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Sleek product or service offering and good structures are what makes businesses tick. But the glue to all these is your branding. Yes, your brand is arguably your most important business asset. It could influence customer behavior, build loyalty among your customers, and also drive sales. However, building a company brand is hard – it’s not a walk in the park, and you’d need some rebranding checklist down the road.
One of the major hurdles you’d encounter while building a company brand is figuring out the right marketing channel for your brand. With a large number of options available, settling for a marketing channel that’s sure to drive results is somewhat difficult. Once you figure it out, creating a brand that helps you maneuver through the emotions of your customers will be easy.
When rebranding, you’ve got to put everything into consideration – details like your old email footers and social media handles have to be put into consideration. Any misstep could be interpreted as a red flag, and that could leave the wrong impression in the minds of your customers and stakeholders.
Rebranding is a multi-channel, time-sensitive process, and if you miss anything, getting back on track may be an uphill task. This guide offers you everything you need to know about rebranding your business.
But first, you’ve got to figure out what brands should be rebranded.
Rebranding is the best fit for business owners who are struggling to generate sales and establish a genuine connection with their audience. Also, rebranding helps business people whose business image needs a facelift. A strong brand helps you in building a good business or launching a novel product. And to build a strong brand, you’ve got to put in the time and effort to come up with a new name, create a compelling brand design, a responsive website, style guide, and good brand guidelines for the business.
Even if your current assets may be good, you’ve got to come up with plan changes down the road – and these changes will help you course-correct and reassess your business operations. Speaking of reassessing your business operations, that’s where a rebranding strategy comes in. A good rebranding strategy helps to boost your chances of success in the marketplace.
But what is included in rebranding? Well, here is what you need to know.
Before rebranding, you’ve got to choose or pick the element of the brand that needs to be changed or refreshed – but that process seems to be tricky. After all, rebranding demands to check and evaluate the elements which are needed to be replaced, tweaked or should be discarded, so that you can still communicate your company message using clear, concise language – and that may include revamping everything when it comes to your current branding.
There’s no one-size fits all formula to this. There are cases where you need to rebrand elements of your business, and there are situations where you do a total overhaul of your brand. Furthermore, if you feel like an element of your brand (maybe the logo) needs some rebranding, then there are possibilities that only elements need some rebranding as well.
Let’s say you opt to change some things in your logo. That means some elements on your website have to be changed to match your new design. And if you make changes to your website, it could mean that you need some fresh changes to your brand messaging. While updating your message, you could as well reevaluate your values.
For good rebranding, you need to pay attention to elements like.
Rebranding is a huge task – and it has the potential to either make or mar your company’s reputation in the marketplace. It takes lots of money, time, and resources to execute a thorough rebranding process, and if there are some flaws in the process, your rebranding effort could backfire and cause more harm than good in the long run.
If you’re planning to rebrand, here are some common challenges you’d likely encounter during the process.
A comprehensive plan is a vital step in your rebranding process. Since the rebranding process comprises a series of complex processes like determining the brand rollout strategy, brand identity audit, and thorough measurement of the overall program, your planning has to be robust in such a way that everything is put into consideration. This way, you get to set clear objectives, develop a workable timeline, and team members get acquainted with their roles. A comprehensive plan makes the rebranding process somewhat seamless.
A healthy conversation with your prospects, industry partners, and customers is a good way of drawing out insights that will help in the rebranding process. As a general rule of thumb, you need to ask your customers what they think your strengths and weaknesses are, and their overall perception of your brand. This way, you get to come up with an ideal messaging that resonates with your customer avatar.
Rebranding goes beyond recreating a slogan, logo, or organization’s name. Rebranding pretty much involves creating a new personality and voice for your company – and the voice and messaging will be broadcasted using marketing materials, social media posts, and email newsletters. If the messaging does not align with the rebrand, you’ll leave your audience confused – and your business will suffer in the long run.
Rebranding is not an easy process. To successfully execute a rebranding process, you have to update several assets, and most of these assets must have been forgotten about. Rebranding goes beyond updating elements like logo, vision statement, and website. You’ve got to also consider updating elements like along with right marketing strategies:
Here is what you need for a thorough and robust creation of a new brand.
Once you can identify the identity of your brand’s future, you’ve got to proceed to a thorough research process by asking questions like:
It’s of great importance to have one trusted source of truth for your brand. Whether you prefer working with freelancers or a team of in-house designers, the style guide helps you remain consistent and scale across various marketing channels.
