Wendy Covey
Learn how Gray Solutions became a fast-growing system integrator by executing a complete rebrand that's authentic and reflects their unique culture.
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 the qualitative and quantitative ROI of a rebrand.
We also talk about the importance of authenticity to stand out in a crowded market. Melissa shares insights on how Gray Solutions used their company culture to guide the branding process.
Key Takeaways
- Establishing a unique brand identity is key to standing 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're 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.
Resources
Wendy Covey
Wendy Covey is a CEO, a technical marketing leader, author of Content Marketing, Engineered, one of The Wall Street Journal’s 10 Most Innovative Entrepreneurs in America, and she holds a Texas fishing record. She resides in a small Hill Country town southwest of Austin, Texas, where she enjoys outdoor adventures with her family.
About TREW Marketing
TREW Marketing is a strategy-first content marketing agency serving B2B companies that target highly technical buyers. With deep experience in the design, embedded, measurement and automation, and software industries, TREW Marketing provides branding, marketing strategy, content development, and digital marketing services to help customers efficiently and effectively achieve business goals.