%b ADE Consultants b% : Attracting top talent & ambitious entrepreneurs with a bold rebrand

ADE Consultants is more than just an accountancy firm; they are a strategic partner for ambitious SMEs. Led by Ellen Loots, the Antwerp-based company takes a proactive approach to financial guidance, helping their clients grow with confidence. With a team of experienced professionals (and an enthusiastic office dog), they go beyond the numbers to provide strategic advice that truly makes a difference. But as they set their sights on growth, they faced key challenges that threatened their ability to scale. That’s where we came in.

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THE CHALLENGE

Finding the right people and the right clients

In the past couple of years, ADE Consultants has built a strong reputation for helping SME’s manage their finances. When they moved to a new office in 2024, they also felt ready for a new brand that matches their ambition. That brand had to tackle a couple of challenges:

• Difficulties to find top talent – Like many accountancy firms, ADE struggled to attract skilled accountants. The competition is fierce, and it’s hard to stand out in the crowd. 
• Attracting ambitious SMEs – ADE already worked with many ambitious entrepreneurs but they wanted their brand to radiate their entrepreneurial vibe.
• Showing digital leadership — As one of the country’s most digital accountancy firms, the new brand and website had to encompass both digital innovation and human connection.
• Launching a new business meeting concept – Ellen had a fresh idea for business-focused meetings but she needed market research to validate the idea and come up with a concept that her clients would love.

ADE risked stagnation in a market where it’s near impossible to attract the right talent. We’ve successfully cracked this puzzle before, for companies such as Happy Humans, so Ellen didn’t think twice about hiring us.

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THE SOLUTION

Branding that starts with a website and ends with custom stationary

ADE Consultants turned to Valued to sharpen their positioning, attract the right employees and clients, and create a brand that reflected their ambitions. Our approach:

• Market Research & Customer Interviews – We dove deep into ADE’s industry, speaking with dozens of SME business owners to uncover what truly mattered to them. We learned what matters to them in terms of accounting but also why they preferred ADE as a partner.
• Branding Sessions – Together with Ellen and her team, we crafted a bold  brand that balanced expertise with approachability, ensuring ADE stood out in a competitive field.
• Research-Based Copy & Messaging – We distilled ADE’s strengths into clear, compelling and slightly witty messaging that spoke directly to ambitious SMEs and potential hires.
• A Modern, Impactful Website – We designed a sleek, professional site that not only explained ADE’s value proposition but also functioned as a recruitment tool.
• Social media posts — We wrote a series of LinkedIn posts that highlights ADE’s expertise and promotes the brand-new website.
• Cases & Whitepapers – We created content to showcase ADE’s expertise, reinforcing their credibility and authority in the SME space.
• Branded Office Assets – From stylish notebooks to custom-designed mouse pads and office stationery, we turned ADE’s new office into a fully branded workspace.

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THE RESULTS

A brand that attracts the right people

The transformation was immediate:

• A more attractive employer – ADE’s fresh brand now appeals to top talent, making recruitment easier and more effective.
• Stronger positioning for SMEs – Their messaging clearly communicates their value to growing businesses, leading to more qualified leads and better-fit clients.
• Enhanced credibility – With a sleek website, strategic content, and a consistent brand image, ADE now looks as professional as they are.
• Office culture boost – Even internally, the rebrand created a sense of pride. Employees loved the modernized look, and yes, even the office dog got a custom-branded collar (okay, maybe not, but it wouldn’t be a bad idea!).

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“Zo verdomd trots op deze nieuwe fase dat voor hashtag#teamADE is aangebroken want het is zoveel meer dan een nieuw logo en een nieuwe website 📸💻
Dit is waar we voor staan ✌️
Dit is hoe we ons als team willen etaleren 🙌
Dit is hoe we onze klanten willen begeleiden, in goede en kwade dagen 🫶”

Ellen Loots

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Conclusion

By partnering with Valued, ADE Consultants turned their branding from ‘just another accountancy firm’ into a powerhouse that attracts top talent and ambitious SMEs alike. With a clear message, modern website, and cohesive brand identity, they are now positioned for the next phase of growth.

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