As a general rule of thumb, the style guide defines your:
After the rebranding process, you’ve got to create and update resources that must have been out-of-date. There is no need for rebranding all the assets at your disposal, you just have to pick what’s important and relevant for the brand you envisioned. Some of the relevant materials for rebranding could include:
Having some changes on your website, or an entire overhaul of the website is a vital part of the rebranding process. Elements on the website like the typography and iconography should be consistent and tell your brand story. If you need an overhaul of your existing brand, then you’d have to move the existing web content to a new domain. To accomplish this, you’ve got to set up the 301 redirects from the previous URLs to your new pages.
That’s not all, you have to update all active landing pages. As a general rule of thumb, you’ve got to transfer all design elements and languages to represent your new brand. This way, you’d eliminate all forms of confusion during the rebranding process.
As a business owner, you need to update internal company assets like:
You need to be fully prepared for the launch day. The launch day is not the best time to start scrambling. When you’re prepared ahead of time, all you need to do is publish your content and make the relevant announcement on the launch day.
If you’re fully prepared and ready to spread your message, you’ve got to consider any of these three options – a blog, social media, or email.
While creating the blog that will be published on the day of the rebrand launch, you’ve got to include vital information like:
Regardless of the social media channel you opt for, your changes have to be communicated to your audience. You could start by talking about your brand priorities, and also state what your customers should expect. As a general rule of thumb, you should update;
Ideally, two emails have to be sent on the day of your brand. You could start by sending an external email that announces your changes and invites your subscribers to visit your social media accounts, new website, and also include other vital information. Furthermore, you should send an internal email to all relevant stakeholders.
In PPC, Google Ads is one of the most reliable ways of reaching a large number of people across the globe. But managing multiple campaigns is not easy – and that’s why you’d need a tool like the PPC Signal tool. Without a tool like the PPC Signal tool, you’d probably waste a lot of time, energy, and resources without generating your desired result.
The PPC Signal tool is a tool that helps you keep a close eye on your rebranding campaigns. This way, you get to identify what’s working and what’s not. In the long run, you’d make the necessary changes that would help you drive the desired result, and also eliminate the chances of having any form of wastage.
For instance, if you’re rebranding your online business, you could optimize your campaigns by taking a close look at your PPC Signal dashboard. On the dashboard, you’ve got to choose the metrics option and click on the conversion icon. After that, an automated signal will be generated, and the signal shows you how your campaign is performing. You get to generate more insights from your campaign by clicking on the explore icon.
After clicking on the explore icon, a graphical representation of your campaign data will be generated, and you get to take a close look at your conversion and see the direction in which it is moving. In the image below, you’d notice that the conversions are moving downwards.
There is the option of showcasing your data in a tabular form. With the tabular form, you get to check other campaign metrics, and pretty much identify the factors that affect your campaign conversions.
The signals help you identify your campaign performance, and know the direction of conversions. You might be having good impression share but still you won’t be getting good conversions. Furthermore, you get to know the metrics that are affecting your conversions and possible actions that could be taken to achieve better results.
That’s not all, insights gotten from the signals will help you make more informed decisions, and eliminate actions that are likely to reduce the performance of your campaign. Insights gained by analyzing your campaign data will help you take actions that are sure to help you generate better results. In the long run, you will improve your PPC campaign without losing sweat.
Various factors could lead to the fall of your rebrand – one of which is the lack of adequate research. When business owners are focused on rebranding, there is always the urge to cut corners or neglect market research.
You could announce a rebranding with a contest, promotion, or sale. It has to be something engaging so your target customers can easily get involved. It would be best if you highlight the ways they would benefit from your rebrand.
For rebranding on social media, you need to agree on deliverables like, color schemes, graphics, and logos of your visual identity, brand name, brand social media handles, and hashtags, mission statement, slogans, and taglines, announcement posts and copy of your social media channels.
Good product and service offerings are great, but customers almost always buy from brands they recognize. And if you’re speaking of brands, you need to start with the basics – and that includes, logos, messages, websites, and other things your customers can see and interact with.
If done the right way, your brand should last for some time. However, you’d need a rebrand at some point – and that’s a large project that pretty much involves lots of resources and time.
Rebranding helps you to update your business’s visual aesthetics and other things like your vision, mission, and goals. If the rebranding process is done right, you will get a much stronger brand that resonates with your target customers – and that could inspire love and loyalty for a long time.
Now you know what it takes for a successful rebrand, how would you rebrand your online business?
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