The Legacy before Acclaim
Legacy Energy Solutions was an established premier provider of a full suite of energy management solutions powered by proprietary software, cutting-edge technology, superior expertise and service. The Houston firm was notified that its name infringed on an another company’s copyright filed more than 15 years earlier. The notification created an urgent need to create, register and launch a new name and brand execution within six months in multiple markets across the US.
While at ParkerHayden, Breakfast at 12′s Mark Hayden lead the team that conducted a full brand assessment involving Legacy’s employees and re-examining the company’s mission, vision and values. We also more clearly defined Legacy’s market opportunity and translated these findings into a new name, brand identity, customer relationship marketing, tracking performance and brand value measurements.
After extensive development and testing, we landed on the name, Acclaim Energy Advisors and developed the company’s brand positioning, promise and personality which clearly differentiated the brand from competitors. We also developed a new identity, website, brochures and other tools which would convert employees into brand ambassadors. See the work.
After launching the new brand, Acclaim’s website attracted more than 2,300 unique visitors within the first 120 days. As a result, the company added 15% more staff to its sales team to help process leads and increasing sales by 10% during the year of the new brand launch.