One HAHN – Brand Launch
All information on the new brand identity at a glance
Today we reveal the secret around One HAHN.
In the video, Philipp explains why a uniform brand identity is so important for us as a group. Watch to the end, as we reveal the new name for One HAHN.
“Grow Together,” “500/12,” and “One HAHN” – Find out what connects these three buzzwords and how they ultimately led to today’s unveiling of the new branding:
Dear HAHN Team,
In the past few months, you have heard “One HAHN” and “Grow Together” again and again. We have discussed a new brand identity and collected feedback. Before we reveal today what became of our colorful collection of ideas, we would like to clarify once again why we are doing all this and how it is ultimately connected to our “HAHN 500/12” strategy.
More than the sum of the individual companies
In recent years, our focus at the HAHN Group has been on acquiring expertise and know-how in various industries, broadening our range of services, and establishing an international presence.
We have been able to grow massively and rapidly, almost quintupling in size since 2014. Today, we are faced with the opportunity to create something big from these individual parts. We want to position ourselves in the market in a way that fully leverages the potential of our group as ONE international automation company with the ability to tailor our solutions to customer-centric and industry-specific needs.
We have expressed this challenge with the motto “Grow Together.” In the long term, we want to jointly achieve our goal of 500 million EUR output and 12% EBITDA margin*.
How will we achieve this? Many necessary changes are already in full swing and have become part of our daily operations. These include:
- Developing a uniform language, definitions, and standards for easy communication across sites.
- Exploring optimization and standardization of workflows and processes for smooth collaboration across industries and countries.
- Harmonizing and integrating systems for efficient order processing.
- Expanding the service network for rapid resolution of customer inquiries.
- Establishing a matrix organization to better support the operational business of individual sites.
With these changes, we are uniting the group of individual companies step-by-step into a strong global automation company. In doing so, we do not let cyber attacks stop us and have rather found that cross-company cooperation reinforces the stability of the group.
In 2022, One HAHN was chosen as the working title for this initiative. It was a placeholder that we want to replace today: One HAHN will become the HAHN Automation Group.
*”Return on sales” or earnings before interest, taxes, depreciation of property, plant and equipment and amortization of intangible assets.
Transparency internally and externally
Why do we unite the group companies under one name? And what does the HAHN Automation Group stand for?
From a customer survey conducted in 2022, we know that customers associate many added values or competitive advantages with us as a group of companies. Here is how the components come together:
HAHN Group stands for:
- Financial stability and the possibility to tackle even large projects together.
- A large portfolio of best practices and solutions tailored to the unique needs of the customer.
- Realization of projects all over the world with locations in the most important economic regions and time zones.
The individual companies stand for:
- Innovative and efficient solutions based on the latest technological standards and scientific findings.
- Trust and security through many years of cooperation in a spirit of partnership.
- Comprehensive know-how and high training standards (with the HAHN Academy as a uniform training and education platform).
These added values distinguish us as a group as well as individual companies, and their combination is exactly what we want to stand for in the market to differentiate ourselves from our competitors.
However, instead of a uniform group branding, the external perception is still dominated by individual brands, which often stand for very specific industries, technologies, and/or regions. We keep a colorful bouquet of names, logos, colors and images.
A uniform brand visibly brings together and demonstrates the strength and size of the group both internally and externally. It puts the identification with the group in the foreground without questioning the local affiliation—making our strategy and our common values tangible. As the HAHN Automation Group, we would like to appear internally as well as externally as ONE globally positioned automation company under ONE strong brand. We stand for industry-specific know-how, a bundled project portfolio, and a global organization with a focus on service all from one source. We want customers to find all relevant technologies from various industries with which their production can be automated and made more efficient.
We reach this goal together
We can only realize all of this together. The key to the success of the HAHN Automation Group is you, the dedicated team of great ideas. We want to strengthen the team spirit of our group beyond the individual sites. We stand for common values. They bind us together and form the basis of our daily cooperation.
We know that many of the change processes have a direct impact on your daily work. Personal comfort zones and cherished routines will have to be abandoned in some cases. We are also aware that with the harmonization of processes and systems as well as the standardization of working methods, we still have a tough job ahead of us.
So we want to say a big THANK YOU for what we have accomplished so far!
In the current economic situation but also for the decades to come, we are sure that with a strong HAHN Automation Group, we can offer existing and future employees a professional opportunity based on attractive global benefits in addition to cross-industry and cross-national cooperation.
We look forward to continuing our journey with you and are firmly convinced that together we will overcome all obstacles.
Philipp, Frank, Diego, and Jörg
