Latest news with #rebranding
Forbes
a day ago
- Business
- Forbes
90 Days, 6 Power Moves: How To Rebrand Your Career & Transform Your Professional Identity
You've done the work, now it's time to reposition your value. Over the next 90 days, focus on ... More redefining how you're seen so the right opportunities can find you. You've done the work. You've earned the degrees, led the teams, surpassed expectations and raised the bar. Yet somehow, you're still being underestimated, not because you're unqualified, but because many systems still don't know how to recognize Black innovation unless it fits a box they've seen before. The truth is, you don't need to prove your value. You need to reposition it and strategize. Whether you're planning to pivot into new industries, seek Senior leadership, or step into entrepreneurship, use the next 90 days to redefine how you're seen and what offers you're going towards; through moving with clarity and intention. Here are six strategic moves to rebrand your career and elevate your professional identity: Being 'overqualified' is often code for 'we're not sure how to place you.' Instead of simply listing your experience, tell the story of your impact. Audit your résumé and LinkedIn, replacing generic, task-based language with storytelling and measurable results. Share outcomes that are relevant to your target role, or help your audience connect the dots for how your skills translate. In a digital-first world, people often encounter your LinkedIn or social profiles before they ever meet you in person. These platforms are more than just a record of past jobs and accomplishments; they serve as your brand billboard and a reflection of the type of work you do. Refresh your headline and bio to reflect where you're headed, not just where you've been. Add a banner image, include links to media or projects that support your professional story, and turn your summary into a narrative that conveys your leadership voice, values, and ambition. And remember, it's okay to fail upward. What matters is how you frame those moments. Build a framework that highlights what you learned, how you adapted, and the results that followed. Teachable moments can become some of your most powerful achievements. You don't always need a VP to vouch for you or a well-known organization on your résumé. Sometimes, it's the colleague in a different department or city who opens the next door or someone you meet through networking who's looking for exactly your personality, skill set, and background. It's not always about who you know, but about who sees your value. Create a networking strategy and be intentional each month by connecting with 3 to 5 professionals across industries and seniority levels. Focus on shared interests and future goals, including impact and measurable results, with other Black professionals in parallel spaces. Use LinkedIn, alumni networks, or communities like Black in Tech, and explore conferences, meetups, or events rooted in your interests. It's important to build networks that grow with you. Having gratitude is important and necessary when navigating economic shifts and instability. However, staying in roles that underpay or undervalue you isn't humility; it's a misalignment. First, get clear on your non-negotiables: compensation, flexibility, values alignment, leadership, and communication style. Use tools like Google, LinkedIn, and Glassdoor to benchmark your worth. Apply with intention, not desperation. You deserve to work in environments where your opinions are respected and used to shape projects and contribute to company growth. You should be engaged with as the professional and expert you are, driving and taking responsibility for the decisions you make and the value you bring. No one climbs alone, and no one has ever built anything alone. The most successful professionals create an ecosystem of support and know how to identify their people. You can do this by identifying your areas of need and seeking support for both personal and professional growth. This might mean finding a colleague who can advocate for you behind closed doors, a mentor who has accomplished what you're aiming to achieve, or a networking group that shares resources, holds you accountable, and reminds you of your brilliance on the days you forget. Start small. A single direct message can plant the seed for real support. The traditional job market often overlooks innovation, especially when it doesn't fit the status quo. But we're no longer waiting for permission. Over the next three months, focus on building your own platform. This could take the form of a newsletter, a series of LinkedIn or social posts, articles, a speaking series, or even a digital portfolio. Your ideas, perspective, and leadership deserve a stage. You don't need to go viral. You just need to be visible and create tools that support your growth and strengthen your network. Remember, you're not reinventing yourself. You're realigning with who you've always been. Rebranding isn't about becoming someone new. It's about communicating your value clearly, confidently, and consistently so the right people and opportunities can find next 90 days aren't just about landing a better title. They're about stepping into your best version and attracting the opportunities you truly want and deserve.
