HAAS & KONIJN®

How a small entrepreneur thought big.

 How can a 'small' entrepreneur become ‘big’? This was the question on Wilma de Haas’s mind when she started operating as a sole trader in 2006. Wilma wanted to stand out and create value with her business. Rather than becoming known for providing a mishmash of freelance tasks, Wilma wanted to develop her own identity and become a real brand.

Wilma de Haas

 The bird name of a brand

The company name is based on a Dutch children's book; ‘Er woont een konijn in mijn kop' ('There’s a rabbit living in my head'). Wilma liked the story so much that she decided to include the word 'konijn’ (rabbit) in her company name. Thus Haas & Konijn was born; an agency for personal and professional development. Later on, methodologies and a human image were also associated with Haas & Konijn.

How do you become a brand?

Wilma had been in business for more than five years when a major client requested her to obtain a certification mark. During the certification process of the certification mark, however, Wilma noticed that the certification agency was not living up to its own standards, causing the label to lose all value for her. This led Wilma to take an important decision: as she didn't want to display this certification, she resolved to become her own brand! The next question was, 'How do I become a brand?'

Googling 'How do I become a brand' led Wilma to the website of Knijff Trademark Attorneys, which she liked for its simplicity and accessibility. Knijff clearly explained the process to her and informed her that she could include all of her services and products, including methodologies, columns, articles, books, programs, and training courses, under just one brand. This would give her exclusive rights to all of these products and services and allow her to use the registration ® symbol on all related expressions. Under Knijff 's guidance, the Haas & Konijn® trademark was successfully registered in 2012, and Wilma recently renewed the registration for another 10 years. She never wants to lose it. Wilma has noticed that becoming a brand and establishing a clear brand profile has led to her being taken more seriously. It gives her business a professional appearance, adds value to her brand, and ensures that she stands out in the market, which is particularly valuable.

So you see... it is possible to operate as a brand, even if you are a small independent trader.

Not only does it add value, but it also makes you see your own business in a new light.

Logo Haas & Konijn