Callan Harrington sits down with Margeaux Giles, CEO of IRYS Insurtech, to break down their year-long rebranding process that transformed both their external presence and internal culture. Margeaux shares why rebranding felt necessary after 3 years of rapid startup growth and how the process became much deeper than choosing new colors and logos.

The conversation reveals the unexpected internal benefits of rebranding, from aligning employees on the company mission to dramatically improving content quality.

Margeaux walks through their discovery process, the challenges of getting executive team consensus, and how they developed their rallying cry, "step out of line", that now drives company culture. She also discusses the practical timeline challenges, the decision to keep their company name, and their strategic launch approach that treated the rebrand as a quarter-long marketing initiative.

Whether you're considering a rebrand or simply want to understand how it impacts company culture, this episode provides tactical insights from a CEO who just completed the process with measurable results.

Key topics covered:

[00:00] Intro
[03:42] Professional services vs SaaS company differences
[06:21] Hard pivot leadership style challenges
[08:03] Why IRYS needed a rebrand after 3 years
[11:53] Brand discovery process and internal alignment
[15:14] Finding the company's rebel archetype
[17:08] Making final brand decisions through consensus
[19:03] Internal culture impact of brand discovery
[21:40] Step out of line rally cry development
[24:10] Keeping the IRYS name during rebrand
[27:20] Content quality improvement after rebrand
[32:16] Authentic content vs AI-generated posts
[34:59] What she would do differently
[37:19] Perfect timing for rebranding doesn't exist

Connect with Margeaux Giles on LinkedIn: https://www.linkedin.com/in/margogiles/

Learn more about IRYS at https://iryscloud.com/

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