ABA – Invigorating new Brand
Unique Selling Point:
Simple Accounting, Simple Life.
Justification:
Dedicated accountants get to know a business and with the use of plain language can make the complex seem simple.
More:
Crystal Scott and Keri-Ann Muller at ABA Chartered Accountants embarked on a new Brand refresh to generate energy and provide a platform for client business growth as New Zealand moves away from lockdown restrictions.
Having purchased ABA Chartered Accountants from James Murray 12 months ago Crystal and Keri-Ann wanted to build upon the positive parts of the business and reinvigorate the feel of the brand keeping their clients firmly in mind in the process.
“The world has changed, and we see successful businesses being hyper-adaptable on all fronts. For instance, offering new products, on-line purchase functionality, flexible working arrangements and listening to the changing needs of their customers. Our brand represented a pre-covid business which we have made many changes to. We’ve streamlined systems, focused on overhead minimisation, tweaked software, updated our website and marketing approach. The new brand needed to pull together these changes and represent this in a modern way to our existing and new clients”, says Keri-Ann.
The issue Crystal and Keri-Ann had was where to start. Often business owners are too close to the business and get caught up in the day to day.
They were bouncing around ideas but lacked the time and clarity that an independent expert could offer.
“We had lots of ideas”, says Crystal, “but it was difficult to pull them together”. Then we met Chris Norris, from Allbrand. Chris was great at listening, critiquing our ideas and really getting us to think about what our brand means and how it reflects our culture. He provided us with essential tools to enable us to make a decision on a great modern logo and a focus on our Positioning Statement -Simple Accounting Simple Life. We couldn’t be happier with the outcome and service from Chris. As an example, Chris provided us with many logos, colours and images and showed how this could tie everything together through a brand guidelines document. We provided feedback and after some back and forth we selected an amazing modern logo, images and tagline that we’re so happy with”.
The ABA team believe the brand reflects their commitment to local business and changing people’s lives by making accounting simple. As you can see above their positioning statement sits proudly on a photo of Orewa beach taken from the popular lookout at the North end of the beach.
“We decided while we were building a new brand that we needed a new website during the process, this came out far better than we imagined too”.
Keri-Ann continues, “Chris provides an excellent service; he was so helpful with the new brand and let us deal with many of our own signage and web suppliers. He offers sensible ideas that don’t cost the earth and allowed us to complete this re-brand with a minimum of fuss and disruption. He came up with some great tips to improve the look of reception. It’s far more professional and less cluttered now. He also created all the in-house stationery for us that looks so professional”.
ABA now have a brand they feel confident about as it better represents their business and what they want to achieve for their clients. As restrictions lift, they are excited to help local business people explore opportunities now and into the future.