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