Call On A Branding Firm For Help

In the case of Verdasys’ rebranding to Digital Guardian, an external branding firm hired by the company reached out to current and former customers, Stack said. “They did real research. They spoke to industry leaders, they spoke to the analyst community, they spoke to numerous people to pull together” both a quantitative and qualitative analysis of the market and how people were perceiving our company in the market, she added.

As much as someone might say, “‘Oh, I’m so smart, I can figure that out by myself,’ there are experts out there that do this stuff and do it very, very well,” Stack said.

And you should engage a branding firm early in the rebranding process, adds Carl Gersh of Forthright Technology Partners.

Engaging a branding agency is “worthwhile,” Gersh said. The agency Forthright called on helped trigger the name change, he added. “They had the tools that we needed to be able to look at and evaluate various brands.”

“It would be much harder to do internally unless you have a director of marketing (who has) that background,” Gersh noted.