A Strong Alliance for SMEs: Interview with Frank W. Jacob about the Afileon brand

In an interview with Frank W. Jacob, CCO of Afileon, we shed light on the strategic brand development of the innovative alliance of tax, legal and audit firms. Afileon stands for personal excellence, partnership-based cooperation and a modern brand identity that embodies both greatness and approachability. In this interview, Jacob explains what lies behind the name Afileon, what role the iconic orange dot plays - and how individual firms can be united under one strong umbrella brand.

How would you describe the character and DNA of the Afileon brand in a few words?

Afileon unites equal experts in a strong network based on partnership at eye level and joint excellence. Our brand stands for personalised, uncomplicated tax advice at the highest level with a clear focus on the needs of SMEs. Driven by our values of innovation, individuality, quality, trust and respect, we live up to our motto "Expertise connects" in everything we do - in our team, in our client contact and in our communication.

What was the most important strategic idea behind the development of the Afileon brand?

Our goal was and is to create a growth-orientated, internationally compatible brand that combines size and leadership with approachability, humanity and partnership. The focus is on the tension between unity and diversity; a strong, identity-creating branding that makes the association model visible at eye level and enables continuous further development.

How did the name Afileon come about?

Of course, the name Afileon didn't just come to us, but is the result of a comprehensive strategy process. There were numerous other name suggestions, but Afileon ultimately convinced us the most.

With our Afileon alliance of tax, legal and audit firms, we are creating a model that has never existed before. And so our brand name is also a word that is completely new and unusual. It combines associations from affiliate (partnership), phileo (to love), file and on (active, digital, dynamic). The brand name sounds full of energy, is reminiscent of terms such as aphelion (point in an orbit around the sun), neon (new, shining) and electron, and embodies size and radiance as well as simplicity and approachability.

With the initial letter A, we are also at the start of the alphabet and demonstrate our claim to leadership.

What are the logo & CI supposed to convey?

The logo has a deliberately simple, straightforward and modern design. It stands for our claim to inspire clients with clear, understandable and simply good tax advice. The orange dot in the logo is more than just a graphic element: It symbolises our common centre - our values, convictions and our cooperation at eye level within the Afileon Group.

The corporate design emphasises this attitude: A uniform, minimalist look for all firms emphasises our close networking and the holistic character of our network. The colour scheme of vibrant orange (for warmth and energy) and solid blue (for stability and trust) expresses what Afileon is all about: a pleasant combination of trusted, personal advice combined with digital efficiency.

Size and transparency, trust and approachability - Afileon is a strong brand you can touch. A little softer, a little more personal and a little more harmonious than many other companies in our sector and therefore very likeable.

And what's the orange dot all about?

The orange dot in our logo has a special meaning for us and has become very dear to me personally. It is no coincidence that its colour is reminiscent of the sun; it stands for energy, orientation and inspiration. We call it "Weeo", made up of "We" and "Eos" (the Greek goddess of dawn), because its circular shape connects and inspires us anew every day. The "eo" characteristic of the name Afileon is of course also included. With its circular shape, it symbolises the holistic we that connects and drives us. Weeo is our fixed star: It gives us direction and strength, and inspires us day after day.

How can the individual firms be united under a strong umbrella brand without losing their individuality?

The Afileon model is completely new on the market: The concept combines the benefits of a strong network with the personal support of local firms that operate independently. The mutual participation in the group of companies creates a strong common basis: All partners invest in Afileon - and Afileon invests in them. Supported by a central service company, the firms remain economically independent and at the same time part of an efficient group of companies. In this way, we create incentives for genuine partnership between firms: After all, the Group as a whole will only be successful if each firm remains strong.

It is precisely this balancing act between a strong network and independent local brands that our brand strategy also conveys. All firms will be converted to Afileon's corporate design, but will retain their brand name supplemented by the addition "an Afileon firm". We also deliberately create differences between the partner firms in terms of text and imagery, thus keeping their evolved identities visible. After all, we only accept firms into our network that have been successful in the market with their brand personality. That's why we would do well not to squeeze everyone into one mould.

This creates a uniform brand image with recognition value without losing the individual character of the firms.

Who are the most important target groups for Afileon and how do we reach them?

Afileon is aimed at several key target groups, each of which is addressed in a different way:

Talent/Applicants

In times of a shortage of skilled labour, attracting and retaining qualified employees is crucial. A strong Afileon employer brand plays a central role in this. We position ourselves as an attractive employer through targeted employer branding, authentic communication and transparent insights into our culture and development opportunities.

Existing employees

The motivation and long-term loyalty of our teams are key success factors for the growth of Afileon. We promote a strong sense of community through transparency, participation and regular dialogue across office boundaries. At the same time, we are strengthening internal communication and creating a motivating working environment in which our firms can get to know each other better and network.

Successful, medium-sized firms

We specifically approach firms that would like to join our network. We rely on personal contacts, convincing success stories and clear added value such as shared resources, knowledge transfer and a strong brand.

Clients and potential clients

As a group of firms, we stand for high quality and individualised support. We strengthen the trust of our existing clients and gain new ones through clear positioning, a standardised approach and excellent advice.

Brand awareness is a declared goal. How do you want to measure this specifically?

We measure our brand awareness in a data-driven and efficient way without costly market research.

On the one hand, we rely on detailed web analyses: We track precisely how many people visit our website, which channels they use and which topics they engage with. What’s particularly insightful for us is how often people search specifically for Afileon and which key questions are driving their interest.

We also use our social media channels as important indicators: The increasing number of followers, the high interaction rate with our content and the mentions of Afileon or our network in posts and comments are clear indications of growing visibility and interest in our brand.

This allows us to continuously track how our brand awareness is developing in a resource-saving way.

Another aim of the communication is to position Afileon as an attractive employer. What do you think makes Afileon particularly attractive to talented people?

As an employer, Afileon impresses with its modern, value-oriented corporate culture, strong digitalisation, individual development opportunities and flexible working models. Talented people appreciate the innovative environment, the open communication and the genuine opportunities to help shape the company. The high level of satisfaction is reflected in reviews on platforms such as Kununu, where Afileon receives extremely good feedback.

How do the communication measures support Afileon and the firms in recruiting?

We communicate the benefits of working together clearly and compellingly. We use our various communication channels to draw attention to vacancies and create visibility for the individual firms. At the same time, we convey the special Afileon spirit and thus strengthen the employer brand. In this way, potential applicants can experience in advance what Afileon stands for and what characterises us.

The Net Promoter Score (NPS) also plays a role in marketing. What insights do you expect to gain from the regular NPS survey?

Above all, I expect to gain valuable insights into customer loyalty and satisfaction. The NPS not only shows how likely it is that clients will recommend their consulting firm to others. It serves as an early warning system for impending churn and helps to recognise potential for improvement. Ultimately, the NPS is a simple but effective indicator for continuously integrating the customer perspective into strategic decisions.

What is your vision for the Afileon brand in the next three years?

I am convinced that Afileon will be one of the six leading tax consulting firms in Germany in three years' time. My vision is to make the Afileon brand as strong, trustworthy and well-known as Deloitte, KPMG or PwC.