What does it take to turn seven separate acquisitions into one unified, AI-powered brand? And what's the real ROI of a rebrand when the stakes are this high? If you've ever wondered whether your brand is holding your company back or what it truly takes to lead a transformation that sticks, you’ll love what our recent podcast guest had to say about brand clarity. 

Meet Sue Holub, Chief Growth Officer, SaaS Growth & GTM Expert

Our guest, Sue Holub, is a trailblazing growth strategist and brand architect whose leadership helped transform OnSolve into the engine behind every Amber Alert, paving the way for a successful exit. 

But Sue is more than a marketing executive. With a background spanning other major players like BellSouth and Lexmark International, among others, Sue has built a career reimagining how businesses operate, communicate, and grow. 

Whether you're sitting in the C-suite or leading the transformation from behind the scenes, and find yourself asking the hardest (and most valuable) question: Who are we, really?, Sue's change playbook is rocket fuel for any business ready to scale with clarity and purpose. 

Listen to the full story on Spotify: 
Sue Holub on Rethink Change

Redefining Identity Starts with Rewriting the Playbook

As AI continues to reshape how we work, lead, and connect with customers, the companies that rise above won’t be the ones shouting the loudest; they’ll be the ones speaking the clearest. 

Brand clarity is no longer a nice-to-have bonus; it’s a must-have for your company’s operating system. Why? Because it’s the foundation on which everything else is built. 

It’s the playbook your team turns to when making decisions, launching campaigns, or navigating change. Because if you don’t define who you are, the market will do it for you, and chances are, they’ll get it wrong.

It’s important to note that redefining your company’s identity isn’t just a fun marketing initiative to put you on the map. It’s a leadership decision that keeps you there when the new aesthetic wears off.

Because when all else fails, your brand clarity answers the questions: 

• Are we aligned in purpose?
• Do we know how to measure what matters?
• Can we communicate who we are without saying a word?

Sue Holub reminds us that these new visuals should amplify our foundational, internal work. Business owners need to dig deeper if they want to stand out from the crowd and stay at the forefront for years to come. That work involves creating shared language, aligning internal priorities, and letting data guide our decision-making, not ego. 

Because at the end of the day, brand clarity isn’t just about how the market sees you, it’s about how confidently your team shows up, how seamlessly your strategy executes, and how consistently your company delivers on its promise. It’s the foundation that will help you grow your company and take the lead in your industry. 

Beyond Logos and Visuals: Creating a Rebrand That Drives Long-Term Growth 

It’s tempting to think of a rebrand as a cosmetic refresh, complete with a new color scheme, a sharper logo, and maybe a catchy tagline. But Sue warns that’s not where the transformation begins. A rebrand isn’t a checklist item or a “branding sprint” to make your company look better on the outside.

In fact, focusing solely on surface-level updates can lead to a false sense of progress. A website refresh or new tagline can make you feel accomplished in the meantime, but these things don’t actually move the needle for your business. Like adding tasks to a to-do list just to check them off, these efforts feel productive but often distract from the deeper work that drives growth.

According to Sue, a meaningful rebrand begins from within, aligning your culture, business objectives, and customer experience into a single powerful narrative. When OnSolve rebranded, the focus wasn’t on re-creating new visuals; it was about building a unified identity that scaled across teams, markets, and technology.

A successful rebrand provides your organization with a clear direction and purpose. It fuels sales enablement, deepens trust with customers, and turns your boldest business goals into aligned, measurable action. It’s not about just changing how you show up; it’s about changing why you show up and ensuring everyone on your team knows the answer. 

You know your messaging can be clearly understood by those outside of your organization when everyone on your team can answer the questions: who you are, what you do, and how you help your clients.

However, when your staff and team members are scrambling and can’t articulate exactly what it is you do and why it matters, that’s when you know you need to do some internal work.