See How You Can Align The Current Brand With The New Brand

Being in the information technology business means dealing with change “on an almost daily basis,” said Gersh of Forthright Technology Partners.

That means solution providers must determine whether what they call themselves today matches their target markets.

“You need to reevaluate at certain intervals and say to yourself … Does this name accurately reflect who we are today? And is it the best articulation of who we are today?” he said.

In the end, Forthright reached for a unique name, but it brought with it what it saw as a hallmark of Synergy since its founding, Gersh said. So he urged the executive team to “dig deeper” by talking within and outside the firm to determine “what’s given us success over the past 23 years.”

“One concept that emerged pretty early on was candor,” he said, recalling these words from a client: “When we engage and talk with you guys, you do what you say you’re going to do;” and “You tell the truth even if it hurts.”