Trust has played a key role in completely rebranding Hallidays. We started by establishing their vision, mission and values, from there we created a new logo, website, photography, printed marketing collateral, and even helped with signage and ideas for their Stockport head office.
When Stockport accountants Hallidays originally approached us, all they wanted was their logo updating in a fresh, modern and appealing way. However, after chatting with them, it became clear they were so much more than just an accountancy firm. Yes, they absolutely needed a new logo, but to support it, they needed something a lot more all-encompassing. They needed a brand.
Over the course of our conversations, we came to understand that Hallidays is a unique kind of business. Not only did they have a vision for their company, they also shared our passion for strong brand values. Problem was, they just weren’t articulating them very well. They had a strong internal culture and a well-defined external proposition, but the place where those two overlapped had been left neglected. All truly great brands own this centreground, and Hallidays had a golden opportunity to do the same. So, we set to work.
We began by asking both the Hallidays team and their clients what they thought of the company. We were interested in people’s impressions of Hallidays as a business partner, an employer, and as a brand. The results were encouraging, clearly showing that Hallidays both conducted themselves in an innovative way and valued their team, but it also highlighted the fact that there was a perception of the brand as being old-fashioned. In short, Hallidays didn’t look and sound like the business they actually were.
The next challenge was to define Halliday’s vision, mission, and values in a way that updated them and cast off any ‘old-fashioned’ perceptions. We wanted to sum up their offering, their very purpose, into a single proposition that would act as a foundation for the rest of the brand. Collaborating with the MD, the FD and HR Director, we were able to distil all the research down, helping them come to a definitive conclusion about who and what they are. As a company that’s so much more than just an accountancy firm, Hallidays didn’t just do tax returns: they supported their clients and team to grow. And there it was, their values: simply, ‘support and growth.’
After that, it was plain sailing. With the right brand strategy in place and new values as a foundation, we could now set about a ‘root to tip’ rebrand. This started with the logo, updating it from its old-fashioned abacus reference to something more modern and professional. We then rolled the brand out over everything from a new company website to stationery, signage, marketing materials, and internal communications.
The results have been quite remarkable. Not only has Hallidays been able to grow and build on their excellent retention rates, they’ve also been able to increase customer satisfaction and loyalty. Where their old website didn’t deliver many leads, the new one has proved itself to be quite the source for high-quality new business enquiries thanks to a reduced bounce rate, increased page views and larger numbers of new visitors.
Nigel Bennett, Managing Director of Hallidays, summed it all up: “Thanks to Trust, we now look like the business we actually are. Their unique approach to values-based branding has helped us define our brand and the way we communicate it in a way that really sets us apart, and we’re excited to see what the future holds for us.”
“We now look like the business that we actually are thanks to Trust's unique approach to values-based branding.”Nigel Bennett
Managing Director, Hallidays