How to Pull Off a Company Rebrand in the IT Industry
Few industries change as rapidly as the tech industry. With ever-evolving telecommunications and tech innovations pushing change, tech companies must be prepped to turn on a dime and meet the demands of their customers wanting the stay on the leading edge. So how does an IT company brand itself to be relevant now, and…
This story was produced through MarketScale. See how Software & Technology teams put it to work with Executive Thought Leadership.
Key takeaways
Few industries change as rapidly as the tech industry.
With ever-evolving telecommunications and tech innovations pushing change, tech companies must be prepped to turn on a dime and meet the demands of their customers wanting the stay on the leading edge.
So how does an IT company brand itself to be relevant now, and…
Get featured
Want to get featured in MarketScale Software & Technology?
Create a free MarketScale workspace and get your company's expertise featured across our Software & Technology coverage. No credit card, no demo required.
Few industries change as rapidly as the tech industry. With ever-evolving telecommunications and tech innovations pushing change, tech companies must be prepped to turn on a dime and meet the demands of their customers wanting the stay on the leading edge. So how does an IT company brand itself to be relevant now, and well into the future where the tech landscape may look different? We answer this question today talking with Amber Lawhun, VP of Marketing & Partner Programs for Pinnacle Business Systems.
When Pinnacle began 30 years ago, it was an IBM-only solution for companies. But at the time, this is what businesses needed. Over the course of three decades and the rapid evolution of tech, businesses have grown new demands. Now, clients come to Pinnacle looking for a full-scale solution to their IT needs: Security, speed, and a comprehensive solution centered around their business outcomes. Pinnacle has stayed relevant by listening to its customers’ needs and catering its services to meet those new demands.
As Pinnacle rounded its 30 year anniversary, it needed a facelift to reflect the new services it provided, and a tag line that highlighted their core principle and the key to their evergreen success–“Attention you deserve.” This tag line embodies the company’s main feature–a keen ear for listening to its client’s needs. Over the years, Pinnacle has remained agile to the needs of its customer base and has put proven solutions in front of them based on their needs.
Amber attributes the key to their success to their ability to listen, as well as staying authentic and true to its client base. “Customers are looking for trust,” she said, and prefer “substance over flash.” As a successful, long-standing IT company, Amber’s advice to other IT companies navigating a rapidly changing marketplace is simply this: “Bring value and listen to the customer’s needs.”
For the latest news, videos, and podcasts in the Software & Electronics Industry, be sure to subscribe to our industry publication.
Follow us on social media for the latest updates in B2B!
Twitter – @TechMKSL
Facebook – facebook.com/marketscale
LinkedIn – linkedin.com/company/marketscale
Your experts belong here
Every story in MarketScale Software & Technology starts with a company putting its solutions engineers, product teams, and customer engineers on the record. Buyers are already reading this topic. The only question is whose experts they find.
Buyers ask AI engines who to consider, and published expert answers are what those engines cite.
About the author
Daniel Litwin is a journalist of multiple disciplines focused on finding and telling engaging stories for B2B communities. He has interviewed executives from Fortune 500 companies including Honeywell, Microsoft, John Deere, and Chipotle, and leads editorial direction at MarketScale. Litwin hosts weekly shows and podcasts while helping develop new content approaches across the MarketScale platform. He holds a B.J. in Radio/Television Reporting/Anchoring and a B.A. in Spanish from the University of Missouri-Columbia.
