Summary
As companies grow and their reach expands, they need to constantly reevaluate their brand to ensure it still aligns to the company strategy and meets audience expectations. A firm’s messaging and identity must align with sophisticated product portfolios and customers seeking a deeper partnership. Paylocity rebranded and revised its corporate messaging only to see its new brand mission immediately become seriously tested during the coronavirus pandemic. Paylocity’s rebranding success illustrates how a candid, data-driven approach is central to successfully building new corporate messaging.
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