As a candidate who invited voters to call him any time, Rob Ford had Toronto’s number.

Now, as mayor, he is the city’s number.

Starting Nov. 7, 2003 — just before the election of Ford predecessor David Miller — citizens trying to reach the mayor’s office had been steered to 416-397-CITY (2489).

But Ford, who rang up a big win in October’s election pledging fiscal prudence and great customer service, has changed the main line for the mayor’s office to 416-397-FORD (3673).

The change in tone happened last month “at the request of the mayor,” said a city spokesman, although the old number still works.

It’s an extension of the potent Ford brand, as his office rephrases and reshapes the city government, including downsizing and Ford-ifying the blurb describing Toronto at the end of city press releases.

Of course, one phone number can generate many words. The Star ran the Miller number through an online generator and, in addition to CITY, got EX, IVY and GUY.

The new number generates more than FORD, including EXPENSE, DOSE, FORE and, um, DOPE.