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 TakeawaysEstablishing 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.

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