Rebranding your business can be an exciting process where you reorient it into something greater than before. However, change isn’t always easy. Paul Sponcia of the IT Company knows a thing or two about change and the growing pains it can bring. In this episode, we learn the story of how he transformed CSK Technologies into The IT Company, including the reasons for the rebrand, the rebranding process, and the growth that followed.

Show Highlights

(3:50) Paul’s background in the IT services industry and rebranding 

(5:34) The importance of giving your new brand a good name

(9:02) Paul’s experience using rebranding to take a company to the next level of delivery and type of customer the served

(11:45) How Paul came up with the name “The IT Company”

(15:57) How rebranding a company changed the services, products, technical aspects, and even the culture of the business

(23:32) The moment Paul realized the business was moving the way he wanted it to

(33:20) Part of brand building is attracting and retaining talent

About Paul

Paul Sponcia is currently the principal and CEO of the IT Company. He has a robust background in technology and telecommunications, marked by his success in developing prominent IT service brands in East Tennessee. Sponcia’s extensive experience underscores his expertise and leadership in the tech industry.

Paul’s notable achievements include the successful development of Claris Networks, showcasing his talent in building reputable IT brands. He went on to join the IT Company in 2010. Then known as CSK Technologies, he spearheaded a major rebranding initiative that transformed CSK into the IT powerhouse that it is today. 

Links Referenced

• Paul on LinkedIn: https://www.linkedin.com/in/paulsponcia/ 
• The IT Company on LinkedIn: https://www.linkedin.com/company/the-it-company-llc/ 
• The IT Company website: https://www.theitco.net/