Case Study: Halfords captures its brand culture with 10 Associates

Halfords defines brand culture in a 4-year strategy with 10 Associates

Halfords, a leading British brand, faced a challenge in defining its brand culture and integrating its core business with a recently acquired Autocentres division. They lacked a clear brand essence and a distinctive set of values for their employees to embrace. To address this, Halfords engaged the vendor 10 Associates to help define what their brand and people stood for.

10 Associates implemented a solution focused on building the brand from the inside out. They conducted a full immersion exercise, including employee interviews, a dedicated microsite called 'Who's Hal' for broader engagement, and a series of workshops. This process successfully defined a clear brand essence and a unique set of values true to the Halfords people. While part of a longer-term strategy, the initial rollout resulted in a rejuvenated response from employees, with the People Director noting the clarity would bring significant benefits to the business.

Halfords