Melissa Geertz is the Director of Marketing at Gray Solutions and over her year and a half tenure at the company has overseen a complete rebrand of the system integrator. I had her on the podcast to discuss the scale of the rebranding project, including how to get executive and cross-company buy-in, what steps to take during the rebrand, and how to measure qualitative and quantitative ROI of a rebrand. 

We talk about the importance of authenticity to stand out in a crowded market and Melissa shares insights on how Gray Solutions used the culture of the company to guide the branding process. 

Key Takeaways

• Establishing a unique brand identity is key to stand out in a crowded market.
• A rebranding project can have a significant impact on growth if done authentically and with a unique point of view.
• A unique rebrand can add to company culture and recruitment initiatives.
• Measuring the ROI of a rebrand should focus on growth metrics, such as inbound traffic, conversions, and brand recognition.
• Look at competitors to understand the space they are owning, but find your own unique brand identity and stay away from copying others.
• Gain inspiration from outside industries to bring fresh ideas and perspectives to your rebranding project.