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Branding a big merger in the social security sector

Under the umbrella of Acerta

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<p id="lipsumcom_left_siderail_2" style="text-align: left;" align="center" data-freestar-ad="__300x600 __400x225">When the Farmer&#8217;s Union and the Alliance of Christian Employers and Executives merged, they needed a new brand identity to represent their joint mission in providing social services across Brussels and Flanders. The challenge was to create a brand that distilled the long histories and values of both organisations into a unified, future-proof identity that would resonate with both clients and employees.</p>
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The challenge

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<p>We carried out an extensive rebranding process, carefully evaluating the brand equities of both merging entities. The result was Acerta—a strong, B2B monobrand that conveyed trust, certainty, and collaboration. By focusing on shared core values, we built a cohesive brand identity designed to support Acerta&#8217;s role as a leader in the social security sector.</p>
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Our solution

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<ul>
<li>Brand strategy and positioning</li>
<li>Stakeholder management</li>
<li>Qualitative research</li>
<li>Brand naming</li>
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Services

<p>Branding mergers is always a complex process, especially when it involves bringing together two distinct entities with their own histories, stories, and cultures. For Acerta, we needed to ensure that the new brand would honour the legacy of both founding organisations while positioning itself as a future-forward leader. We applied qualitative research methods, engaging stakeholders to assess which elements of the previous brands held the most value. These insights informed our decisions in creating a new brand that preserved what mattered most to both organisations.</p>
<p>We identified four core values to form the foundation of Acerta&#8217;s brand identity:</p>
<ol>
<li>Client-Driven Performance: Providing solutions by deeply understanding client needs.</li>
<li>Pride: Demonstrating pride in the services offered, continually seeking new opportunities.</li>
<li>Courage: Embracing bold choices to support entrepreneurial clients.</li>
<li>Strong Together: Uniting as one team to create value, fostering collaboration.</li>
</ol>


Balancing Histories: Crafting a Unified Brand Identity

<p>After several brainstorming sessions, we proposed the name &#8220;Acerta&#8221;. Derived from the Latin word &#8220;certus&#8221;, which means safety and reliability, Acerta evokes feelings of trust and support—qualities that are critical in the social security sector. The name is short, powerful, and easily understood across multiple languages, making it ideal for a leader in the Belgian market.</p>


A name built on trust and certainty

<h3>Result</h3>
<p>The creation of Acerta successfully unified two distinct organisations under a single, powerful brand. Acerta is now recognised as a leading social secretariat across Brussels and Flanders, with a brand identity that communicates certainty, trust, and future-oriented services. The rebranding has not only improved market presence but also strengthened internal cohesion among employees, setting Acerta up for continued success in the social services landscape.</p>
<h3>Need Support with a M&amp;A Rebrand?</h3>
<p>Reach out to us for expert advice on how to merge brands seamlessly while preserving the best of each identity.</p>
