Ep 402: Rebranding for Growth How to Attract Commercial Clients Without Destroying Your GovCon Brand

If you think rebranding means “new logo, new website, done”… this episode will convince you otherwise. Michael sits down with Erica Dobbs, CEO of Dobson Solutions, to break down why a company with a strong reputation chose to rebrand and why timing matters when your business matures. Erica shares how her team shifted from speaking pure DoD language to building a more universal message that attracts commercial clients, without demolishing what they already built. They cover the research process, how long a real rebrand takes, why internal ownership beats outsourcing sometimes, and the three-part narrative they built to anchor the new brand: Think Partnership, Think Performance, Think Power. ----- Frustrated with your government contracting journey? Join our group coaching community here: federal-access.com/gamechangers Grab my #1 bestselling book, "I'm New to Government Contracting. Where Should I Start?" Here: https://amzn.to/4hHLPeE Book a call with me here: https://calendly.com/michaellejeune/govconstrategysession