Founded in 2003, Legacy Energy Solutions had established itself as a premier provider of energy management solutions in multiple segments and markets. The company offered a full suite of energy management solutions driven by proprietary software, cutting-edge technology, superior expertise and service.
Late in 2008, the Houston-based firm learned that its name infringed on a copyright filed more than 15 years earlier by an energy management company in another state. Now, it needed to create, register and launch a new brand within six months in multiple markets across the US without damaging its reputation. The company also needed to familiarize current customers with the new name, attract prospective customers and leverage the attention surrounding a new brand launch, to open new segment opportunities and grow gross sales by 5% in 2009.
The BrandExtract Solution
BrandExtract (under the name ParkerHayden) conducted a full brand review and a reassessment of Legacy’s market opportunity. The intensive process included defining the new brand experience, developing the look and feel of the brand’s trademark, creating customer relationship marketing, tracking performance and measuring the value of the new brand. Legacy employees played an active role in each step as BrandExtract guided the process of examining the company’s mission, vision and values, which would define its brand attributes and imagery.
BrandExtract developed the company’s new name: Acclaim Energy Advisors along with its brand positioning statement, a brand promise and a brand personality. The new identity significantly distinguished Acclaim from traditional energy brokers and differentiated the company, its services and its positioning locally and nationally with prospective clients. Once defined, the company developed a new identity, website, brochures and other tools to help their employees become brand ambassadors. As a result, Acclaim’s website attracted 2,386 unique visitors in the first four months after the launch. The company increased its sales staff by 15% to help follow up on sales leads resulting in a 10% increase in sales in 2009. At the same time, Acclaim managed to retain 96% of its existing customers despite aggressive attacks from competitors. An employee survey conducted after the launch reflected higher scores for pride and confidence.