The Background:
Companies in heavy industry and construction operate in some of the most demanding environments in the country. From workforce safety and regulatory compliance to benefits administration, risk management, insurance, cybersecurity, and technology infrastructure, their challenges are high-stakes and constantly evolving.
To help these organizations navigate that complexity, one of my clients—a leading business services provider in the HR, benefits, safety, insurance, cybersecurity, and technology space— supports construction and industrial companies nationwide with the essential services they rely on.
Although this provider excelled at serving its clients, internally the organization was facing a major transformation of its own: They were preparing to unify five distinct product lines under one cohesive brand identity.
Their Entire Executive team knew that for the rebrand to succeed, every employee needed to understand the new brand, speak about it confidently, and recognize how each division connected to the whole.
That’s when our team was brought in help to guide the organization through a brand and communication alignment effort.
The Challenge: Five Silos, One Mission
Each of the five service divisions provided tremendous value, but they operated in separate silos. Employees were comfortable discussing their own division’s services, but many were far less familiar with the other four—and some were completely unaware that certain divisions even existed.
This led to challenges with:
• Consistent communication
• Cross-functional collaboration
• Brand clarity
• Interdepartmental awareness
• Identifying opportunities to better support clients
Leadership wanted more than a unified brand. They wanted a unified team anchored by the organization’s core values:
• Care – Treat people with empathy, respect, and compassion
• Positive Energy – “Be a Tigger, not an Eeyore!”
• Earn Trust – Do what you say you’re going to do
• Team Work – Collaborate selflessly to move the mission forward
• G.R.I.T. – Guts, Resilience, Initiative, Tenacity
• Results Driven – Identify the goal, create the plan, execute
The goal was simple: Help the entire organization speak with one voice, represent one brand, and understand one unified mission.
The Process: How the Organization Gained Clarity and Alignment
The process began with a company-wide survey sent to every employee. The goal was to understand what staff members knew about the organization, how they viewed the different divisions, how they felt about the new brand direction, and how confident they were communicating the company’s value to clients. The results provided a clear picture of where confusion existed and what areas needed the most attention.
Next, several key executives and stakeholders were interviewed to gather their perspective on the rebrand—its purpose, its goals, and the kind of unified message they wanted the entire organization to communicate moving forward. These conversations helped shape the direction of the alignment work.
With this foundation in place, the entire staff participated in a two-day interactive experience.
Employees from every level—client-facing teams, administrative staff, technical specialists, and leadership—worked through practical, easy-to-understand exercises designed to clarify the brand, improve communication, and show how all five divisions support one another.
By the end of the process, the team had a shared understanding of the brand and felt more confident and aligned in how they communicated it.
The Breakthrough: Unified Brand → Unified Team → New Opportunities
Once the team adopted a clear, unified brand message and began listening to clients with an understanding of all five service lines, not just their own, everything started to shift.
• Communication became clearer and more consistent
• Employees gained confidence in their ability to describe the company’s value
• Departments began collaborating instead of working in isolation
• Client conversations became more helpful and solution-oriented
• The organization began functioning as one unified team
And as a direct result of this alignment, the team uncovered:
More than $4.1 million in previously unrecognized revenue opportunities.
The new revenue wasn’t the goal.
It was the natural outcome of a team that finally understood the brand, the value they provide, and how their divisions work together.
Client Testimonial:
“Dennis’ ability to drive clarity, unify teams, and uncover hidden value is exceptional!
Our company hired Dr. Dennis Cummins to support us as we unified five product lines under a single brand umbrella. Over the course of just two days, Dennis guided our entire staff through a powerful, collaborative process that resulted in a clear and compelling brand statement that truly reflected the commitment, care, and excellence we deliver to our clients every day.
What impressed me most was Dennis’s ability to help every employee, both client-facing and behind the scenes, fully understand and communicate the value of what we do.
Through one of his communication processes, Dennis helped our team identify more than $4.1 million in previously unseen revenue opportunities. That was remarkable to witness.
Even more impactful was seeing how empowered our people became once they understood not just what to say, but what to listen for when engaging with clients. It elevated confidence across the organization and strengthened how our five product lines work together.
Hiring Dennis was a significant investment. He told us upfront that he probably wouldn’t be the least expensive option, but he also told us that none of his clients have ever regretted hiring him. Now I understand exactly why. His ability to drive clarity, unify teams, and uncover hidden value is exceptional. It’s clear why Dennis is such a highly sought-after keynote speaker and sales messaging strategist.
If your organization wants to stand out in a competitive market, strengthen culture, or elevate your sales messaging across your entire team, I couldn’t recommend Dr. Dennis Cummins more highly.”
– J.K. Director of Operations
The Results: One Brand, One Team, One Voice
By the end of the engagement, the organization accomplished:
✔ A unified brand message shared by all five divisions
✔ Stronger communication across every level of the company
✔ Clearer understanding of how each division supports client outcomes
✔ A culture that reflects the organization’s core values ✔ A team that speaks confidently and consistently
✔ And as a result, more than $4.1 million in potential new revenue opportunities
The true transformation was more than financial—it was Cultural.
The organization became one brand with one voice, better equipped to serve heavy-industry and construction clients nationwide.
About Dennis
Dr. Dennis Cummins is a sought-after keynote speaker and sales communication strategist who helps leaders and teams nationwide sharpen their message and inspire action. As founder of Pro Speaker Academy and Co-Chair of the C-Suite Network Corporate Speakers Council, he teaches organizations how to communicate with clarity, confidence, and purpose. Known for his practical, relatable approach, Dennis helps professionals articulate value, earn trust faster, and create messaging that drives results. A bestselling author and respected thought leader, he speaks at conferences and corporate events across the U.S., helping audiences turn ideas into impact.
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