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-mailJoin 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
By Isabella, Head of Strategy
You keep hearing a corporate story is indispensable to your brand. For only stories evoke emotions and move people. The message: ‘Brand storytelling works.’ So if you're building a brand, you need a brand story. But why is that the case? And what is brand storytelling?
Your brand story bridges the gap between your brand and your audience. Why? You can reach people by using narrative elements (usually, a story includes characters, rising action, and a conclusion at the end, among other things). A look at history shows that an authentic, original, and inspiring story virtually never fails to catch on. For stories help us understand each other.
You don't have to create a great story from scratch, as brand stories should not be made up. The challenge is to unearth yours. If you go about it the right way, the result is a story that puts your brand on the map. If you know how to use visuals (including video storytelling and animation) and words (for example, through content production), you'll create an experience — and, therefore, a relationship between you and your audience. This is how you'll turn customers into fans. And they are invaluable to your brand!
If you properly apply the brand storytelling method, you're basically engaging in a form of community building, as brand storytelling is an effective means for turning customers into loyal fans. But only if your story is inspiring and you consistently convey it in your communications. You should also use the connecting factor — the emotional connection — in the right way.
1. Start with your ‘why’
British management expert Simon Sinek summarizes the essence of storytelling in the title of his book, Start with Why. The underlying idea is that those who share why they do what they do inspire employees and, therefore, customers. Your ‘why’ is your higher brand purpose. It's why you exist, so it provides guidance on everything your organization does.
2. Be honest and authentic
Who are you? What's the added value of your product or service? How do you enrich the lives of your audience? Make sure your brand story is authentic and truly reflects who you are. Ultimately, it forms the foundation for your brand strategy, marketing strategy, and brand activation.
3. Share a personal story
Good brand stories invite people to step into an unknown world — a brand's universe. If you want your target audience to feel comfortable, you should know exactly what makes you unique. It's paramount that you clearly define your differentiator and communicate it in a creative way!
4. Make sure you're consistent
When it comes to communicating your story, consistency is key. But brand storytelling is also implemented in practice. Your brand story is only meaningful if you align it with your actions. So while you need to share a brand story that conveys what you do and what you stand for (through the story, the main character, and the message), you should also make sure to live up to any expectations you've set.
Are you interested in brand storytelling? Can you use some practical tips? And would you like to read a case study? You'll find everything you need to know about this topic in our download 'Storytelling: put your brand on the map with an inspiring story!'
DownloadDownloadDownloadDownloadDownloadDownload
Are you interested in brand storytelling? Can you use some practical tips? And would you like to read a case study? You'll find everything you need to know about this topic in our download 'Storytelling: put your brand on the map with an inspiring story!'
DownloadAt HLO Branding, we've developed a 360-degree approach which we use to unearth, shape, and communicate your authentic, distinctive brand story. During brand strategy sessions, we define your brand personality, values, and pillars and map out your vision, mission, and goals. All this comes together in your brand blueprint, the foundation for your inspiring brand story and positioning.
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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