Branding Through Acquisition w/ Ronnie Hay

What happens to a brand when growth comes fast—and comes through acquisition?

On this episode of He Said, She Said: Razor Branding™ Podcast, we sit down with Ronnie Hay of UBEO Business Services, a company that has completed 27 acquisitions since 2017. That kind of growth doesn’t just test systems and processes—it tests culture, trust, and brand integrity.

Ronnie shares how UBEO approaches branding in the middle of constant change, from deciding what happens to names and logos, to communicating with customers and employees who didn’t ask to be acquired. The key theme throughout the conversation? Empathy.

Instead of leading with “here’s who we are now,” UBEO leads with understanding—recognizing the discomfort, uncertainty, and identity shifts that come with M&A. Ronnie also breaks down how they balance local market nuance with national scale, how they measure marketing success beyond vanity metrics, and why some of their most successful campaigns focused on users, not just decision-makers.

This episode is a masterclass in branding during growth—and a reminder that people, not processes, are the real brand.