Rebranding causes a shiver amongst many people. Changing the way that your website and company present themselves to customers involves a whole lot of work, and some of that work will be seriously boring (all hail keyword research). However, re-branding a page actually offers a lot of potential for creativity too. Hopefully these tips on re-branding, put together with help from the guys at WebHostingBlueBook.com, should help you get going.
If you’ve invested genuine time and money into building up a readership and a list of customers, then they deserve to be given fair warning before any changes are made. After all, if they visit your site because they find it really easy to use and then in the re-design they find they can’t find anything, they might well stop visiting. If, though, you explain why you think the changes are necessary and make them aware that you’re happy to communicate with them and to help them get used to the new site, they’re more likely to stick around. Always be open to feedback from your loyal customers. If you launch a site and 75% of your regular users disappear, it’s not a sign of weakness to concede that you might have done something wrong!
In days where marketing departments are often comprised of several people (in larger companies, they can comprise of hundreds!) it’s vital to ensure that however you rebrand your company, the message is spread across absolutely every medium that you use for promotion. If your main website has been rebranded to appeal to the teenage market and your Twitter account still focused on the 30-40 year olds then you’ll at best confuse customers, and at worst lose them. It’s vital that you specify exactly what tone your re-branding will take, what sort of content it should be focussed on creating and exactly what language should be used in creating it. Absolutely everyone representing your brand should be focused on the same aims. If you’re going to be funny, be funny. If you’re going to be professional, be professional. But don’t mix and match.
This follows the above point, in a sense. It’s important to ensure that you rebrand your company and website according to the market opportunities that are available. For instance, if your research indicates that your two biggest demographics are OAPs and those in their 20s (unlikely, but stick with us!) and on the web there’s very little opportunity for the former, then it may well be wiser simply changing the brand tosuit the demographic which offers the most potential. Yes, you are missing out on some potential customers, but a streamlined, coherent brand message will likely compensate for this by being able to be more specific in targeting that one main audience.
One of the biggest errors that businesses make when they’re rebranding is to just charge headlong into the campaign without carefully planning the whole thing. The best example of this is often within social media campaigns. Though social media is definitely an essential form of marketing, the days of simply posting humorous pictures in the vain hope of obtaining a few likes are long gone. It’s essential – especially on the web – to have a coherent plan of where you’re going in terms of content. What are you going to create, why are you going to create it, how are you going to promote it, and how’s it going to help both the customers and your company? Don’t go creating or promoting any content without asking those key questions. And under absolutely no circumstances should you end up so desperate for shares that you do this.