The Challenge: Rebranding an IT company
When Erik Soto first came to us, his IT based company was struggling with one of the most common brand identity issues -- they had outgrown their original business model. Starting off in the 90's, their initial success was networking PC, hence the literal name PCNet. To complicate matters, their web address was pcnet-inc.com and there was another company using the address without the hyphen. The logo shortened the name to the acronym PCN, which had little to no meaning. And their business had evolved to include IT consulting, data encryption and cloud based services... nothing close to the antiquated and time dated sound of PCNet. They needed something more timeless and enduring, so they turned to Tungsten.
The Solution: Brand around your core competencies
Beneath and beyond any product or service offering you may have at the time, is a set of core attributes or timeless qualities you bring to the table in each and every client interaction. If you can build a brand around these qualities, they will endure the test of time. In the case of Erik and his team, they were always looking to secure their clients data, protect their business information and solidify their IT structure. These were their central drivers, their core capabilities and their reason for being.
Both "core" and "serve" are double entendres as well. "Cor" can stand for "corporation," "core processor," "hard core," etc. So the name really captured the "ish-ness" of the business.
"Serve" was at the heart of their mission purpose, to serve client needs. In addition, serve is also the base word for "servers" which are integral to their business model.
In the end, they chose Corserva, a coined/invented name with intuitive morphemes, or word parts, that conveyed the essence of their brand without confining them to a literal descriptive and generic identity.
Building solid brand names is what lights us up. For more information about creating your unique brand, contact us today.