As you can see, the latter result communicates value, whereas the first result does not say much. Which would you click?
You may be thinking, but this is a search on the brand name ACME. And what difference does it make if no one knows your brand? Well, eventually people will get to know your brand (maybe through other channels) and they will search for your brand name. And when they do, the search results should communicate your value proposition.
In order to achieve this, your brand name should be associated with the popular keywords people use to search for the products and services you offer. The sooner this is done the better, as ranking on organic search results will, and can take time.
This starts with creating quality persuasive content that includes the popular keywords used by searchers to find the products and services that you offer. In the long term, this, along with other initiatives, will help you rank better on the organic search engine results.