The Company
ABS UK is a printing, copying and IT solutions provider based in Halifax. The company was founded in 1988 and is now run by family members John, Paul and David Lees and Brett Abson. Turnover is approx £4.5m and there are 25 employees all based in Elland, West Yorkshire
The Issues
The Company had completed a major acquisition of another photocopier dealer and the board were planning to rebrand incorporating the name of the company, that had just been acquired.
Mentoring advice given
The mentoring session was with Gav Winter the ceo of Ten10 and took place in February 2017. Gav had just done a big rebrand himself at Ten10. He thought the rebrand needed to be more than just a name change. The new name did not show the strong local feel, the brilliant service, the 30 year history, the young team, the charitable efforts etc. He suggested they should do a full rebrand that shouted all the many attributes of the business
The consequences of the advice
Subsequently the board decided to wait and rebrand properly with the help of branding experts 10 Associates. The new brand is highly colourful, talks about the strength of being local, all employees live in or within 2-3 miles of Elland, down to earth, brilliant service and innovation and their charity arm, the ABS Foundation.
Since the rebrand, the company has acquired a multitude of new customers and sales have increased by over 10% already with some exciting new projects in the pipeline
More Generally
ABS a better way has made some great contacts out of Connect Yorkshire, thinks the Marketing Masterclasses have been great and intends to continue to benefit from the very modest membership fee
Connect Yorkshire
September 2018