Yahoo
2 days ago
- Business
- Yahoo
EG America takes over 9 Neon Marketplace c-stores in the Northeast
This story was originally published on C-Store Dive. To receive daily news and insights, subscribe to our free daily C-Store Dive newsletter. EG America has acquired nine leasehold convenience stores in the Northeast for an undisclosed amount, the company announced this week in its earnings update. A company spokesperson was unable to share which states and cities these stores are located in or who the landowner is for each site. However, a report by WPRI confirmed that they're under the Neon Marketplace banner and located across Rhode Island and Massachusetts. EG America said in its earnings update it will rebrand these sites to its Cumberland Farms banner. EG America has been on a selling spree for the past few years, but this small-scale purchase may indicate the retailer is ready to refocus on acquisitions. EG America, which has about 1,500 c-stores across 30 states, sold over 150 convenience stores and executed sale-leaseback deals for hundreds of others between early 2023 and late 2024 to help its parent company, EG Group, pay down debt. Last December, EG Group said a significant chunk of its debt had been paid. EG America's latest nine-store acquisition, which occurred earlier in May, marks the first of what could be many purchases now that its debt load has eased. In an interview with C-Store Dive last month, former CEO John Carey said the company was looking to grow inorganically, especially on the East Coast, where it operates in Connecticut, Maine, New York, New Hampshire, Vermont, Rhode Island and its home state of Massachusetts. The retailer's latest deal signals that it intends to grow the Cumberland Farms banner. Carey — who has since been replaced by EG Group CEO Russell Colaco — said last month that EG America wanted to prioritize rebranding more c-stores to Cumberland Farms, continuing an initiative that began in early 2022. With nearly 600 locations, Cumberland Farms is EG America's largest chain, but the retailer has nine others, including TurkeyHill, QuikStop, Loaf'N Jug and TomThumb. 'It means we want to have one offer… What we haven't done a good job of is pulling the best from [all of our brands] and creating it,' Carey said last month in reference to unifying EG America under the Cumberland Farms banner. Recommended Reading With new faces at the helm, EG America is ready for takeoff
CTV News
3 days ago
- Business
- CTV News
Conservative Senate leader criticizes $330K rebrand of high-speed rail project
A Via Rail train is seen on tracks in Dorval, Que., as it heads out of Montreal on May 23. THE CANADIAN PRESS/Christinne Muschi MONTREAL — The Senate opposition leader says it was 'irresponsible' for a federal Crown corporation to spend $330,000 on a rebranding exercise. Conservative Sen. Leo Housakos says the decision to pay an outside marketing firm to help design a new name and brand for a Via Rail subsidiary was another example of wasteful spending by the Liberal government. Housakos was referring to Alto, a Crown corporation responsible for building a high speed rail project between Toronto and Quebec City. Documents obtained by The Canadian Press show the corporation changed its name and pivoted to high-speed rail because of a lack of public support for a high-frequency rail project announced in 2021. It changed its name from VIA-HFR to Alto as part of its rebranding. The high-speed rail project was officially announced in February and would take passengers from Montreal to Toronto in just three hours. This report by The Canadian Press was first published May 29, 2025. The Canadian Press
Globe and Mail
5 days ago
- Business
- Globe and Mail
Via Rail subsidiary paid marketing firm more than $330,000 to rebrand passenger rail project
A federal Crown corporation paid more than $330,000 to an outside marketing firm to rebrand a planned passenger rail project between Toronto and Quebec City and boost its popularity. Documents obtained by The Canadian Press detail how the corporation, concerned about 'widespread disinterest' in a high-frequency rail corridor announced in 2021, decided to change its name and pivot to high-speed rail instead. As part of that shift, the Via Rail subsidiary hired a Quebec-based firm, Cossette Communication Inc., to develop a marketing plan that would reflect a new direction – signalled by the Crown corporation's chief executive, Martin Imbleau – to ensure the project placed a greater emphasis on speed. With the firm's help, the corporation came up with a new logo and a new name – Alto – more than a year ago. The rebranding was apparently so sensitive that the Crown corporation also chose a code name for Alto. Multiple documents, obtained using access-to-information law, refer to the new name as 'Tracks.' It would take until February, 2025, for the new name to be made public, when former prime minister Justin Trudeau announced the government was awarding a contract to a consortium to design the 1,000-kilometre high-speed rail network. If completed, the train would take passengers from Montreal to Toronto in just three hours. Via Rail workers vote to give Unifor strong strike mandate The government's initial plan for the passenger rail system, announced in July, 2021, envisioned a high-frequency rail line connecting Toronto, Ottawa, Montreal and Quebec City. The network would have cut travel times for passengers, but the trains would be too slow to be considered high-speed. The documents make clear that by the fall of 2023, however, the Crown corporation felt it needed to change course and scrap its original name – Via HFR. 