How a 10-year professional services firm is redefining its brand with the voices of customers, partners, and a team of technology experts leading the way
Professional services brands, especially in IT, have often been perceived as faceless entities made up of consultants and sales teams trying to close the month or quarter. This has created a sea of brands that, deep down, hide their true value: the experts who make the work happen.
Too often, brand work in this space is reduced to statements about who we are, what we do, and a selection of colors that match what’s trending. But in a crowded landscape, buyers aren’t looking for aesthetics. They’re looking for confidence. They want to trust the people behind the brand.
A brand that is close to the people it serves
After nearly a decade as a global leader in cloud ERP services—growing through acquisitions in Brazil and Colombia and building a team of more than 300 consultants—Bring IT, based in North Carolina, was ready for a new story. One that went beyond traditional and boring sales pitches and connects with what really matters: people’s ambitions, their vision, and the goals to drive digital transformation.
In partnership with Forrest Co., a human centered brand and marketing team for B2B tech and consulting firms, the marketing team at Bring IT came together with high performing consultants, technical leaders, ERP experts, and industry experts to define a story that reflected the brand’s value beyond visual identity.
This was no easy feat for a marketing team distributed across regions and simultaneously focused on partnering with the sales team to support the firm’s growth.
Aldo Añoveros, B2B creative director who created the original Bring IT brand, shares why this isn’t just a rebrand and why it’s a new focus and positioning in an increasingly competitive market.
Q: What was the process of creating Bring IT’s new brand story?
A: After almost 10 years in the Oracle NetSuite ecosystem, we needed a better way to clearly communicate our value to a fast-changing market. Our team has always been strong in creative and branding, we’ve historically defined everything internally, from concept to promise to voice.
But we realized that, like many other professional services brands, our story wasn’t fully resonating with the people we wanted to reach. That’s something we see all the time in this space. The brand promise often gets lost in technical language or drowned out by other technology brand names.
So we sat down with the team at Forrest and spent around 7 to 10 weeks talking to real customers, partners, and of course, our own team—the people who are out in the field every day. We asked: Why do you choose to work with Bring IT for your ERP implementation or to integrate complex technologies?
What we heard was obvious, but also eye opening. People choose us because of the expertise of our people. Not because of a fancy pitch deck, but because of the confidence they feel when they speak to someone who truly gets it.
In these interviews we spoke to finance leaders who are juggling busy roles and just want someone who understands their challenges because they’ve been there. We talked to partners who care not only about technical knowledge but about real industry experience and quality standards.
In the end, the feedback was clear—and it showed us exactly where the brand story needed to go.
We now speak about people-powered transformation, because it says everything about who we are and what our customers and partners value most: our people.
Q: Why build a brand story instead of just doing a refresh?
A: In this industry, things move fast. We’re always evolving how our brand shows up, whether at an event or in a one on one conversation. Consistency is key for us.
What we went through wasn’t just a visual “refresh.” It is a repositioning. A deep look into how we talk about value and how we differentiate ourselves in this ecosystem. In partnership with Forrest, we invested time in identifying what makes our team truly unique, and why people choose to work with us.
It led to something deeper than a look and feel. It became about connection. How we communicate what we do, how we show who we are, and how we build trust. This new story positions the Bring IT brand clearly in the global landscape of cloud ERP, industry solutions, and integration services.
Q: How does this brand work translate into value for customers, partners, and your team?
A: In a few words—it reflects everything we are. Now, our new brand story, visual identity, and positioning are shaped by real feedback by the actual words and ideas of the people we work with. That’s why we now speak about people-powered transformation, because it says everything about who we are and what our customers and partners value most: our people.
Our new positioning focuses on the human side of transformation. It’s a very different message from talking about features or tools. Through this narrative, we’re highlighting what truly sets us apart our people, their expertise, and how they help our customers in specific industries achieve real, indisputable success.
Whether it’s navigating a complex challenge or freeing up time so someone can focus on their family, we want our customers to know they can count on us to deliver the impact they need.
Q: What’s next for the Bring IT brand?
A: We’re committed to actively listening and evolving the brand experience around real feedback.
Our growth marketing team just launched a brand-new website reflecting our new story. And throughout the year, you’ll see this narrative come to life in our social media, digital content, and in the way we show up in the field.
We want to bring our experts and their insights closer to the people who need them. The closer we are, the better we can help.
Our goal is to bring people-powered transformation to every stage of the buyer journey. And make it clear that when you partner with Bring IT, you’re getting a team that deeply understands your world and goes above and beyond to solve to deliver meaningful impact.
