by Rebranding your website can be a challenging and time-consuming endeavor. But, if done correctly, it can be an effective tool for reaching new customers and re-engaging existing ones. Your central message and target audience should drive a rebrand. It will affect everything from colors and fonts to wording and content selection.
Invest in a Professional
The core of every modern professional services firm is its website and online presence. It is why almost all rebranding strategies eventually involve the company website. The website is a full expression of the brand positioning, and it is also the center of the messaging architecture for all other marketing materials, such as brochures, one-sheet fliers, and pitch deck templates. Rebranding a business is more complex than tweaking and slapping the logo on the website. Instead, a complete approach is needed to ensure that all marketing materials adhere to the new branding and that current and potential clients are informed clearly of the change.
Working with a professional like Clear Digital is important when going through a rebranding or redesign project. Not only do they have a lot of experience, but they can also help you avoid costly mistakes and ensure your new branding successfully reaches your goals. For example, if you want to rebrand your website and revamp its layout and content, it would be easy to find a template online (and some of them are even free with certain hosting plans). However, the problem is that you would have a website that looks exactly like the hundred other websites using the same theme. A professional web developer can customize your piece to give it a unique and custom look.
Don’t Underestimate the Power of Social Media
A good rebranding strategy will help you attract new customers and keep existing ones. It can mean an increase in the amount of traffic to your website, as well as an increase in sales and leads. It can also mean redefining your target audience, expanding into new demographics and reaching out to new markets. Your rebranding should also include a social media strategy. It means updating all of your accounts and making sure to post about the changes that are taking place. It is important to let your followers know about the rebranding so they are satisfied when visiting your website or social media pages. It will make them more likely to trust and continue to see your brand. When rebranding your business, it is also important to be consistent in your marketing, messaging, and branding. You should not do a complete 180 on your company’s look and feel, as this can confuse your customers. It is important to retain what your rebranding and redesign are based on and to make the change gradually so your customers can get used to it.
Rebranding your business can also be a way to improve your search engine optimization (SEO).
Make a Plan
In many cases, more than rebranding or redesigning your website is needed to improve your business. Your website and brand are both extensions of your business. Still, they will only significantly impact your company’s bottom line if you fix fundamental problems with your business. While your website will eventually play a role in all rebranding plans, it’s crucial to remember that it’s only one aspect of the whole picture. Your branding and messaging will also be expressed in all of the marketing materials you use, including pitch decks, proposal templates, brochures, and one-sheet fliers. Ensuring these materials are firmly anchored in your rebranding strategy is important.
It is particularly important when re-evaluating your vision, mission, and values during a rebrand. It is easy to take the foundations of your messaging for granted, but changes in products, priorities, or stakeholders can change what was once a given. Ultimately, your brand image and message should reflect the realities of your business in a way that makes sense for your target market.
When in doubt, be sure to conduct a focus group test of the new elements of your rebranding before launch. It will help you evaluate whether the rebranding images and messages communicate effectively with your audience. If not, it may be time to return to the drawing board.
Set Goals
Whether you’re knee-deep in the process of a rebranding or you can feel one on the horizon, taking calculated steps will make life much easier. It’s not a good idea to dive in head first and hope for the best. Instead, it is a must to have a solid rebranding strategy to guide your content team through the process. Creating a rebranding plan is about more than just identifying your goals for the project and what type of rebranding you’ll be conducting. It may involve a complete overhaul of your visual brand, a new tagline to reflect your current vision and values, or even revising your keyword strategy for SEO. Identify your current business challenges to determine the rebranding you need. It could be decreased conversions or a general stale feeling with your brand’s image. Be specific about your goals so you can map out a clear timeline for the rebranding process.
