, you may want to write down all your findings. You should resist this tendency and create a clear, visually appealing, one-page description of your persona which all stakeholders can easily use on a daily basis.
Need additional information or more comprehensive advice? Read our download 'Brand personas: define your ideal customer and reach your target audience'.
DownloadPaint a complete picture of your brand persona by mapping out things like behavior, personality traits, and demographics
Talk to existing customers to empathize with your brand persona's gain and pain points
Be sure to also create an anti-persona: the person in the buyer's environment who influences the buying process
Request a free brainstorming session with our brand specialists. Together, we will have a look at your brand and audience, and we'll discuss how you can create real fans.
Contact Isabellasend us an e-mailStuur ons een e-mail
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