Refining, clarifying and anchoring Axkid's vision and values
Case in brief:
CHALLENGE: Clarify, refine and anchor the company's values as a strategic enabler – and part of the business plan – for the next strategic horizon 2025.
SOLUTION: Clarify the desired position in the market with inspiring vision and core values which, together with other parts of the business plan, constitute a stable platform and a starting point for the future.
RESULT: The Axkid Way – a document that summarizes and clarifies the values and vision for the future, as well as a plan for implementation in several dimensions. The Axkid Way embraces the brand, communication, "employeeship" and leadership for the future.


“A well-defined and well-established corporate culture – how we do things together – makes us more efficient and fast-paced, and strengthens our quality at all levels. This is a prerequisite for rapid expansion and growth.”
The challenge
Expressos leverans
In order to harmonize the experience of Axkid's brand, and ensure its quality, in all channels and among all managers and employees, management initiated a People and Culture Process in 2021 together with Expresso. The work included defining the current situation, a competitor and GAP analysis, and workshops with company management and key people. This resulted in a document The Axkid Way, as well as an implementation plan for the coming years.
By developing a common platform with positioning, vision, mission, brand promise, "reason to believe" and core values, Axkid could fulfill its vision to be "the global thought leader in safety products for children on the move".
Expresso's work with Axkid led to the formulation of this vision and clear core values: knowledge, innovation and dedication. The Axkid Way – including the People and Culture Process – together with two other strategic enablers, digitalisation and sustainability, will enable Axkid to achieve its vision.
The Axkid Way has since been clearly linked to the company's four strategic initiatives:
- Expand the product portfolio to new areas
- Ensure an assortment based on previous assets
- Make sustainability part of the product concept
- Identify and secure key competencies

Background
Axkid delivers safety for children on the move, historically through rear-facing car seats but now with an expanding product portfolio. The company was founded in 2009 and today spans the entire process from R&D, design, and manufacturing in its own factories.In recent years, Axkid has grown strongly and profitably. As the company worked through its business plan, management also identified a need to revitalize the value base – this became the People and Culture Process to further strengthen the brand and its competitiveness.

About Axkid
Established: 2009
Sales 2021: SEK 120 million
HQ: Gothenburg, Sweden
Business: Child safety in and on vehicles.
Geographical distribution: Global
Owners: Listed on the Spotlight stock exchange; main owner is SEB

Implementation
The project was largely carried out digitally, which included meetings and
workshops with the management team and key people. The delivery was made
by Team Expresso:
Do you need help refining, clarifying and anchoring your company's vision and values among your employees?
To achieve the desired position in the market, it is just as crucial to form a target image for the desired corporate culture as for the business.