In Episode 346 of The Business Development Podcast, Kelly Kennedy sits down with Rudy A. Zacharias and Terry Elkins of About That... to explore one of the most misunderstood topics in business: branding. Drawing on decades of experience helping organizations navigate growth and transformation, Rudy and Terry explain why a brand is far more than a logo. It is the sum total of what people think, feel, and experience when they interact with your company. Together, they unpack the warning signs that your business may have outgrown its brand, the importance of aligning perception with reality, and why successful companies often reach a point where evolution becomes necessary. The conversation also provides a behind-the-scenes look at About That...'s own transformation from G Squared to its new identity. Rudy and Terry share the intentional process behind the rebrand, the challenges of balancing existing brand equity with future growth, and the critical role of employee buy-in, change management, and communication throughout the journey. Whether you're considering a full rebrand, a brand refresh, or simply want to better understand how your organization is perceived, this episode offers practical insights into building a brand that reflects who you are today and where you want to go tomorrow. Key Takeaways: A brand is not your logo. Your brand is the sum total of what people think, feel, and experience when they interact with your company.The biggest reason companies rebrand is misalignment. When who you are as a business no longer matches how you are perceived in the market, a rebrand may be necessary.Growth often creates branding challenges. As companies evolve, expand into new markets, add services, or change leadership, their original brand may no longer accurately represent them.Living things grow and living things evolve. Businesses that remain exactly the same year after year risk becoming stagnant and losing relevance.Rebranding should never start with design. Before changing logos, websites, or visual identity, organizations must first understand their values, purpose, positioning, and stakeholder perceptions.Internal alignment comes before external messaging. Employees must understand and believe in the brand before the marketplace ever sees it. Your team becomes your most important group of brand ambassadors.The truth about your brand is often found through listening. Leadership's perception of the company can be very different from what employees, customers, vendors, and partners actually experience.A rebrand is not always the answer. Sometimes a refresh, updated messaging, service clarification, culture improvements, or operational changes can solve the real issue without a complete overhaul.Successful rebrands require change management and communication. If stakeholders do not understand why a change is happening, they will create their own narratives and assumptions.Values must be lived, not displayed. Trust is built when customers and employees can clearly see an organization's values reflected in its actions, decisions, and relationships every day. Connect with Rudy A. Zacharias & Terry Elkins🌐 About That... Website: www.weareaboutthat.com 📧 Email hello@weareaboutthat.com 📞 Phone 780-465-0682 💼 Rudy A. Zacharias LinkedIn: www.linkedin.com/in/rudyazacharias/ 🎨 Terry Elkins LinkedIn: www.linkedin.com/in/terry-elkins-23234315/ About That... is an Edmonton-based branding, communications, and marketing agency helping organizations align their brand, strategy, and story to drive meaningful growth. This keeps it clean, professional, and consistent with your recent episode descriptions. 🎸 Sponsor Shoutouts: Thank You Colin Harms & Jamie Crozier for your steadfast support of The Business Development Podcast! 🫶 The Business Development Podcast is proudly supported by Hypervac Technologies, Hyperfab, Thunder Bay Hydraulics Inc, and Atlas Elite Lifts. 🎸⭐ 🔹 Hypervac Technologies: North America’s leader in vacuum truck manufacturing, building high performance hydrovac and industrial vacuum trucks designed for the toughest field conditions. www.hypervac.com 🔹 Hyperfab: The custom fabrication division of Hypervac, delivering engineered solutions and specialized builds tailored to demanding industrial applications. www.hyperfab.ca 🔹 Thunder Bay Hydraulics Inc: A trusted provider of hydraulic cylinder repair and manufacturing, supporting industries like mining, forestry, and construction with reliable, high quality service. www.thunderbayhydraulics.com 🔹 Atlas Elite Lifts: A premium supplier of automotive lift systems, focused on performance, safety, and long term reliability for shops and garages. www.atlaselitelifts.com Join The Catalyst Club Community If you are serious about growth, leadership, and surrounding yourself with high level thinkers, The Catalyst Club is where you need to be. Join us here: www.kellykennedyofficial.com/thecatalystclub Mentioned in this episode: Hypervac - Revolution Vacuums
