Menu
September reveal for revamped Computer Brokers identity

September reveal for revamped Computer Brokers identity

Computer Brokers will unveil its new name and branding next month.

The company is changing the name as it believes that after 21 years, Computer Brokers no longer accurately reflects the business and has even become a roadblock to securing larger contracts.

The company will reveal its new identity to a staff-only conference on Waiheke Island at the start of September, which will be followed by an external launch.

The change is long overdue as the current name does not represent the services capability the company has added over the past three to four years, says general manager Noel Simpson.

“We’ve known for many years that the Computer Brokers name, particularly the Brokers component, did not truly reflect the business we were or the value that we offered. It has been a problem for some time.”

The Brokers part of the name creates the perception of a company that brokers in cheap or second-hand products and has been holding the company back, particularly with larger customers, says Simpson. “As we start to solution more and more [the name] continues to be a roadblock for sign-off within our larger customers. You are no longer dealing with the IT manager or even the CFO – it is now going up to the board and they are going: ‘Computer Brokers is selling you a $300,000 solution? Why are you dealing with a broker of product’?”

Even some customers have been actively lobbying for the name change, says Simpson. “Even though from their perspective we provide an excellent service, when they go to put approvals through their business, the name does not really represent the type of work we are doing.”

Computer Brokers has engaged the services of branding consulting house Brando to manage the name change. “We’ve been using their framework to analyse who we are, who we want to become and how that relates to the brand.”

As part of the process, Computer Brokers has also surveyed a number of customers to gauge perceptions of the company and to learn what it is doing well and where it can improve, says Simpson. “They gave us some very interesting and constructive feedback. The majority were very happy with the service we provide, but [said] there were some things holding us back and certainly the branding was one.”

Customers also perceived the company, which now has 70 staff, to be smaller than it in fact is, says Simpson. “They didn’t really understand how much we have grown over the past few years and that we were a lot bigger than the name represented.”

Meanwhile, the company also plans to take on two independent directors in the coming 12 months to complement its current management team as the business matures, says Simpson. “We need to look carefully at what we are strong at and what we need, and will pick people who bring the right characteristics to the business that allow us to continue to grow.”


Follow Us

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.

Tags computer brokers

Featured

Slideshows

The making of an MSSP: a blueprint for growth in NZ

The making of an MSSP: a blueprint for growth in NZ

Partners are actively building out security practices and services to match, yet remain challenged by a lack of guidance in the market. This exclusive Reseller News Roundtable - in association with Sophos - assessed the making of an MSSP, outlining the blueprint for growth and how partners can differentiate in New Zealand.

The making of an MSSP: a blueprint for growth in NZ
Reseller News Platinum Club celebrates leading partners in 2018

Reseller News Platinum Club celebrates leading partners in 2018

The leading players of the New Zealand channel came together to celebrate a year of achievement at the inaugural Reseller News Platinum Club lunch in Auckland. Following the Reseller News Innovation Awards, Platinum Club provides a platform to showcase the top performing partners and start-ups of the past 12 months, with more than ​​50 organisations in the spotlight.​​​

Reseller News Platinum Club celebrates leading partners in 2018
Meet the top performing HP partners in NZ

Meet the top performing HP partners in NZ

HP has honoured its leading partners in New Zealand during 2018, following 12 months of growth through the local channel. Unveiled during the fourth running of the ceremony in Auckland, the awards recognise and celebrate excellence, growth, consistency and engagement of standout Kiwi partners.

Meet the top performing HP partners in NZ
Show Comments