Abin experienced impressive growth in the past few years. From two dedicated founders to a strong team of over one hundred employees across three locations. They find themselves at a crucial point of reflection for its future direction. How do we capture their market position in a way which shows their value to their clients while also highlights their appeal as an employer?
In our brand strategy workshops, we explored the landscape and identified their positioning in the industry, brand story and brand personality. We focused on gaining a broad understanding, drawing from different layers of the company through stories from across the organization. In doing so, we fostered engagement among employees which encouraged the adoption of a new identity. It was revealed that Abin's employees take pride in what they can do for entrepreneurs, in both good and challenging times. The team emphasized the importance of companionship, sportsmanship, teamwork, and celebration. These elements are excellent for establishing a solid foundation.
Business is about ups and downs. Sometimes, things don't go as planned, while at other times, they go exceptionally well. Abin understands this better than anyone. At Abin, the culture is centered on growth and development, where employees recognize that the path of an entrepreneur is never a straight line. Likewise, Abin’s personal journey is also filled with discoveries and experiences. One thing remains unwavering - the destination on the horizon always points upwards and is filled with energy.
With the new positioning and identity, Abin successfully repositions itself in the market as more than just an accounting firm. Whether you are an entrepreneur or a (potential) employee, one thing is clear: it will be an unforgettable journey where you take the spotlight.