The Process Behind Rebranding
Digital Advertising 09.22.2022

The Process Behind Rebranding

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In this episode, Bryan Urioste discusses rebuilding a brand and the intricacies that go into that process, beyond coming up with a new color palette or logo. He shares the process behind rebranding and offers his perspective on what is most important when starting – including his definition of rebranding vs. refresh.

About the Guest

With more than 20 years in the technology industry, Bryan Urioste has focused his career on identifying markets, defining product requirements, and building revenue acquisition strategies for long-term growth. Currently serving as Chief Marketing Officer of Alert Logic, Bryan is responsible for all aspects of marketing globally, leading demand creation and driving programs to deepen customer engagement, strengthen the company’s partner ecosystem and communicate Alert Logic’s value. Before joining Alert Logic, Bryan held marketing leadership roles at Planview, SolarWinds, Rackspace, and Dell Technologies. Bryan holds an MBA from the Fuqua School of Business at Duke University, and a BSBA in Management from Bucknell University.

Connect with Bryan Urioste

Key Takeaways 

  • The first step in rebuilding the brand is not by revamping a logo, but it’s done through words.
  • Consistency is key while doing rebranding.
  • The first deliverable is the brand story and needs to get across who you are, who you want to relate to, and why you’re different.


“Creative folks are some of the most strategic thinkers that I work with.”

Highlights from the Episode 

What does it mean to rebuild and brand? What is the process behind it?

Before we jump into rebuilding a brand, we like to step back and view it as a whole to find out what the problem we are trying to solve is. If it consists of simple cleaning up and sharpening corners.

What is the difference between Refresh and Rebranding? How do you communicate that with the board?

It all starts with a business problem and/or objective. It often includes the question of how we can hit the market and address our key buyers. In refreshing, you are not questioning the company as a whole, so as a result, it is more an execution exercise rather than a strategic one. Rebranding is a purely strategic project. The overall objective is to grow and stay relevant to our key audience.

How much does one need to devote to this initiative?

Time length depends on how detailed you want to get with the branding. Though it is possible to get it done fast in a compressed cycle, it is always suggested to allow the necessary time needed to finish the project. That being said, you can do it in about 3 months.

Any resource recommendations for our listeners?

The book Hacking Marketing: Agile Practices to Make Marketing Smarter, Faster, and More Innovative by Scott Brinker, By Scott Brinker


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