Branding is high on the agenda in as many as 63% of companies, according to BDO Belgium’s Company Barometer. To support companies in this area as well, BDO has acquired a stake in the brand strategy agency Pavlov.
In addition to its traditional areas of expertise (such as accountancy), BDO Belgium is increasingly focusing on a broad consultancy offering to assist companies from A to Z with all kinds of issues in an innovative way. To realise this ambition, we decided to invest in energy player Odot in June, and now we have acquired shares in specialist brand consultant Pavlov. Founded in 2016 by experienced brand strategists Michaël and Stef Verbeeck, Pavlov specialises in brand strategy challenges such as positioning, customer experience, brand culture and brand identity.
“We notice that companies do not always know how to make a brand a valuable asset for their business,” Peter Van Laer, CEO of BDO Belgium, points out. “For example, in restructuring, we see that the right positioning of a brand can contribute to its success. On top of this, during acquisition processes, we find that companies have many questions around positioning, culture, customer experience, and the possible rebranding associated with such an operation.”
Companies are increasingly engaging in strategic thinking about their brand identity and culture. “Our Company Barometer shows that further development of their brand and positioning are in the Top 5 of investment plans among companies,” says Peter. “So, we are very pleased that we will be able to support them in this together with Pavlov.”
“That symbiosis works both ways,” adds Stef Verbeeck, Co-Founder of Pavlov. “Our clients recognise how business-critical their brand is and what impact a solid brand strategy has on aspects such as sales, communication and HR. A strong brand makes things possible – and, like BDO, we assist our clients especially during times of growth and transformation.” Thanks to BDO’s capital injection as well as our complementary expertise, Pavlov is now able to offer in-depth advice that’s even more thoroughly substantiated.
Based in Antwerp, Pavlov is an independent niche consultant in branding. Operating from the belief that strong brands make things possible, the team of experts advises a variety of clients – ranging from start-ups and SMEs to multinationals and governments – on brand strategy, customer experience, brand culture, brand identity and tactical communication.