'The concept of 'high frequency' faces strong opposition. There's widespread disinterest and dissatisfaction associated with the term, hindering any meaningful discussions and support. This resistance has become particularly challenging to navigate as the term 'high frequency' is directly embedded in the [corporation's] name,' reads an undated briefing note written in late 2023 or early 2024. It goes on to say that discussions of higher speed 'are met with openness,' which would lead to 'greater project support and acceptance.' It adds that the Via HFR name should be changed early in the process, while the public's awareness of the project is 'relatively low.' Via HFR's work with the marketing firm dates back to at least September, 2023, when it signed a contract with Cossette to develop a 'brand narrative' and a tag line for the corporation as part of the shift to high speed. The contract appears to have been extended multiple times through the end of 2024, and invoices from the marketing firm show it billed more than $330,000 between October, 2023, and January, 2025. Opinion: Great high-speed rail, Ottawa. Let's make sure we can actually build it Cossette declined to comment on the contract. In a statement, the office of Transport Minister Chrystia Freeland said Alto is an arm's-length organization responsible for its own day-to-day activities. 'Minister Freeland expects that these institutions are well-managed and ensure value for taxpayer dollars,' it reads. A presentation from the firm dating from December, 2023, shows a list of 'top 3' names under consideration at the time: Inter, XLR and Trax. But none of those made the cut. An April, 2024, presentation from Via HFR shows the corporation had landed on Alto, which it said 'embodies the project's stronger focus on incorporating higher speeds and providing a higher level of service to Canadians.' Alto also evokes 'music and the train as catalysts for connection,' the presentation says, and is a 'play on words with the train as an alternative way to travel.' The name also works in both official languages, it adds. 'Naming a national project of this scale goes beyond branding,' a spokesperson for Alto said in an e-mail statement. 'A strong, meaningful name anchors public support, reflects ambition, and shapes how Canadians will connect with the project for decades. It's a sensitive process. We approached Alto's naming with care, rigour, and a long-term vision.'
Globe and Mail
5 days ago
- Business
- Globe and Mail
Digital Silk Sees Rise in Full Brand Identity Projects as U.S. Companies Reposition for AI Era
Miami, Florida--(Newsfile Corp. - May 27, 2025) - Digital Silk, an award-winning branding agency focused on creating brand strategies, custom websites and digital marketing campaigns, today announces a surge in demand for full-service brand identity projects as U.S. companies reposition for the evolving AI era. A dynamic, futuristic visual representing the intersection of human creativity and artificial intelligence as U.S. companies reshape their brand identities for the AI era. To view an enhanced version of this graphic, please visit: From AI-driven product integrations to internal cultural overhauls and post-acquisition restructuring, businesses across industries are increasingly seeking comprehensive rebranding solutions to stay competitive. According to a report by Grand View Research, the global AI market is expected to grow at a compound annual growth rate (CAGR) of 37.3% from 2023 to 2030, with U.S. companies driving significant adoption rates source. This accelerating shift is prompting organizations to not only upgrade technologies but also redefine their brand narratives to align with new offerings and values. Rebranding Momentum Fueled by AI Integration The agency has observed that many companies moving into AI-powered products or services are rethinking their visual identities, messaging, and customer touchpoints to reflect innovation, trust, and adaptability. In parallel, businesses navigating mergers or cultural shifts are turning to full brand identity solutions to unify internal and external audiences under a refreshed banner. Key trends behind this surge include: AI-driven product launches requiring modern, tech-forward branding Cultural transformation initiatives calling for redefined brand values and mission Post-merger or acquisition restructuring needing cohesive visual and verbal identity systems Heightened competition in AI-saturated sectors pushing companies to stand out Customer expectations for intuitive, future-ready experiences across all brand touchpoints Expert Insight "We are seeing a clear pattern: U.S. companies recognize that surviving in the AI era goes beyond adding new tools - it requires a deep, authentic shift in how the brand is positioned both internally and externally," says Gabriel Shaoolian, CEO of Digital Silk. "Our full-service rebranding projects help brands bridge that gap, ensuring they are ready for tomorrow's marketplace." U.S. Market Growth in Branding Services Recent U.S. market studies reinforce this trend. The branding services market is projected to expand steadily, with a focus on digital transformation initiatives. A report from IBISWorld estimates the U.S. branding and design industry to have reached $16 billion in 2024, reflecting rising corporate investments into repositioning strategies source. About Digital Silk Digital Silk is an award-winning Full-Service Miami Branding Agency dedicated to growing brands online. With a team of seasoned experts, Digital Silk delivers industry-leading digital experiences through strategic branding and cutting-edge web design to drive more conversions and digital marketing services to boost awareness and engagement.
