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Behind the Scenes of a Company Rebrand Through the rebranding process, I learned the importance of concepts like company UX.

By Sean McDermott

Opinions expressed by Entrepreneur contributors are their own.

Forrester estimates that every dollar invested in user experience (UX) brings in $100 in return. To maximize this ROI, tech firms tend to invest heavily in the art and science of how customers interact with their products and services.

But how do technical firms approach their overall company UX, specifically as it relates to their own brands?

Many technical firms falter when telling their own stories and overlook investment in a positive brand experience. The Big Five tech firms prefer to rely on their reputations over branding or compelling messaging, while smaller firms often don't have the time or money to prioritize these expenditures. Plus, marketing initiatives like branding often don't get executive buy-in since it's difficult to translate the amount of money and work invested in rebranding to tangible ROI.