Acora One name and branding
Project snapshot
Client
Acora One / Computer Service Centre
Agency
The Click
Media
Brand name and supporting story
Key aim
Rebrand a newly acquired subsidiary to give it a distinct identity within its parent group
Project details
When Acora acquired Computer Service Centre, they wanted to rebrand it to form a new SME division.
Working with agency The Click, I proposed five possible names, from which Acora One was chosen.
I then wrote a story to support the new brand, explaining the rationale behind the renaming, the values of the brand and the essence of the customer value proposition.
Although initially intended for internal use only, elements of the story were later rolled out across Acora One’s new website.
Sample text
Why this rebrand?
We are the SME branch of the Acora family.
We need a new brand that expresses our identity within the group.
What our new brand has to do.
Our new brand should show how we’re different, but also everything we share.
Although we’re rebranding, clients will stay with the same local contacts and receive the same great service – plus new benefits from being part of Acora.
We need a brand that says who we are, why new clients should choose us and why our existing clients should stay.
Our new name.
Our new name will be Acora One.
The name will be allied with a simple descriptive tagline like ‘IT Support for SMEs’ – equivalent to ‘Led by Experience’ for the main Acora brand.
Why this name?
Acora One is clear, simple and strong.
It embodies confidence and trust.
It’s easy to say, easy to write and easy to remember.
And it expresses important truths about what we do.
The one and only.
Although we’re rebranding, we’re still the same team, and we all share one mission.
We offer top-quality IT support and services to small and medium-sized businesses, many in professional sectors.
Whenever SMEs need help with IT, we want to be the one they call.
All in one.
SMEs buying IT support are looking for a one-stop shop.
Acora One gives them everything they need under one roof. One firm, one partner, one number to call.
No buck-passing, blame-shifting or finger-pointing.
That’s the Acora One promise.
We act as one.
We were formed from the teams of Computer Service Centre, Westgate and M9.
In future, other firms will join too, allowing us to expand across the country.
We may have many pasts, but we have just one future.
We’ve come together to form one family, and now we’re moving forward as one.
The one they want.
Our clients need someone to take away the problem of IT and keep their operations running every day.
They want responsive, friendly service and a strong relationship of trust.
We focus on the one thing our clients want, and make sure we deliver it.
One to one.
We’re perfectly suited to the market we serve. We deliver exactly what SMEs need, no more and no less.
We’re small enough to know our clients well, but not so small that we end up letting them down.
We’re large enough to have rock-solid infrastructure, processes and finances, but not so big that SMEs can’t afford us.
One step ahead.
Our streamlined contract takes the hassle out of setting up and managing services.
Simple service levels make it easy for clients to choose the services they need.
We communicate openly and keep clients in the loop with what’s happening. Our processes are transparent, and we share performance data freely.
One thing leads to another.
We can help everyone from a fast-growing tech startup to a well-established law firm with a stable customer base.
Whatever our clients want to achieve, and however quickly they grow, we’re there to support them.
Clients can start with Acora One, then ‘graduate’ to the main Acora offering when the time is right.
One of a kind.
Our membership of Acora marks us out from competitors.
Our clients can tap into the strength, expertise and financial stability of our parent group.
As part of Acora, we can offer proven expertise in areas like security and application development, offering enterprise-grade solutions to SMEs.
Our clients get the same responsive service they’ve always enjoyed, plus a whole new dimension of expertise to support their development and growth.
