There is a massive ecosystem of technology solution providers, contractors, and consultants that help government agencies overcome their largest problems and embrace the right technologies for their missions. This marketplace is crowded, and ever-expanding, as new and emerging technology companies enter the industry. But it also frequently experiences consolidation as larger, established brands look to bolster their workforces, portfolios, and solution offerings by acquiring other companies. It's safe to say that the constantly shifting nature of the government contracting industry can be confusing and hard to follow for many agencies. And the crowded, congested marketplace of companies that sell to and service the government can make it exceptionally difficult for new and emerging companies to get a foothold. For companies to stand out in this crowded market - and for agencies to get their hands on the latest, most cutting-edge technologies - enterprises that sell solutions to the government need a strong brand and corporate identity. And that’s exactly what the fourth and final episode of The Public Sector Primer podcast series focuses on. Government Technology Insider (GTI) kicked off this four-part podcast series earlier this month intending to provide a “how to” guide for public sector marketers and salespeople to help them better understand how to solve the complicated puzzle of government acquisitions and sales. Partnering with an experienced public sector sales and marketing expert – Tom Mahoney of TD SYNNEX Public Sector – the series has explored how to identify opportunities within the government, and leverage marketing campaigns to generate engagement and demand. In this ultimate episode, Tom shares brand-building best practices and lessons learned from his recent work helping to rebrand DLT Solutions to TD SYNNEX Public Sector following the company’s acquisition by TD SYNNEX.