As I’m in the process of thinking about a rebrand for my business, this contributor content is particularly pertinent.
3 Simple Steps To Avoid Rebrand Mess-ups
Rebranding is not an easy task. While some businesses consider it a necessary breath of fresh air and a way to engage with their consumers anew, there’s a lot of work that has to go on ‘under the hood’ as it were, to make sure this process is well-curated. Furthermore, it’s important to make sure we know exactly why we’re rebranding, as we’re certain to lose brand familiarity in the process.
Some firms decide to rebrand in order to more adequately align with a shift in direction. Some feel as though their brand has become stale and tired, and being seen as ‘new’ is sometimes as important in a market as being seen to be part of its legacy. Or, perhaps you just wish to better brand so that your firm feels more comfortable ‘in its skin,’ as it were, that is, your marketing material and product line conforms more easily to who you are today, as opposed to twenty years ago.
Let’s consider how you can develop this process without messing up:
A Total Conversion
If you’re going to rebrand, it’s important to make sure that every element of your presence, personal and private, is adjusted. New employee emails set at your domain name, making sure all templated documents host your new logo, making sure email signatures are set correctly, ensuring all elements of your packaging are replaced, and of course, making sure that all public messaging you have, like your social media profiles, adhere to this new standard. Even one reference to your old name (while not the end of the world) can cause confusion.
Your Web Presence
Your web presence is essential to get right when hoping to avoid rebrand mess-ups. This means using the best website redesign firms to help not only plaster new logos on your website, but confirm your entire website to the spec and personality of your brand today. This visual change and utility effort can help new customers and experienced customers alike see you as a new, worthwhile entity to regard. It can also make sure that you begin to ‘adopt’ the uniform of what your firm has pivoted to, starting anew and making sure the hub of your website is properly handled.
Essential, Simple Messaging
Essential, simple messaging to your current brand loyalists is important. Sending out a simple but relatively comprehensive document about why you’re making the change, what you hope to achieve in the future, and what customers can expect will be a worthwhile way forward. You can also answer any questions that those aware of your firm might have, such as how their premium subscriptions might be transferred to your new website if you’re still carrying certain products, or what changes to your servicing schedule you may make. In the end, that can make a tremendous difference in helping you message your rebrand with confidence, and do so in a manner that is understood.